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Electric/City: An immersive shopping experience (Selfridges x Pokémon x Charli Cohen)

Technology

Virtual production, XR, augmented reality, virtual reality, gaming, game engine, motion capture, NFT, digital fashion, ecommerce

Project type

Immersive shopping experience

Date

September 2021

To celebrate the 25th anniversary of Pokémon, Yahoo Ryot Lab partnered with Selfridges and London-based fashion designer and Forbes listed 30 under 30, Charli Cohen, to launch Electric/City, a first-of-its-kind immersive shopping experience. The collaboration gave fans exclusive access to discover and buy limited-edition garments from the Charli Cohen x Pokémon range, as well as an exclusive Charli Cohen digital-only range, available as NFT's that unlocked further perks.

The digital environment enabled fans to discover the Charli Cohen collections through an immersive 360 experience, where shoppers could explore Electric/City, a cyberpunk take on fashion capitals around the world, littered with neon signs inspired by, and celebrating, the iconic Pokémon, Pikachu.

Hotspots within the virtual world enable fans to buy items from the CC x Pokémon physical collection, made-to-order and delivered to their home. Working in collaboration with Charli Cohen, as well as partners BlockV, Wolf 3D and Aircards, Yahoo Ryot Lab created an additional bespoke digital Charli Cohen collection, separate from the Pokémon collection. Fans could purchase these digital garments exclusively in the 3D, immersive virtual store, accessed in browsers across mobile, tablet and desktop at www.ElectricCity.co. Once purchased, these digital garments will be saved into an secure web-based blockchain wallet, provided by BlockV, allowing their new owners to show them off across different digital platforms.

The Charli Cohen x Pokémon physical collection unlocks:

Snapchat: Fans can celebrate the 25th anniversary using an exclusive snap lens attached to every garment

The Charli Cohen digital garments unlock:

Ready Player Me: Fans can create their own avatars with Charli Cohen garments to view in AR and share socially, as well as being able to use the wider Charli Cohen collection for their virtual avatars across 500+ other virtual platforms, including VRChat, Spatial, Somnium Space and Mozilla Hubs.

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