Jo Malone London is giving consumers a glimpse into its world—and a new way to shop. Its interactive Townhouse is a virtual CGI experience that the brand just updated with three new spring-inspired "worlds." 

The 360 degree experience is based on the "real" Jo Malone Townhouse designed by Rose Uniacke. It first launched in November 2020, and won a number of Muse Creative Awards this year, in several categories, such as "immersive brand experience' and best website. 

The playful interactions and content encourages users to be engaged when using it on a mobile  phone, with spots designed to  trigger a motion—such as shake, swipe, or blow. 

The brand states:

"These multi-sensorial elements elevate the traditional customer product discovery through the use of technologies that capture Jo Malone London’s signature elegance and playfulness. The Virtual Townhouse offers a seamless interactive and immersive shopping experience that can be accessed anytime, across devices, anywhere in the world."

The Covid-19 pandemic has inspired many beauty brands and retailers to come up with creative solutions to reach consumers.

Some beauty brands are participating in Facebook's new shopping experience—Live-Stream Shopping for Beauty.

Our Townhouse 'Visit'

The Jo Malone London Townhouse changes the shop-at-home experience in a creative way.

We visited the Jo Malone London Townhouse by entering the Drawing Room, which seems to be decorated for a party.

Looking around, you'll see champagne flutes stacked in a pyramid shape on a table in one corner. Click on the gift box on top of the giant flower, and you'll find Peony & Blush Suede Cologne. (Clicking takes you to the product page to make a purchase.) 

Next, "walk" into the Garden Room—and you'll find Lime Basil Mandarin Body & Hand Wash sitting on the bathtub. 

The candlelit Parlour has a beautiful red velvet chaise near the fireplace, and a warm glow due to the dozens of Pomegranate Noir Home Candles on the floor. Scarlet Poppy Cologne Intense sits atop a stack of red velvet pillows. 

Don't miss the Gallery, featuring new artists for spring 2021, or the Secret Garden, which houses special Meadow, Blossoms and Garden spaces.

The playful interactions and content encourage users to be engaged when using it on a mobile  phone, with spots designed to  trigger a motion—such as shake, swipe, or blow. 

Here's where you can "visit" the Townhouse.