Journee is thrilled to announce that Maison Explicit, our immersive commerce experience for NARS, has been prominently featured in Forbes as a pioneering innovation in the evolving retail landscape. This recognition highlights the influence and growing potential of immersive commerce as the future of brand engagement.

Forbes praised Maison Explicit for its ability to combine cutting-edge features such as e-commerce, AR try-ons, and gamification, emphasizing the experience’s “seamless opportunity for purchase within the experience.” The article lauded the project for its “dynamic gamification and stunning high-fidelity photorealistic 3D graphics,” making it a standout in the immersive commerce space.

Gabrielle Archambault, NARS Global Digital Innovation & Media Executive Director, highlighted how the use of Unreal Engine allowed NARS to create a “more 'metaversal' next-generation experience,” emphasizing the project's ability to deliver an engaging, sensory-rich environment.

The Forbes article also featured insights from industry leader Yonatan Raz-Fridman, founder and CEO of Supersocial, who explained the importance of immersive platforms in connecting with modern audiences.

“When you want to connect with next-generation audiences, you need to talk gaming as this is their social channel. But when you want to talk to millennials, you still need to go through more traditional social channels. And when you want to bring all of that together, there’s no better place than having your own hub that you can fully control without being dependent on platforms where algorithms change all the time.”

Raz-Fridman continued to emphasize the importance of early experimentation with immersive platforms, stating,

“As a brand, you’re going to need to be in places like Roblox and Fortnight and Zepeto but also on Instagram and Snap and TikTok and have your own website. You want to cover the widest remit possible so getting in early and experimenting is the way to understand what is happening.”

Forbes contributor Stephanie Hirschmiller echoed these sentiments, noting that the success of Maison Explicit lies in its “360 nature of the strategy,” combining digital and physical touchpoints through a cohesive strategy. She added that it “is strategically much more cohesive and a benchmark for joined-up thinking,” seamlessly blending physical events, virtual experiences, and e-commerce.

As Forbes noted, immersive commerce is still in its early stages, but with innovative projects like Maison Explicit, the potential for creating meaningful, immersive customer experiences is vast. This acknowledgment positions Journee at the forefront of immersive commerce, further cementing our role in shaping the future of retail.

For more insights from Forbes and key industry voices, read the full article here and explore our detailed project overview of Maison Explicit