Roarsome, the childrenswear and outdoor family adventure brand previously known as Dinoski, has launched an immersive pop-up experience at Harrods. The augmented reality (AR) ski lift named the ‘Roarsome Express’ has been created to promote the brand’s winter collection.
Installed for six months, the Roarsome Express takes over a prime retail space within the Mini Designer Department located on the Fourth Floor of the iconic London department store. A colourful, illustrated snow-capped mountainscape forms the backdrop of the immersive space.
The branded ski lift, meanwhile, features Roarsome characters including Spike the Dinosaur, Hop the Bunny and Sparkle the Unicorn on the fascia of the cab
Custom-built by Codsteaks − the team behind the inspiring art installation the Bristol Whales − the Roarsome Express uses AR. Visitors simply download the EyeJack app to scan a QR code to bring the ski lift to life.
The interactive experience sees visitors transported to a magical, animated snowy ski scene through a window on the lift. The immersive AR experience is accompanied by an original score by the musician, Haniell.
Commenting on the pop-up experience is Will Chapman, co-founder of Roarsome
“Outdoor adventures have always been part of our story, so there was no better way to mark the launch of our winter collection in Harrods than to bring the outdoors into the store with the Roarsome Express.
“The interactive ski lift gives customers a unique way to discover and connect with our brand. It blends the best of physical retail with digital to create a memorable experience that brings to life who we are as a brand, by essentially providing customers with an outdoor experience in-store via the power of augmented reality.”
The artwork for the ski lift was designed by Swiss/French artist and illustrator, Mathilde Heu. Heu has joined Roarsome as its ‘Director of Puzzles and Play,’ with animation created by Italian animator and multimedia artist, Maria Piva.
The Roarsome Express is one of many examples of how the award-winning childrenswear brand has pioneered to immerse consumers in its brand world. Previous examples include using its fleet of American school buses as retail spaces. Also, using custom in-store fixtures to create storybook woodland scenes.
The Roarsome Express pop-up will retail the brand’s complete winter collection. This includes its iconic snowsuits, winter parkas, beanies, helmet covers and ski goggles. The Limited Edition Roarsome x Paw Patrol collection will also be available exclusively at Harrods.
The Roarsome Express will be available until the end of March 2023. To visit the brand’s website, please click here.
