The Samsung Gear VR experience can be viewed in Barneys New York stores.
Luxury retailer Barneys is known for its high-end fashion collection, which is the most popular designer of the season. But with the announcement of the Barneys Spring Collection, luxury retailer Mantle began exploring how to combine fashion, modern dance and immersive technology to create an unforgettable experience for the audience.
On March 6th, Mantle launched an 11-minute VR short film at Barneys stores, bringing modern fashion to life with four modern designers. Fashion from Prabal Gurung, Row, Rickowens, Loewe and Craig Green is a short guide and elaborate by husband and wife group Theo and Cynthia Stanley, this virtual reality movie is being played on the Samsung Gear VR helmet.
Each episode is specifically chosen to reflect an important element of the human mind: power, ethereal, enchanting and cleansing. At Barney's flagship store in Madison Avenue, New York, the dancer's wardrobe will be displayed in the window.
This experience attracted a variety of dancers from the world-famous Martha Graham Dance Company, some of whom had the opportunity to dance under Graham's direction. Barney's creative director Matthew Mazzucca said: "The dancers performed well in their 70s performances, but it will be more difficult in a more traditional performance medium." Mazzucca said: "Video allows us to focus on Age, experience, athletic ability and diversity of most dance skills, but due to repeated performance requirements, they have limitations."
Although this experience shows the style of today's top designers and dancers in a visually stunning way, Mantle is really focused on the audience. The film is shot at 360 degrees, the film puts you at the center of the action, and the dancers look inward.
Every aspect of this experience is designed to be an intimate interaction between the dancer and the user, and because of its immersive experience, the viewer can choose when and where to watch the VR experience. Different audiences will have this different dance experience,†Mazzucca said. “This is exciting. â€
Fashion retailers continue to focus on enhancing in-store shopping experiences with VR and AR. We've seen retailers like retailer TopShop allow consumers to slide on virtual slides, give us virtual reality glasses, and HoloLens headsets allow upgrades to the fitting room.
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