KEY POINTS
  • J. Crew is launching a virtual beach house in celebration of its 40th anniversary with experiential e-commerce platform Obsess.
  • Virtual storefronts are on the rise, and Obsess has built platforms for a slew of other retailers and brands, including American Girl, Ralph Lauren, Corona, Crocs, Coach, Dior and Mattel.
  • The interface, which often includes games and scavenger hunts, leads to better conversions and boosts engagement, according to Obsess.
J. Crew virtual beach house.

In a brown shingled beach house tucked behind stalks of reed grass, J. Crew customers encounter a new shopping experience. 

Just beyond a set of wood steps and a wraparound porch, shoppers can explore a series of white-paneled rooms, a boathouse and a secret lighthouse that highlight the brand's history and some of its most popular apparel.