This month, Vacheron Constantin will transport people into a reality beyond ours. The Swiss watchmaker is set to launch a multisensory virtual reality experience, titled “The Exceptional Voyage”, at the newly opened 4D cinema in Harrods, powered by Xydrobe. Opening to the public on June 19, this is part of a year-long collaboration between the watchmaker and the store, celebrating its 175th anniversary. The guests will be immersed in a unique fusion of tradition and innovation, bringing the world of Vacheron Constantin to life within the iconic setting of Harrods.
In celebration of the legacy, the Richmont-owned watchmaker presents a remarkable offering, the Les Cabinotiers – Armillary Tourbillon Platinum timepiece, available exclusively at Harrods. Next to this exclusive creation, the brand embellished 14 Hans Crescent window displays with a carefully chosen assortment of its watch collections, encouraging passersby to gaze at the world of horology. Inside Harrods, an engaging exhibition awaits, offering visitors the opportunity to go through Vacheron Constantin’s storied timepieces.
Iona Judd, creative director for the Vacheron Constantin experience, hinted to WWD that the narrative commences inside a black cab on a typically rainy summer evening. She added, “Each mesmerising scene is matched with real-world scents and sensations to create an unforgettable experience that is not only visual but highly sensory.”
Situated on the fifth level of the Knightsbridge store, the “Xydrobe VR Cinema” is designed by Sybarite, a London architectural firm and longtime partner of Xydrobe. With room for a maximum of 20 guests at once, the company plans to employ premium VR headsets to whisk the visitors away on a sensory journey and immerse them in experiences that incorporate tactile sensations, temperature variations, surround sound and even different scents.
Xydrobe’s creative prowess isn’t just limited to Harrods. They’ve conjured visual magic and immersive virtual reality adventures for the likes of Givenchy, JW Anderson, Manolo Blahnik and most recently, Dr. Barbara Sturm. Last October marked a new milestone for Xydrobe with the opening of their flagship store in Mayfair, nestled in Carlos Place. It’s not just a store, it’s a playground for luxury brands, offering them an opportunity to captivate audiences through one-person “Xydrobe Pods.” But that’s not where Xydrobe’s ambitions end. They’re dreaming big, envisioning a future where their 4D cinema network becomes a platform accessible to brands worldwide, bringing immersive experiences to audiences in various regions.
