Barneys New York unveils immersive storytelling via new VR experience

By

Cassidy Mantor

Published
Mar 7, 2018

Barneys New York is driving innovation in visual merchandising with the launch of a new virtual reality experience. Mantle is a VR-powered runway show combining dance with fashion viewable in store and online.

The VR experience consists of a short film that blends fashion, tech and contemporary dance through immersive storytelling. Barneys partnered with the Martha Graham Dance Company and Samsung Electronics America, Inc. to produce the film, which features exclusive designer looks straight from the runway. Wardrobe includes Prabal Gurung, The Row, Rick Owens, Loewe, and Craig Green.

Matthew Mazzucca, creative director, Barneys New York said, "We are proud to give our customers an immersive experience... that fuses high design with art, performance, and technology."

Mantle follows four principal dancers who are tasked with telling the story of four archetypes for human psyches and bringing the design inspiration of the clothing to life through dance. To tie the film into the retail experience, the pieces worn in the film will be showcased in Barneys' Madison Avenue windows.

Zach Overton, VP of Brand Experience, Samsung Electronics America, said the company's goal with its VR platforms is to give brands a tool that helps them reconnect with their consumers.

Overton noted, "No other medium can really envelop consumers into a brand universe and create brand affinity like virtual reality."

Consumers can experience Mantle at Barneys New York's flagships on Madison Avenue, Downtown, and in Beverly Hills.

It will also be available at home through Samsung's Gear VR headset on Samsung's VR app. A traditional video and 360-degree digital video will be available on Barneys' website as well beginning today.