Merrell, named the 'Most Loved Brand' by U.S. consumers in a 2014 NPD Group study, brings a new virtual reality experience to Park City during the Sundance Film Festival through an exhilarating, interactive Oculus Rift project - Merrell’s TrailScape. Marking the first-ever commercial use of a 'walk around' virtual reality, this is a milestone taking the in-goggle experience, designed by Oscar award-winning Framestore, to new heights.
The immersive journey transports people to a basecamp high in the mountains for a thrilling outdoor experience where they scramble along treacherous rock ledges and navigate a wood suspension bridge between peaks.
In tandem, the activation during Sundance marks the debut of Merrell’s most technical hiking boot to date, the Capra. Named and designed after the Capra mountain goat, known to scramble through trails and mountainsides, the boot aligns naturally with the experience. The Merrell presence at Sundance also includes a multi-faceted partnership with leading magazine Rolling Stone.
“Merrell’s TrailScape during Sundance celebrates an exciting new era for our brand,” said Gene McCarthy, President of Merrell. “We are collaborating with Rolling Stone to bring the consumer a breathtaking experience that will inspire them to connect with the awe of the outdoors.”
As part of the Rolling Stone media partnership, facilitated by Merrell’s agency of record Hill Holliday, Merrell will host an Interview Studio where legendary film reviewer Peter Travers will conduct interviews with key filmmakers, tastemakers and festival talent. Merrell and RollingStone will also present a concert Sunday night, January 25th, with a noted recording artist TBD.
Merrell’s TrailScape will be hosted during Sundance at 625 Main Street from January 22nd-25th.
Along with the Oculus Rift experience, the space will feature festival hospitality, a gifting studio, junket event space and a celebrity portrait studio. Within the space, guests will also be able to sample key Merrell products from mid-layers to hiking boots. This event kicks off the first of many Merrell TrailScape experiences powered by Oculus Rift that will inspire more people to get outdoors.
Merrell inspires people to seek outdoor challenges and seize the outside everyday. Merrell hiking boots, trail running shoes and outdoor apparel are built on Merrell’s heritage of quality and performance. Their innovative technologies deliver ready to wear comfort and performance on the trail.