by Vans

By scanning the QR code displayed on Vans’ retail window, users unlock a vibrant and animated 3D scene. They then have the option to select one of three “virtual gifts” inspired by different stories, including American indie pop band Muna, Queer art and music collective Bottom Feeders, and the artists and puppeteers at the historic LA Bob Baker Marionette Theater. After making their selection, users are prompted to “scratch to unwrap” the gift, which explodes joyfully, taking over the entire retail window. As the wrapping paper bursts off, dynamic 3D elements emerge, transforming the scene to match the chosen family’s style. The experience concludes with a final message, “Happy Holidays From The Vans Family, To Every Kind of Family,” surprising users with the ability to interact and play in the newly transformed space. Effect created by Tool.