Fig 3. Immersive Brand Experience Matrix. Designed by Will Hsu
The criteria supporting the I-Pop-BE design framework for building a better immersive brand experience, is based the  Immersive Brand Experience Matrix found in Fig 3. The matrix is based on the research mentioned above in Existing Immersive Brand Experiences section. This coordinate plane distinguishes the differences of the design influencing the immersive technology experience. In the Immersive Brand Experience Matrix the horizontal axis represents the visual experience, showing the range from live action image to a completely rendered CGI image; the vertical axis represents the type of interaction,  which ranges from passive interaction such as just watching to active interaction that requires movement or a controller. Additionally for passive interaction, the audience uses visual perception only and for active interaction the audience can go beyond seeing and use their body movements, gestures or controllers to have a certain degree of freedom to interact with the content.  The four quadrants have different types of immersive brand experiences: 360º without interaction, 360º video with some interactions, VR without interaction, and VR with interactions.
One of the interesting patterns on the matrix is most of the brand experiences are in live action image 360º video format. Another pattern is most of the experiences do not provide any interaction–- so the audience is left to passively watch the content. We know that one of the advantages of immersive experience is the ability to completely transport the user to a completely different environment by way of CGI.  Another speciality of an immersive experience is interaction.  With the combination of immersive environments and interacting in that certain space the audience is afforded an experience of a completely immersive experience. As described earler, there are already several brands trying to use immersive technology as another tool for marketing, however, since it’s still a new medium. This brings up the issue of tradition in the content creation for immersive experience, it is often just translated from other mediums such as film or interactive art.
    
The I-Pop-BE Immersive Brand Experience Design Framework for Streetwear and Sneakers
We propose I-Pop-BE, the Immersive Pop-Up Brand Experience Design Framework established as a means to design a better immersive brand experience. I-Pop-BE will focus on streetwear and sneakers, but can also be used for other brands. The idea is to build an immersive experience as a Pop-Up store or in store installation for bringing consumers both a physical and virtual experience when visiting the store. I-Pop-BE will help consumers increase their emotional connection with the product and brand. The I-Pop-BE design framework is born out of two entities: physical space and virtual space.