South Korean beauty brand Innisfree used virtual reality (VR) to solve the question of how to take customers on the same journey taken by the brand. Powered by in-store bicycles, customers escape the four walls of the company’s new Shanghai Disneyland store by traveling on the Jeju Flying Bike.
Visitors pedal in-store bikes to power their virtual reality travels around the UNESCO protected island of Jeju. Jeju is a volcanic island with a rich diversity of plant life, growing many of the ingredients used by Innisfree in its products. Using eye-tracking software, bicyclists on the Jeju Flying Bike experience collect empty bottles they use to gather ingredients.
The challenge was to break the limitation of the small space, and build a unique brand experience that can deliver the innisfree brand story. With interactive play, the Jeju Flying Bike lets consumers experience the brand through their entire body and drives home the brand essence, which is ‘innisfree = pure Jeju.