In tandem with the scent hitting select Nordstrom doors and nordstrom.com stateside today, the makeup artist will unveil a virtual reality experience at the retailer using the Samsung Gear powered by Oculus. A virtual film, created by Tilbury and artist and director Antoine Wagner, features Kate Moss, the face of Scent of a Dream, and costar Nathan Mitchell at a “hedonistic dance party.” The two embark on a trip to “outer space” where they travel through “glittering galaxies” and perfume bottles moonlight as flying saucers. The campaign, shot with a virtual reality camera, launched in the U.K. on Aug. 18 at Selfridges and Tilbury’s Covent Garden store, and on Sept. 19 will be available in New York City’s Bloomingdale’s flagship store.
The program is multifaceted, with the first of three touch points starting at the store level where customers can view the film with an Oculus headset. Next, an experience will kick off Sept. 19 where shoppers can watch the film via a YouTube link with a Google Cardboard device at Nordstrom and Bloomingdale’s counters where the brand is sold. And for those who can’t make it to a store, a 360-degree The Scent of a Dream Virtual Reality Film that can be accessed on Tilbury’s digital flagship at charlottetilbury.com.
“The reason I wanted to create this…was to bring to life my scent for every user in a multisensory capacity,” Tilbury said of the virtual reality film, which takes place on the same set as the scent’s campaign film that was shot by Baillie Walsh.
“Not only is it a journey through space…but it also physically [and] visually evokes the ‘time-traveling’ sensation and haunting effect that perfume can have on others,” Tilbury added.