New Reality Company
'Tree', a location-based virtual reality experience, transforms you into a majestic rainforest tree. With your arms as branches and body as a trunk, you’ll experience the tree’s life from a seedling to its fullest form, and witness its fate firsthand. Users enter the tree's body and perspective, beginning the installation as a virtual seed and growing to the highest point in the forest before being slashed and burned by industrial loggers.To fully immerse you into the experience, it is enhanced with sensory elements such as a scent track, wind, heat and haptic vibrations to simulate growth. With 'Tree', we wanted to personalize the effects of global climate change and deforestation. Climate change feels more prominent when it appears as something that is happening to you. To ensure that 'Tree' encourages not just awareness, but action, we partnered with The Rainforest Alliance, a non-profit with 25 years of experience working with local communities, governments, and corporations to end deforestation. 'Tree' is a fully immersive experience. We use custom scents, heat elements, air movers, and bass transducers which activate during key moments of the experience to engage both the body and mind into the tree's narrative. Our extra-sensory partners include Subpac (providers of the vibrating vests), plus Scent Communication and International Flavors and Fragrances (IFF), who helped create the unique “scent” tracks of 'Tree'. 'Tree' made its debut at Sundance 2017 before travelling to Tribeca Immersive Virtual Arcade and TED 2017: The Future You in Vancouver. It also screened at over 50 festivals and events around the world, and just launched in 2018 in IMAX VR Centers in LA, New York and Toronto.