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"As brands look for easily incorporated multi-sensory aspect to add to consumer-facing events, many are opting to host virtual reality activations that provide a full immersion in an experience entirely designed by the brand. From flavor journeys that recreate the cultivation of a popular cheese to in-store sledding stunts that transport shoppers to the Arctic, there are plenty of virtual reality applications that can enhance the in-store experience and add a memorable aspect to any brand pop-up.  Hosted by Reebok at the 2016 NHL All-Star Weekend in Nashville, an athletic virtual reality experience allowed attendees to face off against some of the hockey stars playing in the annual tournament. The interactive experience used the Samsung VR system and used haptic communication to replicate the feeling of being body checked by another player."^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.trendhunter.com/slideshow/virtual-reality-activation>