Poliakov’s ‘Ice Wall’ activation travelled around festivals in Europe this summer
Poliakov has spent the summer travelling across Europe to various different music festivals, including VinaRock, Marenostrum, Medusa, Arenal Sound and Granada Sound in Spain, and Rock Zottegem in Belgium.
‘Ice Wall’ was a two-minute-long virtual reality activation that allowed consumers to be “immersed in a futuristic virtual reality world”.It used a ‘hypersense’ simulator and Oculus virtual reality glasses, and aimed to take consumers on a journey exploring all emotions, including “having fun and being scared, thrilled at the same time”.
The campaign also generated more than 900,000 interactions on Facebook and YouTube. The initiative followed Poliakov’s 2016 immersive digital experience, called Ice Quest.