Yahoo, Charli Cohen And Selfridges Create Virtual World For Pokémon’s 25th Anniversary

Yahoo, Charli Cohen And Selfridges Create Virtual World For Pokémon’s 25th Anniversary
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



To celebrate the 25th anniversary of Pokémon, Yahoo has partnered with London-based fashion designer Charli Cohen and British department store Selfridges to launch Electric/City, a first-of-its-kind immersive shopping experience for fashion and gaming buffs.

The immersive, 360 degree video experience takes shoppers to cyberpunk fashion capitals around the world where they can discover and buy limited-edition garments from the Charli Cohen x Pokémon range, as well as an exclusive Charli Cohen digital only range.

Purchase of the digital garments enable fans to create and dress avatars in augmented reality (AR) and can be worn across 300+ virtual platforms including VRChat, Somnium Space and Mozilla Hubs. Shoppers can also access their digital outfits with an AR body tracking Snapchat lens.

 

The work was brought to life by Yahoo’s UK team in collaboration with tech partners ReadyPlayerMe, BlockV, Wolf 3D and Aircards.

Zoe Cocker, head of brand & Yahoo creative studios ANZ commented: “This project out of the UK goes to show how we’re helping creators and brands bring their immersive experiences to life across the metaverse.”

“Curiosity has piqued here in Australia and New Zealand, and over the last 18 months we’ve seen huge consumer demand for immersive experiences. The Electric/City brandiverse is just one example of how we’re using a hybrid of emerging technologies to create immersive brand experiences at scale.”

Director of creative technology at Yahoo UK Sam Field added: “This project combines 3D virtual environments, 4K video streaming, 3D design software for digital clothing, motion capture, blockchain-enabled digital collectibles, augmented reality and more.”

“As an industry rooted in innovation, our Brandiverse is a natural fit for fashion brands – embracing the power of immersive storytelling to allow people to explore their identity through fashion in new ways and throughout their physical and digital lives. The combination of The Pokémon Company International, Charli Cohen’s focus on tech-inspired fashion, and a retail powerhouse like Selfridges makes for an incredibly exciting collaboration.”

Forbes 30 under 30, London-based fashion designer Charli Cohen said: “Our digital identity has become as important as our physical one as the line between the two continues to blur. With this first of its kind digital store we can give customers the ability to choose whether they want a physical or digital Charli Cohen garment and if digital, what platforms they want to take it into – giving the digital clothing true utility and not just bragging rights.”

“Having grown up with the original Pokémon Red and Pokémon Blue on the Gameboy back in the 90’s the Pokémon IP holds a lot of nostalgia for us so it’s an honour to be part of its anniversary celebration. The limited edition physical collection focuses on Pikachu and uses the number 25 to coincide with Pikachu being 025 in the Pokedex and Pokémon’s 25th birthday.”

As part of the launch, Yahoo has partnered with Charli Cohen, Selfridges and BlockV to run a three-day in-store launch promotion from within Selfridges itself. Visitors that head to the world-famous London store can take part by registering for a digital wallet and scanning a live-display for a chance to win physical prizes or one of the Charli Cohen digital collectibles.

Please login with linkedin to comment

Charli Cohen pokemon Selfridges yahoo

Latest News

The Athlete’s Foot Promote The Perfect FIT With New Online Talk Show
  • Campaigns
  • Marketing

The Athlete’s Foot Promote The Perfect FIT With New Online Talk Show

The Athlete’s Foot, also known as the “Experts in Fit”, have commissioned some well-known faces to explore a range of topics all related to FIT in their new online series #FITTALK. Each season, a new host will tackle different topics ranging from finding the right shoes for your activity, enhancing your FIT with the correct […]

AKQA Is Taking Cannes In Cairns To New Heights!
  • Advertising
  • Marketing
  • Media
  • Technology

AKQA Is Taking Cannes In Cairns To New Heights!

Judging by Cannes In Cairns' impressive itinerary your brain's frontal lobes will get as good a workout as your liver.

by B&T Magazine

B&T Magazine
BBC Studios To Produce Space 22, Its First Original Format For ABC
  • Media

BBC Studios To Produce Space 22, Its First Original Format For ABC

BBC Studios will produce Space 22, its first locally created format for the ABC in Australia. Space 22 will explore the impact of art and creativity on mental health in a new six-part documentary series. The series, which is created and produced by BBC Studios’ Australian production arm, will also be available to the international […]

Sanitarium Recruit Milk + Honey United For Visually Engaging New Campaign
  • Campaigns

Sanitarium Recruit Milk + Honey United For Visually Engaging New Campaign

Sanitarium and Milk + Honey United have launched a visually striking new campaign for The Alternative Dairy Company’s range of plant-based milks The national campaign, ‘Today’s Milk’, will launch via online video, OOH and social and digital, and will focus on the company’s diverse range of soy, oat and almond milk variants. Creative executions will […]

Brisbane Creatives Call On Corporate And Commercial Leaders To Support Lifeline Giving Day
  • Campaigns

Brisbane Creatives Call On Corporate And Commercial Leaders To Support Lifeline Giving Day

A collective of Brisbane-based creatives are getting behind Lifeline Queensland’s Giving Day campaign in a bid to rally funds for their Crisis Support service. BCM Group, Israel Rivera, and Rosco Audio are calling on their networks to donate during the 12-hour digital fundraiser on Thursday the 25th of November. Managing director of BCM Group, Phil […]

Commonwealth Bank And M&C Saatchi Team Up For Empowering ‘Game Changers’ Campaign
  • Campaigns

Commonwealth Bank And M&C Saatchi Team Up For Empowering ‘Game Changers’ Campaign

Commonwealth Bank have combined their long-running support for women’s cricket, with their recent sponsorship of women’s football and The Matildas for an empowering new summer campaign. ‘The Game Changers’ aims to champion both elite and grassroots female cricketers and footballers, who through their skill and passion are moving the game forward and changing it for […]

BBC Set To Record Over Half-A-Billion Weekly Viewers in 2022
  • Media

BBC Set To Record Over Half-A-Billion Weekly Viewers in 2022

The BBC is on track to achieve a record half-a-billion global viewers by the time of its centenary celebrations in 2022. The forecast is based on the Global Audience Measure (GAM) published today, which records the total weekly number of adults accessing the BBC around the world. The GAM found the broadcaster had achieved its […]