Shinola Luke wilson
by Brian Lipton

Shinola Luke wilsonDetroit-based accessories company Shinola and film company Reel FX have collaborated on a new 360-degree video of Shinola’s Detroit factory. The film will be available in select Shinola retail stores, on Facebook Live and on the company’s dedicated landing page.

The interactive piece, which was filmed with a special VR camera, is helmed by actors and directors Andrew Wilson and Luke Wilson. It allows viewers to make their way through the factory of the upscale retailer of watches, bicycles and leather goods, taking in a full 360-degree view of the space as Luke Wilson guides them along. Through the video, viewers can interact with the Shinola space and staff while also taking in a bit of the company’s history.

Shinola Luke wilson“In 2012 we built a watch factory in Detroit and called it our home,” said Bridget Russo, chief marketing officer of Shinola. “The city and the people who assemble our products are at the core of everything we do. This film allows those who cannot make a trip to Detroit to take a peek into why we chose Detroit and what drives us every day. The combination of Luke’s sharp humor and this new technology was the perfect match to express the brand in a way that is both funand informative,”

“As an early pioneer in the VR space, Reel FX has aggressively embraced new technologies,” adds Steve Nix, Reel FX’s head of VR & Interactive “This was an amazing opportunity to advance those efforts while engaging the talents of Andrew and Luke Wilson to give tell the story of Shinola’s vibrant company culture in Detroit.”