Virtual Reality for Brand Acquisition

Customers no longer need to rely solely on plans and their imagination to envision their future boutiques. Thanks to new tools like Virtual Reality (VR), they can easily gain a clear and impactful impression of planned shops.

Early steps in VR

DOBAS has been using VR for several years. In 2017, we launched a pilot project with our rendering partner, Zoom VP. Appropriately, we chose a boutique for which high-resolution still renderings had already been created and that was in the realisation phase. This approach allowed us to compare the virtual version of the space with its real-world counterpart. The insights gained from this experiment have since informed our future projects.

When VR makes sense in interior design

Creating a virtual reality environment is a significant investment. Therefore, transparent communication about expectations and objectives is essential. In the case of multi-brand boutiques, VR can be particularly valuable for attracting new brands to the future shop.

This was precisely the goal of the owner of a Zurich-based multi-brand boutique. His watch shop needed to establish its own identity while also providing an attractive environment for well-known brands. Each brand was to have equal prominence, with its corporate design effectively implemented. Seating areas for consultations were designed to be neutral zones usable by any brand.

DOBAS developed a concept characterised by open spatial design and clear brand visibility. At the centre of the multi-brand boutique, chain curtains create a sense of privacy while maintaining partial transparency. Along the walls, brand corners were established, each reflecting its respective corporate design and featuring a back wall with a visual. The jewellery is displayed in custom-designed cases.

To excite new brands about the redesigned boutique, DOBAS recommended using Virtual Reality. Decision-makers could virtually visit the planned boutique, get a sense of the location, and experience the presentation possibilities firsthand. Attracting high-profile brands could also have a positive impact on financing.