Diesel, the Italian fashion brand, responded to lockdown restrictions on showroom visits from business-to-business (B2B) customers by creating a digital showroom experience that points to an e-commerce future that feels more like a videogame, an audience at the Lions Live conference heard.

Why it mattersE-commerce has exploded in the business-to-consumer world over the course of 2020, but it, along with rich digital experiences, has lagged behind in a B2B context. With this work, Diesel has demonstrated how to transfer some of that thinking to professional audiences.

Takeaways

• Diesel’s HypeRoom lets fashion buyers explore a 360-degree experience where they are...