Zalando is Europe's leading online platform for fashion and at the same time a place for innovation, inspiration and interaction. The annual report should also emphasise these success factors and make the Zalando company tangible for its stakeholders in a unique way. So what could be more obvious than adapting an innovative technology for the report? The Zalando annual report was published with a connected VR app for the first time.

Innovative technologies also require consistent storytelling in order to attract the attention of users. To this end, we developed a "Zalando City" as the European metropolis for inspiring fashion experiences, the joy of innovation and extraordinary encounters and placed multimedia stories from the big Zalando world in it. Some of the films were deliberately realised as 360-degree videos. For example, the viewer finds themselves in the Berlin Content Creation department or in the Zalando logistics centre and is thus drawn even deeper into the Zalando world.

Zalando's annual report is presented in a cross-media triad of print product, online report and innovative virtual reality app. The financial section is accompanied by a detachable image magazine in which various platform players such as brand partners, customers and employees have their say. The VR app with multimedia content can be explored with VR glasses and in a 360° view. In the Cardboard version, control via "Gaze Steering" allows users to activate the app's content via their viewing direction. In the 360-degree view without the use of Cardboard, we implemented motion control via the smartphone.