Yesterday, Thursday 5th May 2023, the city of Madrid and its iconic Gran Vía street, hosted one of the most avant-garde events of the year, thanks to the Inditex clothing and accessories brand Pull&Bear and one of the singers of the moment, Sen Senra. Together they celebrated the premiere of the artist’s augmented reality show outside the recently opened flagship store (Gran Vía, 32).
For this occasion, P&B decided to bring together a series of talents and the innovation agency WildBytes to design a whole universe in augmented reality that, as we said, has taken over the center of Madrid, surprising all passers-by and even the police. It was to be expected that everyone who passed by would come to see what was happening, especially if the artist was in the middle of it. The fans of the artist approached him to immortalize the moment until suddenly there was silence to give way to what everyone was waiting for.
Phone in hand and after having downloaded the necessary apps to enjoy the performance, all the attendees were able to see the show in augmented reality, in which the flagship store was transformed into a space with 3D elements that filled the street and surrounded the passers-by in total synchrony with the music and the performance of the singer’s avatar. From three-dimensional lyrics with futuristic materials that followed the beats of the song, to a rain of psychedelic spheres falling from the sky and moments in which the singer’s avatar surfed through the air over the impotent facade of the new Pull&Bear shop.
Amazing, isn’t it? Few of those present had ever experienced anything like it, to which Julio Obelleiro, co-founder of Wildbytes, said: “Young audiences are constantly looking for new experiences. Augmented reality makes it possible to create experiences in which the mix of the physical and the digital is increasingly credible and aesthetically surprising. In this project, we have used a new technology known as VPS (Visual Positioning Service) that allows us to anchor 3D content to a physical space, such as a building, with unprecedented precision. A really interesting innovation to highlight Pull&Bear’s commitment to digital, connecting the physical façade of the flagship store with a musical show in augmented reality that is at the forefront of what is possible today”.
With this innovative omnichannel action in line with its commitment to a new and digitised shop concept where the customer is always at the centre, Pull&Bear strengthens its position as a leading global brand for the young community, and as a window to creativity and talent. Finally, to commemorate this event, a commemorative T-shirt was designed with Sen Senra’s name on it, which some visitors were able to take away with them along with a tote bag.
The metaverse is no longer a thing of the future, it is pure present, and Pull&Bear knows it well. What and how will it surprise us next time? Let’s see…
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