Crate & Barrel launches first virtual store, an immersive re-creation of NYC flagship, powered by Obsess

Crate & Barrel has launched its first immersive virtual store in partnership with experiential e-commerce platform Obsess.

The fully shoppable offering takes the form of Crate & Barrel's new flagship in New York City's Flatiron neighbourhood.

This opened yesterday at 881 Broadway, and features animations and interactive personalisation tools that let customers visualise their own sofa and living room set and build their own bouquet using the brand's selection of vases and botanicals.

"Our virtual store in partnership with Obsess is a first of its kind for us as a brand, and we're looking forward to helping our online global customers envision and experience our new physical flagship in NYC," says Sebastian Brauer, Senior VP of Product Design, Visual and Head of Web 3.0 Crate & Barrel.

"We want to help our customers dream up their perfect space wherever they are, and this interactive tour allows them to find everything from tableware to furniture, lighting, decor and more."

Visitors to the virtual store will be immersed in a photorealistic, 360-degree re-creation of Crate & Barrel's new flagship store at 881 Broadway, a circa-1868 building once known as the Palace of Trade.

The space features preserved neoclassical columns and an original volcanic ash tile wall that pays homage to the energy and dynamics of the city's present and future.

"We're thrilled to partner with Crate & Barrel on this launch and give its online customers, and especially those not based in New York City, an immersive way to discover and shop for products offered in the brand's new flagship store," says Neha Singh, Founder and CEO at Obsess.

"The virtual store is designed to inspire customers to create their own dream spaces. Every element and product in the environment is available for purchase, giving online customers a very sensory-rich, lifelike shopping experience."

At the Design Desk, customers will find free design and trade services with Crate & Barrel's design experts to bring their vision to life through collaborative conversations and technology.

People can schedule a free appointment in-store, virtually, or in their home as they explore the likes of walls of swatches, light fixtures, tableware, and botanicals.

2023 RTIH INNOVATION AWARDS

Obsess is among the shortlisted companies at the 2023 RTIH Innovation Awards.

Along with American Girl, it is in the running for our Virtual Store of the Year gong.

Our winners will be revealed at a fantastic awards ceremony, which will take place at the Barbican Centre in central London.

The event will be held on Wednesday, 29th November, maintaining its popular evening format, with a drinks reception in the stunning Conservatory, followed by a Christmas themed three course meal, and awards ceremony in the Garden Room.

To book your place at this must attend event, click here.