Virtual worlds are back on the luxury fashion map

29 Sept 2024

Rimowa and Shiseido launch immersive virtual destinations, while tech giant Meta unveils new AR-enabled eyewear.

While many jumped onto the hype last year, 2024 has seen a considerable slowdown in brands harnessing the trend. That was until now; this week, two of beauty and luxury’s biggest retailers – Rimowa and Shiseido – unveiled their own virtual destinations designed to take audiences deeper into their brand universes. Can their endorsement of “metacommerce” reignite hype?

In other news, Meta has launched its own AR-enabled sunglasses. After dipping its toes into the wearable tech world via a partnership with Ray-Ban, the conglomerate is now putting its own spin on hyper-intelligent gadgets.

Rimowa has launched an immersive virtual boutique to debut its latest release, The Original Bag, a sleek cross-body design. The 3D experience, constructed by virtual store developer Obsess, enables users to interact with the new bag, explore Rimowa’s heritage through videos and a historical timeline of iconic travel pieces, and shop the entire collection seamlessly.

Shoppers can access the store via the brand’s official site, and navigate their way through the space using their mouse.

Beauty mogul Shiseido has unveiled The Essence of Enmei, a 4D immersive experience at Macy’s Herald Square from September 26 to 29, created with immersive tech company Xydrobe. The activation highlights the science behind Shiseido’s premium Future Solution LX line, featuring the rare enmei herb known for its regenerative properties.

As part of the pop-up, visitors can immerse themselves in Japanese landscapes through visuals, scents, and sounds, reinforcing Shiseido’s blend of luxury and technology.