Is Virtual Reality Making a Comeback?

Whether you’re an integrator, a designer or simply a label-defying creative, the EXPERIENCE is everything. Host Bryan Meszaros explores the story behind the exhibit to understand how a carefully crafted experience traps into the human experience to connect people to place.

 

Virtual reality (VR) can lead to amazing experiences, but not every application really connects. Its history and future as part of an immersive environment hinge on a few things: a creative story and a physical connection. Experience by Design host Bryan Meszaros shared his thoughts on the technology.

“I participated in a retail-focused organization technology event, and the question came up around what has value and impacts the customer experience. I went with VR, but I admit I have a love/hate relationship with it,” Meszaros said.

“There needs to be a reason to put on the VR goggles that compels people to interact and be a part of it.” – Bryan Meszaros

Meszaros’ hesitation is because its application often has no connection to the environment or user experience. As a result, he came up short in trying to describe examples of retail doing it well. However, its use in entertainment is compelling. “There is a reason to put on the goggles because there’s a creative story around it, such as the VR Star Theme Park in China.”

But how does VR become more than just the visual? Meszaros shared some prime examples. “There’s a hotel in London with a VR cocktail. You’re flying over the Isle of Mull in Scotland while enjoying the drink. It’s connected to something physical and offers a sensory experience.”

A restaurant in Syracuse, Spot 26, is an example of an immersive experience that doesn’t require goggles. The restaurant partnered with Quantum Virtual Experiences. The themes change nightly. “It really is reality as you see it. The walls, tables, and plates come alive,” Meszaros added.

Canada Gooses is a unique example of VR in a multi-sensory retail setting. Guests can “walk” along cracking ice in a -12°C room. “It’s a brand experience you can feel and cleverly connects the retail experience to the brand narrative in a visceral way since you’ll need its most popular parka,” Meszaros explained.

Watch Previous Episodes Right Here!

Follow us on social media for the latest updates in B2B!

Twitter – @MarketScale
Facebook – facebook.com/marketscale
LinkedIn – linkedin.com/company/marketscale

Follow us on social media for the latest updates in B2B!

Image

Latest

stealth students
Colleges Turn to Precision Marketing, Advanced Tracking, and Privacy-First Strategies to Engage Stealth Students
September 5, 2025

Colleges and universities face mounting challenges in reaching prospective students who never formally identify themselves in the recruitment process—often called “stealth shoppers.” Research shows that at least one in three applicants to private four-year colleges in the U.S. apply as stealth students. For enrollment leaders, this hidden audience—students who research institutions anonymously online before ever…

Read More
UGC
How to End UGC Self-Sabotage in B2B with Vidlo’s Chynna Morgan
September 4, 2025

Most B2B marketers already know user-generated content (UGC) has power. But too many still get in their own way — clinging to polished video shoots, siloed workflows, or the excuse that their brand “isn’t sexy.” In the latest episode of UGC for B2B, host Daniel Litwin sits down with Chynna Morgan, CEO & Founder…

Read More
How Hotels Bounce Back From the Unexpected
How Hotels Bounce Back From the Unexpected
September 4, 2025

In this episode of Inside Restoration & Recovery, host Martha Lewis sits down with Josh Creznic, Director of Hospitality Services at BMS CAT, to unpack the unique challenges and critical priorities in hotel restoration. With over two decades of experience in hospitality—spanning major brands like Marriott and Wyndham—Josh brings deep insight into how restoration…

Read More
Built from the Dirt Up: Dillan Dumont’s Journey from Bricklayer to Industry Disruptor
September 4, 2025

With all types of infrastructure across America aging, there has never been more of a need for smarter, less disruptive solutions than now. From trenchless pipe repair to utility innovation, the construction world is shifting and young leaders like Dillan Dumont are stepping into the spotlight. Cities like New York and Chicago are facing…

Read More