Jo Malone Townhouse

Mixed realities and virtual technologies allow us to connect through shared experiences of ‘space’ that transcend the physical boundaries imposed on us by the current crisis.

As consumers’ gazes shift towards the online experience, especially amidst a global pandemic, how can technology be used to reimagine the existing product discovery journey?

Known for rewriting the rules of perfumery by mixing unexpected combinations of ingredients and providing elegant yet playful concepts, renowned British fragrance house, Jo Malone addresses these challenges by fusing technology within the brand’s online retail experience through its 360-video based website, Jo Malone Townhouse, designed to accompany the brand’s Christmas activations beginning November 2020.

The web-based Townhouse experience invites users inside JML’s iconic London townhouse, through virtual scenarios that can be explored each through their own devices, anywhere in the world. Through a playful and engaging multi-sensory experience, the brand’s exquisite range of products and fragrances are essentially brought to life.

Inside Jo Malone’s 360 virtual store experience, users can navigate through 3 different rooms within the Townhouse and interact with various animated elements and illustrations akin to the brand and its signature fragrances. As visitors wander through the digital environments, they are able to explore Jo Malone’s products either via scent categories, or by exploring ingredients. The experience becomes a whimsical process of self-initiated learning and discovery.

Exploring how technology can be applied to reimagine the traditional retail experience, the multi-sensory 360 experience also provides Jo Malone with the added benefit of expanding consumers ’ brand experience beyond the confines of a physical store, aiding in product discovery and creating a seamless path to purchase all within the same platform.

The bespoke experience was conceptualised, built, and fully developed by award-winning London-based creative innovation studio, Holition.