North Face is hosting a SXSW Virtual Reality event that revolves around an immersive experience of moviemaking techniques. All a visitor needs to do is visit the Google Fiber Space to check out 3-minute content on Google Cardboard. Those who aren't lucky enough to attend South by Southwest this year will be able to view the footage at North Face's Chicago, New York and Los Angeles stores after the festivities in Austin.
Created with the help of Jaunt, the technology company that builds the hardware and the software creating the cinematic VR experience, the SXSW Virtual Reality event aims to get people outdoors and help them live a life of exploration. Eric Oliver, director of digital marketing for The North Face, says, “We don’t have concrete commercial metrics, but when people pilot it and say ‘wow, that’s amazing,’ or need to sit down, that’s the reaction we’re looking for."