Expanding its commitment to transparency, traceability, eco-innovation and regenerative processes closing the loop on denim impact, ORTA has launched an industry-first VR denim journey that brings to life its world-class development and manufacturing with a unique three-dimensional view in a dynamic virtual reality experience. The limited launch premieres at Kingpins April 20 – 22, 2021.
Transparency, storytelling and immersion into the details are at the heart of the VR experience. Recognizing that global society is still struggling through the pandemic, ORTA wanted to create a unique, sensory-stimulating experience to engage its guests and partners with its premium collections that are closing the loop with pre and post-consumer cotton fibres, and breaking paradigms with biodiversity hemp fabrics and earth-derived clay and eco-positive dyes.
Developed in collaboration with Muse/VR, The VR journey is the extension of ORTA’s “New Denim Route,” an industry-leading impact platform. It uses the exhilarating and peaceful experience of a hot air balloon ride as its navigation, taking the guest on a scenic route of ORTA’s origins. The journey takes flight from the Bosphorus Bridge, an historical and modern landmark in Istanbul, Turkey that is the point of connection between Europe and Asia. The balloon then soars towards the enchanted terrains of Cappadocia; then travels through Turkey’s serene terrain Kayseri, a scenic and historic jewel that is also home to ORTA’s eco-leading manufacturing facility; and then towards the majestic Mount Erciyes and the original Silk Route marketplace of Sultanhan Caravanserai. With a super-real and engaging experience, guests discover in each location the textures, details and history woven into every eco-positive fabric and natural dyes. ORTA selected VR as its medium in order to animate in 3D the intimate details and textures. This VR journey will allow guests to roll around in the fabrics in a mindful game-like interaction that lingers in a beautiful location.
The surreal-meets-the-real is the aim of ORTA’s New Denim Route VR Journey, and it was purposely created with the intention of bridging mindfulness and discovery as a denim experience. Before they take flight, guests are asked to select a hot-air balloon for their tour. There are five balloons to choose from, and the first one selected will draw the scenic route towards the collection that is featured:
- Green Balloon tours ORTA’s LCA information (certified Lifecycle Assessment)
- Brown Balloon tours ORTA’s Eco-Raw Materials including Gen H (Hemp), Organic and Recycled (Pre+Post consumer)
- Orange Balloon tours the eco-innovative BioAwake collection of natural dyes: Henna. Earth Colors, Halys (Clay)
- Blue Balloon tours ORTA’s industry-leading Biodiversity sourcing
- Multicolor Balloon takes you to ORTA BLU to discover more on ORTA’s Golden Ratio standard of climate action denim and designing towards a world-without waste.
The VR experience not only engages the senses but is designed to help with the ‘burnout’ that so many people are struggling with from WFH (working from home) and SFH (schooling from home). The World Health Organization (WHO) has recognized “burnout” as an “occupational phenomenon” and classified it as a health risk.*
You are invited to watch ORTA’s first denim experience video:
*Burn-out an "occupational phenomenon": International Classification of Diseases, WHO https://www.who.int/news/item/28-05-2019-burn-out-an-occupational-phenomenon-international-classificationof- diseases
Contacts:
Deniz Mutlu
dmutlu@ortaanadolu.com
