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Barneys New York uses VR experience for Spring campaign

Barneys VR experience
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American luxury multi-brand store chain Barneys New York takes a digitally immersive approach to reveal its Spring 2018 campaign.

The retailer has partnered with Martha Graham Dance Company, one of the most prestigious dance companies in the US and Samsung’s Gear VR to create an immersive virtual reality experience.

Together, the three have a created a film called ‘Mantle’ where dancers are wearing garments from designers like Craig Green, Prabal Gurung and Rick Owens. The entire film is shot using a 360-degree camera technology.

‘Mantle’ is an engaging concept and takes the retail experience to a very polished level of luxury. The film goes beyond the clothes to tell its own story that talks about matters of the human psyche and features a diverse cast of dancers (aka models) whose age ranges up to the 70s.

An amalgamation of art, performance and technology, it will let customers view the actual drape and movement of the clothes from every angle.

“Barneys’ mission is to allow people to interact with our creative content in as many ways as possible, and technology can bring this to life in an unprecedented way,” says Barneys Creative Director Matthew Mazzucca, adding, “Within VR and 360 environments, as well as through the variety of formats we’ve created, no two viewers will have the same experience of the dance, and that’s exciting.”

The project is on display at Barneys New York stores and its flagship locations in Madison Avenue, Downtown and Beverly Hills to provide the virtual reality experience with the help of Samsung Gear VR. People can even see the video at home if they own the Gear VR headset on Barneys’ website.

The fashion featured in the video will be on display at their Madison Avenue store’s shop window.