Sheng Guo

This project explored a strategic innovation proposal for Arc’teryx—a Canadian premium outdoor brand known for technical excellence, sustainability, and durable gear—by developing an in-store immersive Virtual Reality (VR) retail experience. Informed by market trends of “urban outdoor” culture and Gorpcore, with primary research support, the proposal responds to changing consumer behavior, particularly among UK-based Gen Z, who demand more engaging, tech-driven retail environments.

The strategic proposal, titled Arc’teryx ELEVATE, envisions a seasonal VR pop-up facility at the brand’s flagship Covent Garden store. The activation will allow customers to explore products via 360° views, interact with product information, and simulate performance in harsh weather environments—bringing Arc’teryx’s technical capabilities and brand narrative to life.