Case Study 04
Dissolving Boundaries
Origin VR Immersive Media Experience PR Campaign
Through spatial storytelling and experience design, we created an irresistible immersive experience for a VR/MR product, turning “experience is everything” into in-depth media coverage.
Project overview
Project overview
Client
Origin VR
Next-Generation VR/MR
Mixed Reality Headset Maker
Item
Dissolving Boundaries
Immersive Media
Experiential PR
Approach
Spatial Storytelling
Sensory Design &
Experiential PR
Core PR Objectives
Breaking the Communication Barrier
Solve the core PR challenge of VR/MR: a high barrier to experience that text and images can't convey
Driving In-Depth Coverage
Give media a full understanding of the product's technical breakthroughs (spatial awareness, gesture interaction)
Building a Premium Image
Establish the brand as the definer of future tech aesthetics
Challenge
Challenges & Insights
The Communication Challenge
The revolutionary experience of VR/MR can't be conveyed through conventional press releases or review videos.
Journalists and KOLs who look only at specs can easily mistake it for a low-end gaming device, resulting in superficial coverage.
Core insight
For a revolutionary product, “experience is everything.”
The core task of PR is not to “inform,” but to“create an experience no one can resist”。
Experience Insight
The environment had to be artistic and immersive, so that ina single “Wow” momentvisitors grasp the product's value.
Communications strategy
Communications strategy
Sensory Design & Experiential PR
Qingmei Future proposed designing, for media and KOLs, a“PR-exclusive black box”。
Instead of a traditional launch event, we staged Dissolving Boundaries, a three-day immersive art experience. At the heart of the PR was“spatial storytelling”。
, guiding visitors step by step through purpose-built scenes to feel the magic of the technology, making them protagonists of the story rather than spectators.
Why Qingmei Future
Spatial Design
Integrated Spatial and Interaction Design
Art Curation
Bringing Art Curation and Technology Together
Academic Resources
Academic Support from Tsinghua University's Academy of Arts & Design
design concept
Drawing on the academic resources of Tsinghua University's Academy of Arts & Design, we brought Origin VR technology together with works by contemporary artists to create"A Gallery to the Future"。
EXECUTION
Execution highlights
Immersive Experience Space
We took over an entire venue in Beijing's 798 Art District and transformed it into three zones, creating a complete narrative through space.
Zone 01 – Chaos
Chaos
A pitch-black space used light and sound to evoke "the constraints of reality," creating a sense of ritual before the experience began.
Zone 02 – Perception
Perception
Visitors wearing Origin VR headsets encountered virtual art installations synchronized in real time with light, scent and temperature in the physical space.
Zone 03 – Rebirth
Rebirth
An all-white space showcased the product's design aesthetic and interviews with its designers, turning experience into understanding.
Experience Design
Connected Art Experiences
Qingmei Future created virtual art installations, including flowing digital sculptures and an interactive starfield, that responded to the physical space in real time.
More than a product demonstration, this was an immersive experience that translated technology into the language of art.
Media Invitations
Private Sessions
By invitation only, each journalist and key opinion leader received45 Minutes of Exclusive Access。
Dedicated technology and design guides from Qingmei Future provided personal support, ensuring a private, in-depth experience that gave every participant a clear understanding of the product's innovations.
Communications Mix
Reaching Audiences Across Channels
PR Materials:Invitations incorporated special AR-enabled materials that media guests could scan to preview the virtual art installations.
Technology Media:Highlighting breakthroughs in "spatial computing"
Art Media:Exploring "the future of MR art"
Lifestyle Media:Imagining "the future of life at home"
Results
Measurable outcomes
50+
In-Depth Coverage
High-quality media coverage that far surpassed competing product launches
80%
Technical Depth
Coverage explored the spatial interaction technology in detail.
Shifting Perceptions
Shifting Perceptions
Media and key opinion leaders reframed the product from a "gaming device" to a "next-generation computing platform" and a "tool for artistic creation."
An Industry Benchmark
Setting the Standard
Industry observers hailed the experiential PR event as "the pinnacle of technology PR."
Brand Positioning
Brand Positioning
Established a premium brand position as a leader defining the aesthetics of future technology
Key achievement
Technology Meets Art
The project demonstrated Qingmei Future's expertise at the intersection of technology and art. By turning a product experience into an artistic narrative, we overcame the communication challenges facing VR/MR products and established a new approach to technology PR.
Methodology
Our Approach
Principles of Experiential PR
1. Space as Narrative:Turn the product experience into a cohesive spatial narrative that creates an emotional connection.
2. Art as Language:Use the language of art to make technology easier to understand.
3. Experience as Communication:Create moments of wonder that inspire participants to share their experiences.
A New Approach to Technology PR
Rethink the Product Launch:Replace slide presentations with immersive experience spaces.
Prioritize Depth Over Reach:Private, one-to-one experiences are more effective than large-scale launch events.
Express Technology Through Art:Translate technical specifications into art people can experience firsthand.
