| | ORTA Launches World’s First VR Denim Journey ORTA’s New Denim Route immerses you in a 3D world of travel, stories and fabric possibilities in a gaming, ‘zenfulness’ experience |
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ORTA invites you to ‘always take the scenic route’ with its new VR denim journey, a world and industry first experience that combines the awe of traveling in a hot air balloon with gaming gestures that let you explore ORTA’s leading denim fabrics. ORTA developed this VR denim journey as a sustainable way to engage more personally with their customers, while offering a mindful, relaxing “zenfulness’ experience to offset the stress many of us are experience today. “Personal, one-on-one visits always makes a difference. However, digitalization has offered a way to seamlessly change everything from real-world to online very fast. The pandemic has made us realize how unsustainable it is to travel to another country for just for an hour meeting, often back and forth on the same day, plus the carbon footprint and time-lost —it is not the way we can sustain our actions in a world that is digital and ecomodern. While virtual presentations were a fast solution to connecting with each other, we learned that virtual presentations weren’t engaging enough in presenting our collections and the experience of the fabrics and textures we develop. So we needed another medium to make our customers live this experience, and VR offers a whole body experience that is relaxing play that let’ you explore, instead of passively watching,” explains Dr. Sedef Uncu Aki, who leads ORTA’s Denim Sales & Marketing, PD, R&D, Planning and Operations. |
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| ORTA invites you to ‘always take the scenic route’ with its new VR denim journey, a world and industry first experience that combines the awe of traveling in a hot air balloon with gaming gestures that let you explore ORTA’s leading denim fabrics. ORTA developed this VR denim journey as a sustainable way to engage more personally with their customers, while offering a mindful, relaxing “zenfulness’ experience to offset the stress many of us are experience today. “Personal, one-on-one visits always makes a difference. However, digitalization has offered a way to seamlessly change everything from real-world to online very fast. The pandemic has made us realize how unsustainable it is to travel to another country for just for an hour meeting, often back and forth on the same day, plus the carbon footprint and time-lost —it is not the way we can sustain our actions in a world that is digital and ecomodern. While virtual presentations were a fast solution to connecting with each other, we learned that virtual presentations weren’t engaging enough in presenting our collections and the experience of the fabrics and textures we develop. So we needed another medium to make our customers live this experience, and VR offers a whole body experience that is relaxing play that let’ you explore, instead of passively watching,” explains Dr. Sedef Uncu Aki, who leads ORTA’s Denim Sales & Marketing, PD, R&D, Planning and Operations. Developed in collaboration with Muse VR, The VR journey is the extension of ORTA’s “New Denim Route,” an industry-leading impact platform. It takes you on a sensory-emotional experience that is both exhilarating and peaceful, using a hot air balloon ride as its navigation floating you on a scenic route of ORTA’s origins and earth-derived fabric and dye inspirations. The ORTA VR Journey is an interactive and multiplayer VR experience. Muse/VR, the developer of the ORTA VR Denim Experience, created a “6 degrees of freedom” experience which means you can virtually walk into the space, move around, touch things for a hyperreal, life-like engagement. ‘’ORTA’s VR Denim Experience is truly one of the first of its kind, allowing participants to view by fly, walk, VR and orbit modes. The journey enables viewers to experience the beauty of Turkey’s famous destinations side-by-side with realistic 3D representations of the fabrics. For example, users can roam around in destinations like the original Silk Route marketplace of Sultanhan Caravanserai, stand immersed in its ancient architectural stone arches, walk through floating jeans and fabrics, “touch” the garments to see the textures up close, and approach an ORTA beacon that transforms into the virtual showroom, where you can engage more intimately with the materials in a 3D setting. The scenic route also includes the enchanted terrains of Cappadocia; the snow-capped majestic Mount Erciyes; Tuzla Lake and the lush fields surrounding Kayseri, the home of ORTA’s world-class factory and ORTA Lab.‘’ describes Deniz Mutlu, Orta’s Marketing Specialist. |
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ORTA invites you to ‘always take the scenic route’ with its new VR denim journey, a world and industry first experience that combines the awe of traveling in a hot air balloon with gaming gestures that let you explore ORTA’s leading denim fabrics. ORTA developed this VR denim journey as a sustainable way to engage more personally with their customers, while offering a mindful, relaxing “zenfulness’ experience to offset the stress many of us are experience today. “Personal, one-on-one visits always makes a difference. However, digitalization has offered a way to seamlessly change everything from real-world to online very fast. The pandemic has made us realize how unsustainable it is to travel to another country for just for an hour meeting, often back and forth on the same day, plus the carbon footprint and time-lost —it is not the way we can sustain our actions in a world that is digital and ecomodern. While virtual presentations were a fast solution to connecting with each other, we learned that virtual presentations weren’t engaging enough in presenting our collections and the experience of the fabrics and textures we develop. So we needed another medium to make our customers live this experience, and VR offers a whole body experience that is relaxing play that let’ you explore, instead of passively watching,” explains Dr. Sedef Uncu Aki, who leads ORTA’s Denim Sales & Marketing, PD, R&D, Planning and Operations. Developed in collaboration with Muse VR, The VR journey is the extension of ORTA’s “New Denim Route,” an industry-leading impact platform. It takes you on a sensory-emotional experience that is both exhilarating and peaceful, using a hot air balloon ride as its navigation floating you on a scenic route of ORTA’s origins and earth-derived fabric and dye inspirations. The ORTA VR Journey is an interactive and multiplayer VR experience. Muse/VR, the developer of the ORTA VR Denim Experience, created a “6 degrees of freedom” experience which means you can virtually walk into the space, move around, touch things for a hyperreal, life-like engagement. ‘’ORTA’s VR Denim Experience is truly one of the first of its kind, allowing participants to view by fly, walk, VR and orbit modes. The journey enables viewers to experience the beauty of Turkey’s famous destinations side-by-side with realistic 3D representations of the fabrics. For example, users can roam around in destinations like the original Silk Route marketplace of Sultanhan Caravanserai, stand immersed in its ancient architectural stone arches, walk through floating jeans and fabrics, “touch” the garments to see the textures up close, and approach an ORTA beacon that transforms into the virtual showroom, where you can engage more intimately with the materials in a 3D setting. The scenic route also includes the enchanted terrains of Cappadocia; the snow-capped majestic Mount Erciyes; Tuzla Lake and the lush fields surrounding Kayseri, the home of ORTA’s world-class factory and ORTA Lab.‘’ describes Deniz Mutlu, Orta’s Marketing Specialist. |
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The surreal-meets-the-real is the aim of ORTA’s New Denim Route VR Journey, and it was purposely created with the intention of bridging mindfulness and discovery as a denim experience. What makes this experience unique is that it is on a multiplayer platform, where an individual or a team can join ORTA and experience the journey together. “We were excited to collaborate with ORTA on developing this unique VR denim experience. The challenge for us was to bring the fabrics to life working in a new genre of storytelling via VR, which the media itself is still developing and has its own difficulties. Trying to tell engaging information of ORTA’s quality products among beautiful destinations, while meeting physically in a virtual world, getting in touch, collaborating, communicating with avatars, feeling the beauty of architecture, landing and immersing in another world was a thrill challenge. Exploring opportunities of interactive storytelling with ORTA in a new idea and was total adrenaline for me and my team,” explains Talat Alkan, Founder, Muse VR. While its cinematic quality and engaging 3D interactions deliver a calming and thrilling experience, the VR Denim Experience true purpose is to extend ORTA’s sustainability handprint mission to reduce waste. “Our offline-online collection presentation with the kit and here4good website and now as a continuum VR, is all in support of our aim to reduce waste in the selling and sample process, where after a customer selects the fabrics they want to work with, the samples developed become idle or ‘waste.’ We realized that all the footprint caused during the production of samples to only have them becoming waste afterwards is unacceptable. We needed to find a solution to this. And this VR Denim Experience we created is our solution. Now it is time for our customers to live it and embrace this innovative presentation as a next step,” explains Zennure Danisman, Orta’s Marketing and Washing Manager. “We plan to expand our digital offerings in our aim to create the most eco-conscious fabrics with 100% transparency while elevating the physical and emotional durability of our fabrics. These goals are very interconnected with our commitment to supporting the health and wellness of people and planet as we strive towards a waste-free denim world” adds Dr. Sedef Uncu Aki. ALWAYS TAKE THE SCENIC ROUTE WITH ORTA VIDEO: https://youtu.be/yjotSZPl-Vk FOR MORE INFORMATION: Contact: Deniz Mutlu dmutlu@ortaanadolu.com |
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