RE-AWAKENING THE SENSES THROUGH IMMERSIVE INTERACTIVE BRAND EXPERIENCES

Virgil Abloh’s stunning art installations show a psychedelic figure that stands 12 stories above NYC’s 5th avenue giving off a holographic appearance. The installations appeared at several locations including Louis Vuitton‘s New York and Los Angeles locations.

Not to put too fine a point on it, we have all been in a kind of solitary confinement for the last year.

In many ways this has led to a feeling of sensory deprivation. And as soon as the pandemic is over, we predict a new consumer mindset that craves immersive interactive experiences.

Let’s face it, we’ve had our fix of digital, and how nice it will be to once again have to have a physical meeting with a friend, a client, and indeed a brand.

At a time when many of us have been spending our working and leisure time at home, it is easy to forget about the power of physical retail, restaurants, and hotel experiences. But as the world gradually emerges from its cocoon, the luxury brand experience will return, and as it does, it will take on a new format that will touch many or all of our senses.

At SUM we are collaborating with clients to create new post-Covid creative strategies for luxury, lifestyle and fashion brands. These initiatives have included the creation of experiential events, branded sounds, curated in-store scents, tactile experiences that involve the creation of new textures and materials, and even new edible and drinkable expressions of brands.

The importance of a strong and involving brand narrative has never been more important, but in the future that story will increasingly be played out in ways that touch each of our five senses.

The addition of advanced technology to the fusion of luxury and experience will bring with it many exciting possibilities. As and when the pandemic is over, SUM will welcome the opportunity to bring the intersection of these three things to consumers in a highly interactive and involving way.