xydrobe Teams With Harrods To Open First Multi-Sensory Virtual Reality Cinema

xydrobe, a new and exclusive VR destination, has announced Harrods as the first retail partner to open its state-of-the-art multi-sensory virtual reality cinema, providing visitors access to a diverse program of immersive experiences from the world’s most coveted luxury brands.

Opening in June 2024, the fifth floor of the Knightsbridge landmark will feature the xydrobe VR Cinema, providing customers with an immersive 4D experience that aims to redefine the essence of storytelling and entertainment. The space will offer a unique platform that hosts a curated calendar of monthly experiences, where the world’s most loved brands share their narratives in a way that engages all the senses.

Additionally, the space will be able to house up to 20 guests at once, all of whom will be able to discover a new dimension of entertainment delivered by cutting-edge technology. The 4D capabilities of the experience will also provide top-class visuals shown through the highest-grade VR headset — providing sensations of wind, temperature, immersive surround sound, and a variety of scents.

Co-founded by Nell Lloyd-Malcolm, Isabella Gallucci, and Michael Pegrum in November 2021, the opening of xydrobe at Harrods becomes their most ambitious expansion to date, with their collection of VFX content and immersive virtual reality experiences working with brands such as JW Anderson, Manolo Blahnik, Givenchy and most recently Dr. Barbara Sturm.

Take a closer look at what’s to be expected from the new xydrobe installation at Harrods above and be sure to check it out when it opens in June.