Leveraging Journee’s advanced cloud-based technology, Maison Explicit is streamed seamlessly on JourneeX, allowing NARS fans to transition effortlessly from any web browser or social media platform into a richly imagined virtual world. Set within the noir-like reimagination of New York, the user journey centers around three beautifully crafted virtual spaces, each inspired by the life and character traits of one of the Explicit Global Brand Ambassadors. Visitors can interact with a series of storytelling elements, from an immersive audio guide delivered via strategically placed Dirty Talk Phones to interactive dance floors and oversized dining spaces, before arriving at a stunning rooftop finale with views across the city and an exclusive screening of behind-the-scenes footage from the Explicit Lipstick campaign.

As Gabrielle Archambault, Executive Director, Global Digital Innovation & Media at NARS, explains,

“Maison Explicit is a sophisticated cinematic virtual playground that invites beauty enthusiasts worldwide to explore and engage with the luxuriously provocative world of Explicit Lipstick. Building in Unreal Engine, an industry-leading gaming engine, enabled us to build a more 'metaversal' next-generation experience that included dynamic gamification and stunning high-fidelity photorealistic 3D graphics.”

In addition to exploring these immersive environments, visitors can also visit the virtual NARS boutique, where they can explore the full range of Explicit lipstick shades as high-definition 3D models. NARS’ AR technology enables users to try on these shades virtually, bringing the in-store experience directly to their devices.

Christian Loclair, CEO of Journee, added,

“Creating the Maison Explicit experience was a great opportunity to show how our technology can take a striking video campaign and turn it into a rich and deeply engaging virtual experience. Not only can visitors step directly inside the worlds of the Explicit Lipstick launch film, but they can also interact with the characters, the product, and the storytelling on an entirely new level, bringing them closer to the brand than ever before.”