United AirlinesExperiential

United Airlines VR

A reimagined world of luxury travel in stunning VR. Explore the new offerings of United’s Polaris business class and airport lounge—before it's built.

A (un)real activation

To preview its soon-to-be built Polaris business class and lounge, United Airlines partnered with Thinkingbox to create an immersive VR activation. Developed using Unreal Engine, the all-new departure-to-landing vision was brought to life through a first-person narrative—voiced by Matt Damon—that let viewers experience the extensive and luxurious amenities offered aboard the all-new Polaris flights.

Ready for (virtual) take off

Using blueprints and conceptual renders as key reference points, the experience included live-action footage of United crew members who were composited alongside CG passengers. Having premiered at the official Polaris launch event held at New York City’s iconic Gotham Hall, the compelling VR activation traveled to key markets throughout the United States ahead of the inaugural flight.


Demonstrating an effective use of cutting-edge technology, the experience has been profiled in leading publications including Adweek and Monocle.


  • Polaris