March 6, 2018 – Retailer Barneys New York today announced its spring campaign titled ‘Mantle’, a virtual reality experience with the Martha Graham Dance Company and Samsung Electronics America, Inc. The New York based companies have joined forces to create a short VR film that blends fashion, technology and contemporary dance.
The experience, filmed using 360-degree camera technology, will premier and can be viewed in Barneys New York stores with Gear VR powered by Oculus, through Samsung VR, Samsung’s virtual reality content service, and online at Barneys.com, on March 6.
Matthew Mazzucca, Creative Director at Barneys New York, said: “By partnering with another iconic New York institution, the Martha Graham Dance Company, along with Samsung, we are proud to give our customers an immersive experience in our stores and on Barneys.com that fuses high design with art, performance, and technology.”
Mantle will be on view at all Barneys New York stores, with its Madison Avenue, Downtown and Beverly Hills flagships offering the VR experience, putting viewers in the center of the performance. Customers can also experience Mantle at home in VR through a Gear VR headset on the Samsung VR service, as well as 360-degree digital video and traditional video on and Barneys.com.
“No other medium can really envelop consumers into a brand universe and create brand affinity like virtual reality. We are thrilled that Barneys New York was inspired by our Gear VR technology and the immersive storytelling that VR can facilitate,” said Zach Overton, VP of Brand Experience, Samsung Electronics America. “At Samsung, we aim to create innovative partnerships, like our relationship with Barneys New York, to help brands reinvent how they connect with consumers.”
Image credit: Samsung
About the author
Sam is the Founder and Managing Editor of Auganix. With a background in research and report writing, he has been covering XR industry news for the past seven years.