This holiday season, Vans’ wanted to extend their “THIS TIES US TOGETHER” campaign into their brick-and-mortar stores across North America by creating an exclusive AR driven experience that combines innovative retail window shopping, physical installation and creative technology.

Users scan the QR code located on the Vans’ retail window display to unlock a vibrantly animated 3D scene. Users then choose one of three “virtual gifts” inspired by three unique stories including American indie pop band Muna, Queer art and music collective Bottom Feeders, and a group of artists and puppeteers at the historic LA Bob Baker Marionette Theater. After selection, users are prompted to “scratch to unwrap” the gift that will joyfully explode and take over the entire retail window. Its wrapping paper burst off with a flurry of dynamic 3D elements, transforming into their selected family’s style. After finishing the experience, customers are able to enter for a chance to win a year’s supply of Vans for their own families.

Tool of NA created a 270-degree curved experience that surrounds the user and encourages them to virtually look around the experience, while keeping them in a fixed location. Once all the pieces were in place, we continuously iterated and adapted the 3D scenes to create the most user-friendly experience.