This Immersive Batman Experience Is Rethinking How You Shop | Forbes
by Forbes
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The nearly $22 million townhouse on West 17th Street in Manhattan’s Chelsea neighborhood may look familiar as the fictional home of Succession’s Roman Roy, but for one week this June, it was standing in as the home of another fictional billionaire—Gotham City’s most famous resident, Bruce Wayne. Within the 11,000-square-foot home, Warner Bros. and Relevance International curated a space with $40 million worth of luxury goods for Batman fans who dream of living like Bruce Wayne.
Inside, actors playing Lucius Fox (the fictional CEO of Wayne Enterprises) and Alfred Pennyworth (Bruce Wayne’s butler) guide visitors across dark, mirrored floors through blue and black sleek Baxter décor and six-foot-tall cast resin art structures. The sleek apartment is filled with the kind of if-you-have-to-ask-you-can’t afford it toys and gadgets you might expect Batman’s alter ego to own, including the world’s fastest e-bike ($29,995), a military-grade encrypted set of phones ($16,500), and a bespoke Alpange piano ($100,000). Everything in the home has a scannable barcode because everything is available to purchase on the companion site, BruceWayneX.com.
This shoppable showroom was part of Warner Bros. Discovery’s nascent gamble on luxury “retailtainment,” a collaboration with the New York-based marketing firm Relevance International called the Wayne Enterprises Experience.
Read the full story:
https://www.forbes.com/sites/simonemelvin/2024/06/23/40-million-batman-shopping-wayne-enterprises-experience-supercar-warner-bros-relevance/
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Inside, actors playing Lucius Fox (the fictional CEO of Wayne Enterprises) and Alfred Pennyworth (Bruce Wayne’s butler) guide visitors across dark, mirrored floors through blue and black sleek Baxter décor and six-foot-tall cast resin art structures. The sleek apartment is filled with the kind of if-you-have-to-ask-you-can’t afford it toys and gadgets you might expect Batman’s alter ego to own, including the world’s fastest e-bike ($29,995), a military-grade encrypted set of phones ($16,500), and a bespoke Alpange piano ($100,000). Everything in the home has a scannable barcode because everything is available to purchase on the companion site, BruceWayneX.com.
This shoppable showroom was part of Warner Bros. Discovery’s nascent gamble on luxury “retailtainment,” a collaboration with the New York-based marketing firm Relevance International called the Wayne Enterprises Experience.
Read the full story:
https://www.forbes.com/sites/simonemelvin/2024/06/23/40-million-batman-shopping-wayne-enterprises-experience-supercar-warner-bros-relevance/
Subscribe to FORBES: https://www.youtube.com/user/Forbes?sub_confirmation=1
Fuel your success with Forbes. Gain unlimited access to premium journalism, including breaking news, groundbreaking in-depth reported stories, daily digests and more. Plus, members get a front-row seat at members-only events with leading thinkers and doers, access to premium video that can help you get ahead, an ad-light experience, early access to select products including NFT drops and more:
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Forbes covers the intersection of entrepreneurship, wealth, technology, business and lifestyle with a focus on people and success.