Luxury retailer Barneys New York seeks to tell a story shoppers will remember in its new VR experience. In partnership with electronics company Samsung and contemporary dance troupe the Martha Graham Dance Company, Barneys released its 11-minute movie, Mantle, which was filmed with 360-degree camera technology.
The film incorporates four principal dancers, whom Barneys says “embody character archetypes representing parts of the human psyche: Power, Ethereal, Possessed and The Cleaner.” According to a blog post on Barney’s content hub, The Window, the film is the result of more than a year of work and intends to put the viewer at the center as dancers look inward toward a central focus point where the camera was placed. “Every aspect was specifically designed as an interaction between the performers and ‘an audience of one,’” Barneys said in the post.
(The brand did not respond to a request for comment.) The cast wears—and, Barneys says, “bring[s] movement to”—clothing from designers like Prabal Gurung, The Row, Rick Owens, Loewe and Craig Green. The apparel, which ranges in price from a $330 T-shirt to a $4,000 dress, is also highlighted on the blog post in a section called Shop the Story.
The experience can be viewed on Samsung headsets at Barneys’ Madison Avenue, Downtown and Beverly Hills flagships, as well as via the Samsung VR app and on Barneys.com. “Barneys’ mission is to allow people to interact with our creative content in as many ways as possible, and technology can bring this dance piece to life in an unprecedented way,” said Barneys creative director Matthew Mazzucca in the post.
“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.” It’s also an experience Mazzuca hopes viewers will remember, the post said—and it’s certainly possible, according to Dario Raciti, director of Zero Code, the interactive entertainment division of media company OMD. Raciti, who is not a part of this activation, said VR has become a platform that deliver memorable experiences, if done well. Read more from adweek.com…
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