VR cinema pioneers xydrobe are to host a “multisensory” 4D cinema experience at Harrods this Spring.
Set to open in June, the cutting-edge, virtual reality cinema is to be located on the fifth floor of the Knightsbridge store, and will seat up to 20 guests at a time.
Visitors and viewers in attendance will use the highest-grade VR headsets to “conjure tactile sensations of wind, temperature, immersive surround and a variety of scents”.
A series of 4D experiences, curated by a selection of top-tier brands, will run for a limited time on a month cycle.
Each experience will last for 10 minutes.
Guests can book a time slot for the Harrods experience via the xydrobe website, whilst a selection of tickets will be made available on the day through the cinema reception.
The cinema space is to be designed by London architectural firm Sybarite, a long-time partner of xydrobe – whose founders say this will be their most ambitious retail venture to date.
Previously, xydrobe have created VR content for brands including Manolo Blahnik and JW Anderson.
