The Weeknd

The Weeknd’s “Open Hearts”: A Groundbreaking Immersive Experience Exclusively on Apple Vision Pro Points to the Future of Entertainment and Commerce.

Apple has just unveiled The Weeknd: Open Hearts, a first-of-its-kind immersive music experience designed exclusively for Apple Vision Pro. Far from an ordinary music video, Open Hearts showcases Apple Immersive Video, a cutting-edge 180-degree media format that delivers ultra-high-resolution visuals and Spatial Audio for a fully immersive experience. This groundbreaking project not only redefines how fans connect with music, but also teases the transformative potential of Spatial Computing for entertainment, storytelling, and even luxury brand collaborations and commerce.

“With Vision Pro, fans experience storytelling in ways that were not possible before: with immersive visuals and Spatial Audio that make them feel like they’re right in the middle of the action,” said Tor Myhren, Apple’s vice president of Marketing Communications. “This is an exciting leap forward in how music and technology come together to deliver memorable experiences for fans, and we’re proud to collaborate with The Weeknd to make it happen.”

This innovative use of Spatial Computing also opens up exciting opportunities for luxury brands to immerse themselves in this evolving landscape. As immersive technology redefines the way stories are told, experiences like this could set the stage for the next evolution of brand engagement and commerce. (Be sure to check out my previous article on how Apple’s new Immersive Film format is set to transform the future of brand storytelling.)

In 2020, The Weeknd served as creative director for his collaboration with Mercedes-Benz on the Blinding Lights music video and commercial, which not only featured the brand’s vehicles, but also teased the song in the commercial before its official release, marking a new approach in how music and commercial branding can intersect. This novel strategy blurred the lines between music promotion and luxury advertising, paving the way for new, seamless collaborations between artists and high-end brands.

By aligning his artistry with Vision Pro’s groundbreaking tech, The Weeknd is setting the stage for a future where artists and brands co-create immersive experiences that engage, inspire, and convert audiences in entirely new ways.

Immersive Video like this will evolve into fully interactive events—part performance, part shopping experience. Brands willing to experiment with Spatial Computing storytelling today are those poised to lead the industry tomorrow.

Immersive music videos could feature an interactive layer that turns videos into real-time shopping platforms, blurring the lines between entertainment and e-commerce. Spatial Computing could allow fans to step into a fully immersive environment where they explore a music video’s world, interact with products, and witness the story behind a product or collection.

Credit: Nick Knight, Björk, 'Ovule', music video still, 2022.

Fashion brands have long embraced music videos as platforms for creative expression and product placement. Björk has consistently pushed the boundaries of fashion in music videos, using high fashion as a medium to enhance her artistic storytelling. Björk collaborated with Gucci’s Creative Director Alessandro Michele in 2017 and 2018, wearing custom gowns designed for her music videos The Gate and Ovule. Michele served as the creative director on The Gate music video and Gucci produced a short film describing the craftsmanship behind the Ovule dress.

In fact, Gucci already has a pioneering presence on Vision Pro and a leg up on the future of luxury and Spatial Computing: Gucci’s app is a blend of creativity and craftsmanship inviting viewers to step into the brand’s immersive world. (Read my exclusive preview here of this new format, which I describe as part documentary, part next-gen e-commerce). I can easily see a brand like Gucci collaborating with an artist on an immersive music video (Björk, as a long-time fan — you even graciously signed a portrait I made of you — I would love this to be you!) showcasing designer clothing in ultra-high-resolution, which Apple’s Immersive Video format makes possible in incredible detail. A separate interactive experience, also shot in 3D, which could be similar to Gucci’s current app on Vision Pro, detailing the making of the garments and artisanship would further enhance the immersive storytelling and connect to commerce.

The intersection of immersive music videos, fashion, and commerce is a fertile ground for innovation. Looking to the future, immersive music videos will be more participatory. Coming back to Open Hearts: The Weeknd is already a cultural force in both music and fashion, known for his aesthetic collaborations. Apple Immersive Video could use gesture-based shopping, allowing fans to tap or swipe to purchase outfits and products seen in the video, extending brand engagement directly into the user’s reality.

The result is a future where fashion isn’t just seen in music videos—it’s lived, explored, and owned by fans in entirely new dimensions.

With 19 years of expertise at the forefront of new tech, I help luxury brands seamlessly blend tradition with innovation. Let’s discuss how I can elevate your brand—reach out to book a consultation today.