Nespresso Australia has announced it has appointed independent agency Atomic 212° to develop content for its learning and development program using a combination of virtual reality (VR) and interactive 360-degree video.

Production is already underway for the project across multiple international locations, with Nespresso’s interactive experience set to roll out in August.

Nespresso learning and development specialist Emma Hutley said: “Virtual reality is a game-changer. This project will allow us to engage staff and partner training with a whole new level of digital immersion.”

Danielle Wylie, learning and development manager at Nespresso added: “We sat down with Atomic to explore potential options in the VR space, and immediately we knew they were the right agency for us. Their creative ideas and their commitment to technological innovation really stood out.”

Atomic 212° executive creative director Jonas Lembke said the territory of VR generates an impressive new standard for engagement and interactivity.

“There is a huge amount of energy in the agency right now,” he said.

“Nespresso is an incredible brand with a unique retail experience. Working with VR in the educational space is fascinating, particularly when it becomes a tool beyond entertainment. This changes the whole way the technology is applied.

“While VR is nothing new, it has progressed in leaps and bounds in recent years. Major players like Facebook, Sony and Google are investing heavily in virtual reality and augmented reality. We have finally reached a point where marketers can get some real value.

“With this level of competition among tech giants, we’re seeing major improvements – fast – and this is generating huge interest from consumers. This, in turn, is great news for marketers. The possibilities are endless.

“And to be working with a brand as iconic as Nespresso in such an exciting space is the icing on the cake. Nespresso is an exceptional client that makes innovation a tangible reality.”