The activation will use Oculus Rift headsets to transport potential buyers into a ‘connected home’.
From the comfort of their seat, participants will experience a space where heating and lighting are controlled by Hive’s smart products, including its remote thermostat, active heating and active plug, which can be switched on or off using a smart device.
The experience, which has been created by agency Because and VR specialists Somo, aims to increase consumer awareness of the Hive brand and drive sales of its products.
After its four-day stint at the NEC Birmingham, Hive’s activation will head to other events around the UK later in the year.
Katie Penfold, managing partner at Because said: "The Future House creative concept will be offering consumers the chance to really explore how Hive’s products work and to have any questions answered.
"The experience area has been carefully constructed to create intrigue and stand out, with its open design reinforcing Hive’s brand values of inclusivity."
Last year Hive teamed up with Chi&Partners to create a bus shelter in Manchester that commuters could heat up by sending a tweet with the hashtag #TweettoHeat.
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