Arc'teryx Alpha SV 2024

Apparel, Creative Direction, Environmental Graphics

Arc'teryx Alpha SV
Immersive Experience Room 2024

On January 20, 2024, the Arc’teryx brand's largest native ecological experience flagship store, the “Arc’teryx Museum”, grandly opened on Nanjing West Road in Shanghai.

SBF had the privilege of participating in the visual production of the Alpha SV immersive evolution exhibition within the museum. This marks SBF's first project of 2024 and our initial step towards venturing into outdoor fashion brands.

Unlike before, in this immersive experience, audience members can enter the interior wearing the legendary Alpha SV. Beyond visual design, this experience incorporates realistic tactile elements such as wind, rain, lightning, and vibrations, along with cinematic-grade environmental and sound effects.

In the film, we employed a first-person perspective and simulated FPV drone viewpoint for exploration and aerial manoeuvres, drawing inspiration from the Canadian Vancouver jungle and mountains. Throughout the visual space, viewers encounter abundant rocks, trees, and snow-capped mountains, faithfully recreating natural scenes such as towering mountain cliffs and lush forests.

Audiences are transported to the birthplace of Ancestor Bird in Canada, offering a panoramic view of the magnificent natural landscapes of Vancouver, embodying the brand spirit of "breaking limits and ascending mountains."

In a 47-square-meter circular environment with ground projection enhanced by 4.1 surround sound, participants embark on a sensory resonant journey resembling an Alpine climb. They undergo a simulated extreme weather challenge, accompanied by the Alpha SV, experiencing the sensory allure of outdoor activities such as hiking, climbing, and exploration.

In order to enhance the audience's viewing experience at close proximity, we utilized the UE engine to render 360-degree panoramic videos for the first time, operating at 50 frames per second. This significantly increased rendering complexity, pushing hardware capabilities to their limits. Even on the night before delivery, the fans of the five servers were still spinning incessantly day and night.