Magrabi Optical is one of the best-known eyewear companies in the Middle East. For the new retail store launch event in Dubai, in collaboration with Spectre digital agency, we developed a new, innovative way of Magrabi's target audience engagement, which goes far beyond all the traditional visualization methods – an immersive VR retail experience.
Magrabi’s marketing team suggested using virtual reality as a fresh, engaging, and immersive way of connecting with the young audience, which allows taking the customers to the virtual concept store and making them feel the actual presence. We decided to use Google Cardboard as an affordable and portable VR platform compared to PC-based Oculus and HTC Vive.
The VR experience we delivered played really well at the event and beyond and helped the customer achieve the main goals: engaging an additional audience and positioning their brand as a modern and innovative company.
Approach and Solution
Program-Ace developed a virtual reality retail experience for Magrabi’s customers, which allows for visiting the retail store and getting the product information without the physical presence at the store.
The VR store has been developed as a set of realistic locations of the actual store in Dubai. The user has an ability to take a virtual tour around the store. We placed special triggers around the virtual environment, so when the user approaches certain display stands in the VR store, the video content is played, giving the user all the necessary information about the products presented at this stand.
It was a full-cycle VR development project, where we created the product from the requirements analysis to the final delivery. All the art assets have been created by our art department, and our cross-platform department developed the application for iOS and Android using the Unity 3D engine.
- The application was downloaded by more than 1,000 users over the promotion period
- The VR experience was a huge success at the event, and it helped attract to the booth about 40% more audience than usual
- Margabi VR store concept app was one of the first virtual reality retail experiences and served a great example of using VR for marketing purposes
- Smart using of the latest technologies helped Magrabi present themselves as innovators and catch the wave of the growing popularity of VR