To coincide with the kickoff of the Salone del Mobile design show, Balmain recently opened its new concept store, the first of its kind by creative director Olivier Rousteing—and it is one that features a VR experience called 'My City of Lights.'
The virtual reality experience is one that's part of Balmain’s Wonderlabs marketing strategy, which focuses on entertainment and technology. The experience is designed to take visitors into the mind of Rousteing in order to better understand the creative influences that inspire his works. After donning a VR headset designed by Rousteing, fashion fans will find themselves virtually transported to Parisian rooftops and immersed in the rooms of a Baroque castle.
The opening of this new Balmain concept store in Milan is the luxury brand’s first flagship in Italy, although the My City of Lights experience will be shared with other Balmain stores globally.