AR/VR
Experiential
Installation
Client
Dalziel & Pow
Agency
Dalziel & Pow
Release date
Location
London, UK
What I did
Creative and Technical Direction
The context
At Dalziel & Pow, a leading brand experience agency specialising in retail and physical environments, I saw an opportunity to evolve how we design and present spatial concepts. When I joined, the studio had never used VR or real-time visualisation tools. Physical mock-ups and static renders were the norm, which often limited how early ideas could be tested or experienced. I wanted to make immersive technologies part of our design process, not just a final add-on.
The approach
I introduced a real-time visualisation and XR workflow built around Unreal Engine, and developed a clear methodology for how teams could use it across different project stages. This led to a series of successful VR projects for brands such as Cole & Mason, Next Beauty and CVS Pharmacy, used for concept validation, user navigation testing and staff training before any build. Beyond headsets, I also set up a VR dome environment where clients could walk through virtual spaces projected around them and explore freely with a controller: an accessible, collective alternative to individual VR.
These initiatives helped the studio expand its offer, win new work, and bring digital experimentation closer to the heart of retail design.
