Cancer Research UK will display a virtual reality garden at RHS Hampton Court Palace Flower Show later this month.
The VR experience has been created by creative agency Atomic London to celebrate and thank over 100,000 people who have left a gift in their will to the charity.
The ‘Life Garden’ will be a physical installation at the Flower Show, which runs from 5-10 July, with people transported to a seemingly endless field of flowers after donning an Oculus Rift headset. The immersive experience will feature more than 100,000 flowers bearing the names of supporters who have remembered the charity by leaving a legacy gift. Gifts in Wills fund over a third of Cancer Research UK’s life-saving research.
The experience, produced by Rushes, runs using software platform Unity, which is traditionally used for developing games and interactive content, and has a powerful set of features for controlling, navigating and interacting with objects in real-time 3D environments. This allows for flexibility and control over the whole experience from beginning to end, including when and where certain events occur, and how the user interacts with the experience. It also allows for sound to be positioned in a 3D space to give the user an added level of immersion.
Following its launch at RHS Hampton Court Palace Flower Show, the virtual garden will be on display at a number of locations around the UK at specially designed ‘Tribute Events’. These events will give family and friends the chance to experience the virtual reality garden as well as the opportunity to come together and celebrate the progress Cancer Research UK has made thanks to these generous gifts.
Caroline Kent, director of legacies at Cancer Research UK, said: “We believe using this exciting technology alongside our bright and beautiful physical garden is a wonderful way to thank and celebrate every generous supporter who has left a gift in their Will to Cancer Research UK.
“Atomic London has delivered an incredibly moving experience that we hope will demonstrate our huge appreciation to all those who have supported us in the past with a legacy gift.”
The Life Garden campaign will be supported by in-house PR, social media, email marketing and press ads in the RHS Hampton Court Palace Flower Show catalogue.
A video walkthrough showing the virtual reality garden can be found at cruk.org/lifegarden
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