xydrobe at Harrods

In 2024, xydrobe launched an exclusive partnership with Harrods to introduce the world's first immersive 4D virtual reality cinema within a luxury retail destination. Located on the fifth floor of the Knightsbridge flagship, xydrobe at Harrods reimagined experiential retail, creating a destination where the world's most prestigious brands could engage audiences through immersive storytelling.

Designed in collaboration with architectural design house Sybarite, the destination featured a bespoke 20-seat VR cinema alongside an adjoining lounge that could be fully customised for each brand activation. Every element of the space was conceived to elevate the customer journey, providing brands with a premium environment to host launches, private events and immersive experiences.

The cinema combined industry-leading virtual reality with synchronised 4D sensory effects, including cinematic visuals delivered through VR headsets, spatial audio, scent, wind and environmental effects, creating deeply immersive experiences that engaged audiences on every level.

Since launching, the venue hosted memorable brand experiences including Vacheron Constantin's Adventures of the Green Man and Dior Parfums' The Ball of Dreams, each transporting guests into beautifully crafted virtual worlds designed to deepen emotional connections.