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‘Hut Magic’ in the Arc’teryx Piccadilly London store


Together Arc’teryx, Destination BC, and the Northern BC Tourism Association are sharing the magic of remote ski hut living and telling the story of what enables and inspires people to explore wild spaces. Hut Magic is a virtual reality (VR) storytelling experience that will transport you to the Coast Mountains near Smithers B.C.

“What’s incredible about Hut Magic is that you’re not just watching the action, you’re actually a character in the story,” says George Weetman, Director of Global Consumer Experience and Digital Commerce, Arc’teryx. “It completely embodies the essence of a ski hut experience.”

Hut Magic tells the personal tale of remote backcountry ski huts through premier alpine footage, and inspires you to get outside this winter and celebrate wild. It’s designed to instantly transport users to the Howson Range to experience glacier travel, epic powdered slopes, and soak in the ‘après ski’ surrounded by friends. With the help of partnerships including Google, Hut Magic evolved into a unique story-driven VR experience. “Using Google’s Jump technology, we were able to work closely with Switchback Entertainment to capture the very essence and beauty of a hut experience and share it with Arc’teryx customers through virtual reality,” says Sarah Steele, VR Program Manager, Google.