Hush Studios developed this immersive experience for a pop up store in Shanghai. It begins with a long tunnel of light that preps the viewer for the experience to come . . . a 270 degree panoramic film that engulfs you in the "brand" experience, demonstrating Under Armour's role in a pro athletes life. "I Will" is the brand's "Just Do It", but it's the film that brings this slogan to life. When you walk out of the experience into the pop up store, you're pumped to shop!
I believe these kinds of sensory experiences which deliver beyond the confines of a simple video, immerse one in the brand, bringing it to life. Cultural institutions have other communicative goals, by immersion is a common thread. Imagine an exhibit like the Brooklyn Muesum's War/ Photography: Images of Armed Conflict and its Aftermath, in a 270 degree experience comprised of photos, music and voice overs from soldiers, family members and victims. The exhibit is quite moving & impactful as is, I can only image the effects of this same content just presented in this other way, maybe as the last thing you see before exiting, the culmination of everything you've just seen, leaving you with visceral feelings you won' soon forget.