Falconeri brings VR to its stores: an immersive journey into cashmere care
Falconeri
The quality of cashmere is not measured only by its softness and preciousness, but also by the care that each customer devotes to the garment over time.
With this belief, Falconeri has chosen to transform the act of maintenance into an engaging and memorable experience thanks to Virtual Reality.
Through an immersive journey inside its stores, the brand combines technological innovation and artisanal tradition, offering customers a new way to learn how to love and preserve their garments.
The project
Falconeri, in collaboration with AnotheReality, is introducing an innovative Virtual Reality experience in its stores.
The goal is twofold: to engage customers through a gamified journey and to highlight the importance of cashmere care, a natural and precious fiber that represents the essence of the brand.
The project comes to life thanks to Reflectis, the proprietary interactive 3D simulation platform developed by AnotheReality.
Reflectis makes it possible to create, manage, distribute, and scale immersive experiences within organizations, enabling Falconeri to deliver a solid digital journey that is easily replicable and perfectly integrated into the retail context.
The customer experience
By wearing the VR headset, customers are guided through an interactive journey that combines quizzes, videos, and informational content.
In a virtual space designed with meticulous attention to detail, the user goes through four fundamental steps:
Preparation for washing with the Falconeri brush.
Washing with the specific lotion.
Drying with the flat-drying cloth and drying rack.
Ironing with an iron and the garment laid flat.
Each stage transforms learning into a direct and intuitive experience, keeping attention and engagement high.
The challenge
This activation was created with the intent to strengthen the relationship between Falconeri and its customers in-store.
At the end of the journey, users not only discover the secrets to preserving the beauty of cashmere, but also live an experience that consolidates their trust in the brand, the true guardian of quality and Italian tradition.
Impact and results
The project comes to life through an immersive roadshow across five stages, bringing Falconeri’s Virtual Reality into the most symbolic cities of fashion and craftsmanship:
Rome (2 stores)
Florence
Milan
Naples
This choice demonstrates Falconeri’s desire to stay close to its customers, offering an innovative experience that is also deeply connected to the brand’s DNA.
With this initiative, Falconeri reinvents the in-store experience: technology becomes a tool to tell the story of tradition, enhance cashmere, and offer customers a moment of discovery and authentic connection with the brand.
