How Location-Based VR Enhances Consumers’ Everyday Routines
Companies like National Geographic and First Airlines are integrating virtual-reality additions into their services and offerings to enhance consumers' typical experience
Today’s consumers have new expectations for how they entertainment. While people still seek out events, they also are opportunistic, looking for something to fill gaps like flight layovers or to enhance a typical bar setting. This is why brands are moving to create out-of-home entertainment experiences in public locations such as malls, bars and airports for customers to try VR experiences while they shop, socialize or wait for a flight. Here are four ways brands are implementing VR into everyday offerings and services:
National Geographic and McCann NY are promoting a new series called One Strange Rock with Space Projection Helmets that let sneak previewers see space through the eyes of astronauts at the Whitby Hotel Theater and Lincoln Center in New York City before going on a tour of schools and planetariums. The Space Projection Helmets use a combination of laser projection, custom fish-eye optics and in-built audio, setting themselves apart from VR headsets currently on the market by offering an exceptionally wide field of view. Users can freely move their head inside of the dome to look around the entire field of vision, just as an astronaut would within their helmet in space. The 10-part series is hosted by Will Smith, features eight astronauts, and was filmed across 45 countries on six continents and from outer space.
Revery: VR Bar
Revery: VR Bar is a virtual reality bar in Atlanta, the nation’s first full bar to incorporate virtual reality technology, that offers guests an entertainment element while socializing. A bar is located in the back, and the rest of the space is divided into windowed cubicles with a mix of HTC VIVE and Oculus VR equipment. Each cubicle has a large screen, a bench for onlookers to sit, and a VR headset, with one person playing at a time. Game experiences include first-person shooter, puzzle-based, sports, and exploratory games, and change often, so visitors can expect to come back to new experiences frequently.
Japanese tourism firm First Airlines created a two-hour immersive experience that offers customers the chance to take a virtual trip to Paris, New York, Rome and Hawaii on-board a replica airplane. Part theme-park ride, part dinner theatre, the First Airlines experience features authentic first- and business-class airline seats, a crew of flight attendants and a four-course dinner prepared to match the cuisine of their virtual destination. After the “in-flight” meal, customers put on their VR headset and experience the sights and sounds of an overseas city.
Westfield Century City
A pop-up store in The Westfield Century City mall is hosting a 12-minute virtual-reality outer-space experience called “Alien Zoo,” a cinematic VR experience. Groups of six are allowed to enter a railed-off area, put on backpacks and headsets, and wander in the dark around the “Alien Zoo,” looking at the universe around them, while still seeing the world of the movie.
Location-based VR is just one current trend in the world of out-of-home entertainment. For details on the latest ways brands are augmenting their consumer experiences, see PSFK’s research paper ‘The Out-Of-Home Entertainment Experience’.