Merrell is bringing movie magic to Sundance (Jan. 22-25) and Slamdance film festivals (Jan. 23-29) with an interactive virtual reality experience designed by Oscar award-winning Framestore.
The Rockford, Mich.-based outdoor company is sponsoring The Merrell TrailScape, a 4-D walk-around that transports participants to a base camp deep into the mountains by wearing an Oculus Rift headset. Wearers take a virtual journey where they encounter rocky terrain, dangerous ledges and a wooden bridge suspended between peaks.
For Merrell, the film festivals are a star-studded opportunity to debut its most technically advanced hiking boot, the Capra, which the company said is inspired by the Capra mountain goat, known to scramble through mountainsides. Guests at Merrell’s TrailScape will also have a chance to sample many of the brand’s other popular products, including Sundance must-haves, like layering pieces and après boots.
The outdoor brand’s presence at Sundance also includes a multi-faceted partnership with Rolling Stone magazine. As part of the partnership, Merrell will co-sponsor a Sunday night concert on Jan. 25 and host an interview studio where film reviewer Peter Travers will interview filmmakers and Sundance talent.