Xydrobe
A first-of-its-kind multi-person VR cinema, redefining luxury retail through immersive storytelling, multisensory technology and hybrid experience.
As architectural partner to xydrobe, Sybarite collaborated on the creation of the first multi-person virtual reality experience for luxury retail within Harrods. Developed as a new platform for immersive brand storytelling, the destination combines architecture, technology and sensory engagement to create a pioneering model for hybrid retail.
- Key Info
-
- Location
- Harrods, London, UK
- Client
- xydrobe
- Services
- Architecture, Interior Design, Experiential Design, Retail Design, Strategic Advisor, Spatial Technology Integration
- Year
- 2023 - 2024
- Photography
- Sandra Ciampone, Courstesy of xydrobe
- Press
-
- Location
- Harrods, London, UK
- Client
- xydrobe
- Services
- Architecture, Interior Design, Experiential Design, Retail Design, Strategic Advisor, Spatial Technology Integration
- Year
- 2023 - 2024
- Photography
- Sandra Ciampone, Courstesy of xydrobe
A New Retail Typology
Positioned at the intersection of retail, hospitality and entertainment, xydrobe at Harrods was conceived as more than a virtual reality experience. Rather than simply showcasing products, the project explored how emerging technologies could create richer, more meaningful customer engagement through storytelling, emotion and participation.
Launching with The Exceptional Voyage — a multisensory collaboration between Harrods and Vacheron Constantin — the experience combines a bespoke 20-seat VR cinema with a customisable brand lounge, creating a flexible platform for activations, product launches and cultural storytelling.
From Pod to Cinema
Building upon the original xydrobe single-person pod, Sybarite translated its defining design principles into an architectural environment capable of accommodating larger audiences while maintaining the intimacy of the original experience.
The inherent curvature of the pod informed the entire spatial language, from the arrival façade and circular entry portals to the seating, lighting and architectural detailing. Visitors move through a cocoon-like tunnel structure, guided by a subtle linear light path that gradually disconnects them from the surrounding retail environment and prepares them for immersion.
Architecture for Immersion
Designed as a place of escapism, the cinema was intentionally conceived as a blank canvas for xydrobe’s storytelling technology. A tightly edited palette of materials, colour and form creates a calm and grounded environment, allowing the virtual experience to take centre stage.
Every technological component is carefully concealed within the architecture itself. A bespoke curved ceiling conceals the technical infrastructure while enhancing acoustics, mirrored black Barrisol introduces depth and optical clarity, and custom seating with rounded headrests maximises comfort throughout the experience.
Powered by industry-leading Varjo VR headsets, immersive surround sound, scent diffusion, wind and temperature effects, the environment transforms storytelling into a fully multisensory experience.
CONCLUSION
The launch of The Exceptional Voyage marked the beginning of a new chapter for experiential luxury retail – part cinema, part hospitality destination and part storytelling platform, xydrobe at Harrods demonstrates how architecture and technology can combine to create the next generation of luxury retail experiences.
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