There is an outdoor apparel craze in Korea at the moment. Many outdoor apparel brands are churning out the image of ultimate outdoor experiences with magnificent majestic landscapes such as mountain trekking, rock climbing, through their advertisements. However, most people today often wear their outdoor clothes every day in the city. We don’t do glamorous trekking in snow-covered mountains or cycle through panoramic beach scenes like they do in the commercials. Accordingly, in the fall of 2015, released the outdoor jacket “McMurdo” with practical functionality and a simple design, and planned a campaign for contemporary people to enjoy their best outdoor experiences in the urban environment they live in. In addition, through this offering we set out to convey the “spirit of exploration” in the outdoors, which brand pursues, to those of us who are living a life in which we have forgotten the real values of the outdoors.

We built a pop-up store replicating the largest Antarctic observation Camp McMurdo, in the middle of a shopping mall, the biggest one in Seoul. The Oculus experience is an unfamiliar in Korea and made the virtual Antarctic experience possible in the middle of the city. In addition, as the customer was about to ride in a 2.8 meter long dog sled through the Antarctic in virtual reality, their chair was designed to suddenly move, bursting through a wall of the pop-up store and throwing the customer into consternation. The actual Siberian husky sled speeding across the shopping mall unfolded in front of the customers’ eyes in virtual reality, starting a high-adventure to win a McMurdo product located at the finish line. During 2 days, images of the speeding dog sled were filmed with a ‘Buggy Cam’ following in close vicinity to the dog sled.

We built a pop-up store replicating the largest Antarctic observation Camp McMurdo, in the middle of a shopping mall, the biggest one in Seoul. The Oculus experience is an unfamiliar in Korea and made the virtual Antarctic experience possible in the middle of the city. In addition, as the customer was about to ride in a 2.8 meter long dog sled through the Antarctic in virtual reality, their chair was designed to suddenly move, bursting through a wall of the pop-up store and throwing the customer into consternation. The actual Siberian husky sled speeding across the shopping mall unfolded in front of the customers’ eyes in virtual reality, starting a high-adventure to win a McMurdo product located at the finish line. During 2 days, images of the speeding dog sled were filmed with a ‘Buggy Cam’ following in close vicinity to the dog sled.