Latest news with #immersiveExperience
Forbes
4 days ago
- Business
- Forbes
Hermès Mystery Game in NYC Raises The Bar of Brand Engagement
The Head Groom's Office Hermès, the world's most valuable luxury brand, is currently hosting Mystery at the Grooms, an interactive theatrical experience in New York City from June 19 through 29 that is completely sold-out. Designed to take brand and consumer interaction to new heights, the immersive, gamified space is a true ode to the brand's craftsmanship and heritage, further cementing its reputation as one of the most iconic, legendary luxury brands. Behind this singular, immersive marketing play, here's what this tells us about the future of brand engagement: Elevating brand ecosystems with immersive interactions: one could not expect Hermès to just create a static brand activation or a flashy setup meant to boost social media impressions. On the contrary, the luxury maison designed an engaging experience where guests are here to participate rather than passively witness. Mystery at the Grooms invites visitors to step into a theatrical, escape game-like space designed as an equestrian-type boarding school where horses go missing. Guests follow clues and are guided through six whimsical rooms - all of which showcase Hermès' craftsmanship and métiers (from leather goods to silk and ceramics) - to find the missing horses. Every brand touchpoint is subtle and surprising: from the horse-shaped dryer in the laundry room, to the ability to peek through paintings in the bedroom. The activation revolves around a carefully thought-out seek-and-find game. Individuals become active participants in a unique experience where brand exploration and gamification intertwine, setting a new standard for brand-consumer interactions. The brand is present throughout, but serves the purpose of play, which is quite unique. Visitors are here to have fun, explore and be surprised, more than anything else. The dormitory room - one of the six rooms guests visit to try and find horses by interacting with ... More the space Establishing emotion as the new currency: Unlike with some brand activations, there is not a single product for sale at this event, demonstrating the intent to truly focus on experience more than anything else. Head of Communications for Hermès U.S. Peter Malachi confirmed: 'As usual, the objective is not transactional. There's nothing for sale (in fact visitors walk away with a free notebook), instead we hope that guests appreciate the boundless creativity of the House and our sense of humor and fun', he shared with his Linkedin audience. The entire space is designed to make visitors feel something. Awe, curiosity, amazement, envy… all of it. Because in a time when engagement and discovery happens mostly online and attention spans are short and brand loyalty fleeting, captivating consumers and attracting them to an ecosystem that speaks entirely to a brand's heritage, skills and showcases its products in the context of a fun activity is the best way to engage and build lasting impressions. The Refectory Democratizing luxury with an accessible brand experience: this installation is free to the public and open to kids aged 7+, with walk-ins welcomed, inviting everyone to explore the Hermès world, knowing very well that only a minuscule percentage of individuals usually walk through the doors of its stores. It's therefore a great way for the brand to share its savoir-faire and craftsmanship with a broader audience. Even if a majority might not become customers, they will have gotten a very clear understanding of the brand's craft, legacy and voice, helping enhance and broaden its equity further. Increasingly, brands are embracing experiential marketing to foster emotional bonds. 'Mystery at the Grooms'' offers a playful, memorable touchpoint that humanizes Hermès's craft heritage while democratizing interaction with the luxury house. With brands competing for attention and relevance, even iconic brands like Hermès are investing in meaningful brand experiences where storytelling and physical exploration intersect to leave lasting emotional impressions with consumers.
Khaleej Times
5 days ago
- Entertainment
- Khaleej Times
Harry Potter: The Exhibition to make its UAE debut in July
Harry Potter: The Exhibition is coming to the UAE for the very first time. Opening its spellbinding doors to the public on Friday, July 25, at Manarat Al Saadiyat on Saadiyat Island, this immersive experience is set to enchant fans of all ages with the most comprehensive touring exhibition ever presented on the Harry Potter franchise and its extended universe. Tickets go on sale today, Monday, June 24 at 12pm, exclusively at Prices start at Dh115, with VIP options available for those seeking extra magic—offering fast-track entry, an audio guide, commemorative merchandise, and more. Step inside the magic Get ready to choose your Patronus, test your Quidditch skills, cast spells, and brew potions as you explore iconic moments, characters, settings, and magical creatures from the Harry Potter and Fantastic Beasts™ films. You'll even get a behind-the-scenes look at the award-winning Broadway production Harry Potter and the Cursed Child. Guests will wear interactive wristbands that personalise their entire experience—meaning no two journeys are the same. Expect next-level immersion through best-in-class design, technology, and storytelling, celebrating more than two decades of wizarding wonder. What to expect? From Page to Screen Gallery: Begin your journey with a first edition of Harry Potter and the Philosopher's Stone, encased in a Gringotts-style vault and surrounded by inspirational literary quotes and visuals. Hogwarts Castle Gallery: Encounter Dementors, the Whomping Willow, and see your name appear on the Marauder's Map in this stunning multimedia environment. The Great Hall Gallery: A grand tribute to the series' magical seasonal moments, brought to life through the hall's iconic architecture. Hogwarts Houses Gallery: After selecting your house during preregistration, dive into a celebratory hall that showcases each house with stained glass crests and the iconic Sorting Hat—a perfect photo moment. Hogwarts Classrooms: Hands-on magical lessons await—brew potions, repot mandrakes, predict the future, and fend off boggarts, all while exploring costumes, props, and secrets from the films. Hagrid's Hut & The Forbidden Forest: Explore the cosy interior of Hagrid's Hut and brave the forest to encounter centaurs and Acromantula. Here, guests can also conjure their own Patronus in an interactive spell-casting experience. A global phenomenon Following its world premiere in Philadelphia in 2022, Harry Potter: The Exhibition has bewitched over 3.5 million visitors worldwide, with stops in Salt Lake City, Krakow, Melbourne, and more. Now, the magic comes to the Middle East, promising an unforgettable encounter for fans in Abu Dhabi, owing to an initiative led by Warner Bros. Discovery Global Experiences, Imagine Exhibitions, Eventim Live, Proactiv Entertainment and the Department of Culture and Tourism – Abu Dhabi and Miral. Exclusive merchandise The journey doesn't end at the exit. A retail store onsite will offer an exclusive line of Harry Potter: The Exhibition merchandise—from apparel and collectibles to unique items unavailable anywhere else in the Wizarding World.
Yahoo
5 days ago
- Entertainment
- Yahoo
Black Sabbath 'immersive fan experience' opening at Bullring with Ozzy-signed merch
A new Black Sabbath 'immersive fan experience' is set to open at Selfridges in the Bullring today (Monday, June 23) offering a limited-edition band merchandise collection. The pop-up will offer a special selection of items including leather jackets signed by Ozzy Osbourne. Selfridges has created the collection to mark Black Sabbath's final ever gig, set to take place at Villa Park Stadium on Saturday, July 5. Read more: Black Sabbath at Villa Park - line-up, times, set list, tickets and how to get there Read more: All the Birmingham places heavy metal fans need to visit during Black Sabbath weekend The retailer is going big for the event, with local artist Mr Murals decorating the upper two windows of the three-floor shop with Black Sabbath images. Mr Murals made the news recently for his work turning a 36 metre-long stretch of Navigation Street into a giant Black Sabbath photo opportunity for visitors coming to Birmingham for the band's final show - Back To The Beginning. Over seven days surrounding the show, Mr Murals will be working on artwork live in Selfridges so visitors can see it come to life in real time. As far as the merchandise goes, the pop-up will sell jackets, hoodies, shorts, T-shirts and accessories. There will also be band memorabilia and gifts. The exclusive collection will feature collaborations with designers and creators including contemporary artist Mason Newman, Alpha Industries and Babylon LA. The Ozzy-signed leather jackets have been created by Vanson Leathers. The fan experience has been created by Bravado, an artist merchandise and lifestyle company, which has worked with Black Sabbath to make it possible. Inside Selfridges there'll be a metal-clad wall with the band's 'Henry' emblem with neon lights and Sabbath's signature purple-and-black colour scheme. The film The End will play on a digital screen. Mr Murals said: "I'm honoured to take part in the celebration of Black Sabbath's rich musical roots with such a unique piece of artwork right in the heart of Birmingham. "Nothing compares to painting live within your own community and I'm very excited to have my work on display at Selfridges." Sam Watson, the store director of Selfridges Birmingham, added: "We're so excited for this partnership and what it means not only for Black Sabbath and Ozzy fans but fans of music, as we celebrate a genre that was born in the city. "We look forward to welcoming fans old and new in anticipation of one of summer's biggest musical moments to discover more about the amazing legacy of Black Sabbath in Birmingham." Bravado president Matt Young commented: "'Black Sabbath's legacy is woven into the fabric of rock history, and bringing this exclusive fan experience to life in their hometown as they celebrate their final show is a true honour. "We found the perfect partner in Selfridges, who realised right away that this was a chance to create something special for fans beyond just selling merch. "It's a tribute to the band's enduring influence and a chance for fans to connect with their story in a powerful, immersive way." The pop-up is open until July 21.
Forbes
19-06-2025
- Entertainment
- Forbes
Netflix Expands Offline With Fan-Fueled Entertainment Concept
Two years ago, Netflix made the announcement that it would open 'Netflix Houses,' an offline concept where visitors would be able to shop, eat, play, and interact with their favorite shows in real life. Today, the streaming giant is sharing more details about the first location openings and what consumers can expect to experience, indicating a clear intention to develop brand touchpoints through physical retail and engage with consumers in additional ways. Netflix is officially expanding its footprint outside the digital sphere, with two Netflix Houses opening in Philadelphia and Dallas by the end of the year, and a third location in Las Vegas later on. The concept: extending its hit shows into real life and allowing visitors to immerse themselves and interact with the shows they love in-person. The spaces are developed to feel like playful, highly engaging touchpoints where fandom can be lived and expressed. 'Finally, a place where the Netflix story you can't get enough of becomes something real that you can play, shop, and taste. This is fandom coming to life, where you can actually step inside the worlds you've been watching and loving for years,' shared Marian Lee, Netflix's Chief Marketing Officer, on a company article. Netflix will merge the physical and digital worlds by offering VR games, where individuals will be able to play as the main character of a show or movie, play games, trivia nights and catch a movie while having a snack. The spaces are designed to feel like a giant playground for the fans of Netflix original shows and movies. These spaces - which will be permanent locations - signal a bigger ambition for Netflix: expand beyond screens to become a broader part of today's culture by interacting with people as they play, eat, and socialize. This move echoes Disney's evolution as a global cultural phenomenon that grew into a brand that's part of our culture, with theme parks being part of everyone's childhood (and adulthood too). By investing in physical spaces and experimenting with offline play and retail, Netflix is building experiences from scratch and hoping to anchor itself as a cultural brand, potentially hoping to turn into a lifestyle brand that spans beyond streaming. At a time when streaming platforms are fighting for subscribers, physical spaces provide a differentiated, engaging and fun platform that doesn't compare with digital offerings. Building these year-round, evolving immersive experiences will allow the streaming giant to embed itself further into modern culture and hopefully build loyalty amongst consumers. Gen Z's appetite for unique experiences and social-media worthy environments will certainly find a home with these Netflix Houses, expanding the streaming's giant's reach as a cultural brand and universe. In bringing its hit shows into the real world through permanent spaces that merge retail, dining and entertainment, Netflix is opening a new chapter aimed at turning content into culture and engaging with consumers far beyond the screen. Having already expanded into retail through fashion and lifestyle collabs, the streaming player is now going all in to grow its brand and stand out amidst fierce competition in the entertainment industry. A question looms: is this type of entertainment concept the future of theme parks?
The Guardian
16-06-2025
- Entertainment
- The Guardian
Cyclists, rowers and an aerobatic display: photos of the day
A preview screening of a new immersive experience, Our Story with David Attenborough, at the Natural History Museum Photograph: Jonathan Brady/PA Aaron Taylor-Johnson, Alfie Williams and Jodie Comer at a photocall for the film 28 Years Later Photograph: Scott A Garfitt/AP The peloton at the start of stage two of the 88th Tour de Suisse Photograph: TimSpain's Carlos Alcaraz at a practice session on day eight of the HSBC Championships at the Queen's Club Photograph: Ben Whitley/PA A dried out section of Woodhead reservoir after a prolonged period without rain Photograph: Phil Noble/Reuters The Austrian president, Alexander van Der Bellen (left), welcomes his Ukrainian counterpart, Volodymyr Zelenskyy Photograph: Heinz-Peter Bader/AP Smoke rises from the Sharan oil depot after an Israeli airstrike Photograph: Majid Asgaripour/Reuters Palestinians carry a man injured as he was queuing for aid to hospital Photograph: AFP/Getty Images The aftermath of an Iranian missile strike on a residential area Photograph: Moshe Mizrahi/Reuters People board a smuggler's boat in an attempt to cross the Channel to England Photograph: Sameer Al-Doumy/AFP/Getty Images People row on the River Avon near Warwick Castle Photograph: Jacob King/PA The aerobatic flying team Patrouille de France perform a flyover at the international Paris air show Photograph: Christophe Petit-Tesson/EPA Men work to remove a crane that has stood in front of the Uffizi gallery for almost 20 years Photograph: Massimo Paolone/LaPresse/Shutterstock Pupils take an exam at the Lycée Michel de Montaigne Photograph: Sébastien Bozon/AFP/Getty Images Japan's Haruka Kaju competes against China's Jing Tang at the Judo world championships Photograph: Ferenc Isza/AFP/Getty Images
