Electric/City is a “first-of-its-kind immersive shopping experience” that gives fans exclusive access to limited-edition garments in the Charli Cohen x Pokémon range. Designed by Yahoo Ryot Lab, the immersive storytelling brand of Yahoo, Electric/City brings fans into a 3D, 360-degree video experience that also brings a digital-only Charli Cohen line to life, supported by blockchain technology, for use on Snapchat.
“We are focused on helping creators and brands bring their immersive experiences to life across the metaverse,” says Sam Field, director, creative technology, EMEA, Yahoo. “Over the last 18 months, we’ve seen huge consumer demand for immersive experiences. For Electric/City, we’ve built what we call a Brandiverse: a hybrid of emerging technologies that create immersive brand experiences at scale. This project combines 3D virtual environments, 4K video streaming, 3D design software for digital clothing, motion capture, blockchain-enabled digital collectibles, augmented reality and more. As an industry rooted in innovation, our Brandiverse is a natural fit for fashion brands – embracing the power of immersive storytelling to allow people to explore their identity through fashion in new ways and throughout their physical and digital lives. The combination of The Pokémon Company International, Charli Cohen’s focus on tech-inspired fashion and a retail powerhouse like Selfridges makes for an incredibly exciting collaboration.”
“Our digital identity has become as important as our physical one as the line between the two continues to blur,” says Charli Cohen. “With this first-of-its-kind digital store we can give customers the ability to choose whether they want a physical or digital Charli Cohen garment and if digital, what platforms they want to take it into – giving the digital clothing true utility and not just bragging rights. Having grown up with the original Pokémon Red and Pokémon Blue on the Game Boy back in the '90s the Pokémon IP holds a lot of nostalgia for us, so it's an honor to be part of its anniversary celebration. The limited-edition physical collection focuses on Pikachu and uses the number 25 to coincide with Pikachu being 025 in the Pokedex and Pokémon’s 25th birthday.”
Launched online Sept. 28, the limited-edition digital and physical fashion collection works with Pokémon to celebrate both the anniversary of a brand and a new mode of retail.