Van Heusen Move Labs 1.0

Fountainhead Digital MKTG helped Van Heusen launch the innovative Move Labs collection via an interactive VR activation that combined a thrilling storyline with physical tasks that put participants in the driver’s seat.


The prestigious Van Heusen brand in India is an initiative of Madura Fashion & Lifestyle, a division of Aditya Birla Fashion and Lifestyle. Van Heusen is one of India’s largest and fastest growing branded apparel company and a premium lifestyle player in the retail sector.


Van Heusen was to launch an innovative collection which promised swift and sleek movement for the customer to revolutionise the Suitings category. The Move Labs collection aimed to eliminate the movement restrictions plaguing the entire category.


Fountainhead Digital MKTG came up with an innovative way to launch the Move Labs collection via an interactive activation. An approach that would show the technological advancement that the brand has initiated in its category and help users experience what it means for them.

Fountainhead Digital MKTG created a Virtual Reality game which challenged users to storm through an action-packed environment in a race against time. Users were immersed into a Corporate Office, selected their favourite Move Labs suit and ran through corridors shooting down drones. Once through the environment, the user had to jump and grab a robe dangling from a helicopter, without missing or losing their grip. The experience was scaled at multiple consumer points through different versions of the game for different headset technologies.

Van Heusen Store Digitization


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