Designing the First VR Park in Europe

Ymagis, a global leader in Cinema technologies, wanted to expand its business with a DTC concept based on VR.
We helped build everything from the business model, the branding to the CX.

.What I did

Research / Branding Strategy / Naming / Physical and Digital UX /Architecture Strategy /  Advertising Strategy / Acquisition Strategy

.The Main Truth We Discovered

Even though Virtual Reality has been on everyone's radar for about 5 years now, it's still perceived by many as a geeky, complicated, and even creepy thing for several reasons:

- All the brands within the sector are techno-centric

- All the content created is sci-fi oriented

- The existing locations of VR entertainment are creepy places (mostly caves) where visitors can only play solo experience. 

- The most popular image related to VR is the « Zuckerberg walk within zombies wearing Oculus Rift »

To fill 10,000-square-foot locations, we needed to make VR accessible and "popular."

.The Answer

To fill these 10,000-square-foot locations, we had to create an inclusive concept.

Instead of being techno-centric like everybody within the sector, we decided to base our concept on the sensation and emotions given by VR experiences. The wonderful illusions the VR creates on everybody’s mind and brain, making all of us children again. 

That’s how ILLUCITY was born. The first adventure park in virtual adventures « where playful illusions happen ». 

Once we had this brand platform based on illusions, it was easy for us to brief the architects, to design the physical and experience, the brand identity, the staff’s guidelines, and the advertising campaign. 

The first ILLUCITY location is based in Paris and will be followed by several other big French cities. Locations in Dubai and the US are planned too.