Singapore – The prestige skincare company has created a Tokyo-inspired digital city filled with branded experiences.
The SK-II City allows visitors to navigate a bustling intersection based on the iconic Shibuya Crossing. There, they can enter a virtual cinema and be immersed in six ‘VS’ Series films created by SK-II, each of which explore different societal pressures faced by women. Visitors can also cross the street and enter the SK-II Studio for behind-the-scenes footage from the film series.
The city marks a new milestone in how the skincare brand is transforming the beauty retail experience into a playful virtual alternative. ‘In these times of the pandemic, as international travel is still restricted, we want to be able to provide our consumers a gamified experience that she can gain inspiration and shop in a safe yet entertaining and meaningful way.’
Brands such as SK-II are taking inspiration from the experimental nature of the Metaverse – an interconnected series of virtual realms, creating new routes for customer interactions.