Innisfree is an eco-friendly Korean beauty brand that's ubiquitous in Chinese malls. Its latest location is in the shopping center at the new Shanghai Disney Resort, where it got into the amusement park spirit with its own VR bike ride.
What does biking have to do with beauty? The skincare brand is known for sourcing ingredients on Korea's Jeju Island, a natural paradise popular with Chinese tourists. Shoppers climb onto an exercise bike and strap on a VR viewer. As they pedal, they're propelled on a tour of the island via a flying bike, and they can scoop up samples of ingredients like canola blooms, green tea leaves and nutmeg.
The experience for Innisfree's Disneytown shop was created by Korea's PostVisual, part of the J. Walter Thompson network, as a way to communicate the brand's message creatively in a small shop space. The concept is slated to spread to flagship stores in Hong Kong, Indonesia, Singapore, Vietnam and the United States.