LONDON – Dr. Barbara Sturm is seeking to harness the potential of virtual reality to supply an immersive, holistic anti-inflammatory skincare experience, “Pause,” in partnership with Xydrobe.

Ranging from Nov. 17, customers will have the ability to book appointments ranging from 159 kilos at Xydrobe’s Mayfair flagship at 11 Carlos Place, which is a stone’s throw from Sturm’s Mount Street location. The experience was first teased last month during Frieze London.

Billed as a journey about “rejuvenation, leisure, and a rediscovery of your inner peace,” the 50-minute virtual-meet-physical experience includes meditation and respiration exercises inside a virtually created natural environment, in addition to full-body red light therapy for anti-inflammatory treatment.

Following the treatment, which also comes with herbal-infused teas and anti inflammatory delicacies, customers can take home two products from Dr. Barbara Sturm’s complement collection, which goals to assist with a spread of wellness concerns, reminiscent of sun protection, hair growth, sleeping and fasting.

Nell Lloyd Malcolm, chief executive officer at Xydrobe, an organization born throughout the pandemic that aimed so as to add a layer of film industry-quality visual effects inside the luxury space, believes this experience can be “a game-changing piece of escapism from the on a regular basis stresses that affect us all.”

“We approached Dr. Barbara Sturm because we recognized the strength of making a ticketed experience that immerses our guests on every level into the anti-inflammatory message that underpins all the pieces inside her unshakable and pioneering brand,” added Malcolm.

The corporate made headlines in 2021 for auctioning a hyper-realistic digital copy of the JW Anderson patchwork cardigan made famous by Harry Styles. On the time, Xydrobe positioned itself as an NFT auction platform selling “perfect 3D copies of already existing, world-renowned luxury collectibles.”

But because the world comes out of the pandemic, Xydrobe now brings its technical capability into real life and becomes a number, commissioner, and producer of “immersive experiences for unforgettable memories, allowing brands to convey the intangible through using our groundbreaking multi-sensory technology.”

Following the opening of its Mayfair location opposite the Connaught Hotel, which hosted Manolo Blahnik’s immersive exhibition “The Craft Room” last month, Xydrobe is seeking to expand into other major global territories from 2024.