Tens of thousands of feet the in the air atop the peaks of the Dolomites in Italy, Merrell took people on a trip, but they never left the show floor. Utilizing an amazing themed environment, modelled after the rough rock edges of the cliff faces they were exploring, and virtual reality, Merrell thrilled and, in some cases, frightened people who visited their exhibit. And the view from inside that virtual reality headset was worth the trek up the mountains.