Abstract  
The dynamic community around streetwear and sneaker culture constantly shifts and the committed consumers are willing to adapt to whatever direction the culture moves in; either with the introduction of new technology or new product collaborations. For the marketers and retailers of streetwear and sneaker products, they are always looking for novel ways to promote their brands and are constantly trying to make consumers more emotionally connected to the product. The current state of immersive technology presents opportunities for the brands to make strong connections with its consumers. It engages consumers directly with the content and provides more interactions than traditional mediums used in stores or for products such as interactive kiosks and mobile apps.  Some brands are starting to use immersive technology for promotion and advertising, however, the field of immersive brand experience is still young.   
What are good practices and techniques for retailers and brands using immersive technology in branding streetwear, specifically for sneakers, to increase consumer engagement? How can we provide more emotional connections to consumers by bringing the immersive experience to them? We propose I-Pop-BE (Immersive Pop-Up Brand Experience) design framework, that aims to create a new format of branding for the unique streetwear culture and sneaker brand opportunity with immersive technology that specifically uses virtual reality combined with the Pop-Up architecture experience. The purpose is to design an immersive brand experience that brings audience involvement and interaction with narratives between digital and physical spaces, to increase emotional engagement with the brand.