Natura has appointed YDreams Global Interactive as its creative and technological partner for the official opening of the Brazilian brand’s first US store.

The New York store is due to open its doors this month after a soft opening pre-Christmas. To promote the new store, YDreams Global created a virtual reality immersion experience. The content took visitors on a journey through the rain forest.

“This is a very important feat for Natura as well as for YDreams Global because it’s about our arrival at the heart of the most important market in the world, offering an experience only Brazil can deliver,” said Daniel Japiassu, CEO at YDreams Global. “It is as if in the middle of Soho people could walk through the largest rain forest in the world and experience the routine of those who live close to the river. The playful environment is enhanced by intense Amazonian sound effects.”