KFC of the Future - A Virtual Reality Experience

Immersive agency Circus were brought in by design agency I-AM to collaborate on producing a virtual reality (VR) experience for their client KFC. This mind-blowing project envisions a ‘KFC of the future’ venue, free from the constraints of current technology, operational and physical limitations.

I-AM had been commissioned by KFC’s Global design unit to imagine, design and CGI-model, a fully developed design proposal for a KFC destination with ideas too far ahead to actually ‘build’. Instead existing in virtual space as a guiding light for ongoing progressive initiatives across global design, operations and service.

All this was brought to life as a showcase to the business internally and for key international franchisee partners through a fully immersive virtual reality experience delivered via high-end VR headsets. Within the experience, users can take a birds-eye view of the venue and choose which part to explore. They are then taken on a journey through that area, narrated by an AI-style audio guide and enhanced with a heads-up display to call out key features and innovations. This virtual tour of an imagined reality provides an inspiring direction to keep KFC a step ahead of its ever-proliferating competitors.

"Our aim is to redefine the KFC experience, especially positioning the physical restaurants as the beating heart of the brand in a world of other options. We hope we are delivering people-inspired experiences that make their true story vivid, irresistible and something their avid fans deserve” Pete Champion, I-AM Group Partner and Creative Strategy Director

“It was such a pleasure to collaborate with both I-AM and KFC. They brought creativity and enthusiasm to the process and it’s a perfect illustration of how immersive technology can create impactful moments. We’re delighted to hear that it was described as ‘a hit’ at the events” Jay Scott-Nicholls, Circus Creative Director