Casa Havana was a pop-up bar in London created for Havana Club, the Cuban rum brand. What separated that bar from other pop-ups is that it merged reality with digital technology, transporting attendees from the London bar to a humble room in Cuba.
The Casa Havana bar itself featured posters and murals created by Cuban artists, and the overall decor of the space was meant to evoke the ethos of the Caribbean island. However, the most striking aspect of the campaign was its use of virtual reality.
One of the rooms of Casa Havana was meticulously decorated in order to closely resemble an authentic Cuban apartment. After sitting down at the desk in the room, attendees were invited to don a VR headset that placed them in much the same room. After a moment, though, that room transformed into a truly authentic Cuban space, with views of palm trees out the window.
Virtual Cuban Barrooms
Havana Club Offered a VR Experience at Its Casa Havana Pop-Up
Trend Themes
1. Virtual Reality Immersive Brand Experiences - Creating immersive brand experiences through virtual reality can transport consumers to unique and engaging environments.
2. Artistic Pop-up Spaces - Designing pop-up spaces that feature curated local art can provide a unique and memorable experience for attendees.
3. Incorporating Local Culture in Brand Activations - Incorporating local culture and traditions in brand activations can create a sense of authenticity and resonate with consumers.
Industry Implications
1. Alcohol and Beverage - Alcohol brands can leverage virtual reality and art to create unique experiences for consumers at pop-up events.
2. Travel and Tourism - Tourism boards can create virtual reality experiences that transport potential visitors to a location and showcase local art and culture, enticing them to plan a trip.
3. Technology and Innovation - Innovative technologies like virtual reality can be used to create engaging and memorable experiences for customers across various industries.