The virtual reality experience transported visitors from the skyline of Dubai to the glacial landscapes that inspire the craftsmanship of Grey Goose Altius. Following a flock of geese, guests embarked on a journey of ascent before descending towards a pristine alpine lake, where a narrated story revealed the origins, character and production of the vodka. Carefully timed environmental effects, including synchronised airflow and scent delivery, heightened the illusion of flight, creating a fully immersive multi-sensory brand experience.
Lightscape designed and delivered the complete technical solution, integrating the VR content with a bespoke playback and control system tailored for a high-footfall travel retail environment. A central media server allowed brand ambassadors to launch and reset the experience through a custom wall-mounted control panel, ensuring simple and reliable operation throughout the activation. Timecoded fans responded dynamically to the movement within the VR film, gradually increasing and decreasing in intensity to mirror the changing speed of flight, while synchronised scent cues added another layer of immersion at key moments in the narrative.
One of the project's biggest technical challenges was delivering convincing airflow within the confined footprint of the retail activation. The fan system was positioned outside the experience and engineered to deliver sufficient air velocity through a custom ducting system without compromising the aesthetics of the installation. Extensive testing ensured the airflow remained perfectly synchronised with the VR content, resulting in a robust, fail-safe system capable of delivering a flawless experience throughout the campaign.
The result was a seamless fusion of virtual reality, motion design and creative technology, allowing travellers to engage with the Grey Goose Altius story in a memorable and immersive way. From VR content production and playback systems to environmental synchronisation and on-site technical integration, Lightscape delivered a complete end-to-end solution for one of the world's busiest travel retail destinations.
Project
Grey Goose Altius VR Travel Retail Activation
Client
Mesh Marketing London
Brand
Grey Goose Altius / Bacardi
Location
Dubai International Airport, UAE
Date
January 2026
Services
Creative Direction • VR Experience Design • Motion Design • Creative Technology • Playback Systems • Show Control • Interactive Systems • Environmental Effects • Technical Integration
Lightscape Team
Producer — Brian Kenny
Creative Director — Carla Soriani
3D Lead — Thiago Oliveira
Creative Technologist — Tadhg Collins
Client Team
Ellie Judd
Billie Andersson
