To celebrate the 25th anniversary of Pokémon, Yahoo partnered with Selfridges and London-based fashion designer, Charli Cohen, to launch ElectricCity, a first-of-its-kind immersive shopping experience. The collaboration gave fans exclusive access to discover and buy limited-edition garments from the Charli Cohen x Pokémon range, as well as an exclusive Charli Cohen digital only range. The digital environment enabled fans to discover the Charli Cohen collections through an immersive 360 degree video experience, where shoppers could explore within a “cyberpunk” take on fashion capitals around the world, decorated with neon signs inspired by and celebrating the iconic Pokémon, Pikachu. Hotspots within the virtual world enabled fans to buy items from the Pokémon physical and digital collection. Working in collaboration with Charli Cohen, as well as partners BlockV, Wolf 3D and Aircards, Yahoo created an additional bespoke digital only Charli Cohen collection.