Virtual reality (VR) has shown itself to be a great way for brands to engage with consumers, whether that’s through immersive promotions or via creative VR experiences. Famous luxury specialty retailer Barneys New York has now delved into the world of VR for its spring campaign, collaborating with Martha Graham Dance Company and Samsung Electronics America, Inc on a short film called Mantle.
Mantle’s story is told through four principal dancers from the Martha Graham Dance Company, each representing parts of the human psyche: Power, Ethereal, Possessed, and The Cleaner. Filmed using 360-degree cameras and directed by Theo Stanley and choreographed by Cynthia Stanley, additional collaborators on Mantle include composer Sam Wagster, set designer Stefan Beckman, makeup artist James Kaliardos, and hairstylist Jeff Francis.
With a diverse cast of dancers, the wardrobe featured in Mantle will be displayed in the windows at Barneys New York’s Madison Avenue flagship, as well as within the store at the VR experience.
“Barneys New York has always been centered around fashion and its role within culture,” said Matthew Mazzucca, creative director, Barneys New York in a statement. “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. All of these elements are pillars of the experiences Barneys New York is known for.”
A dancer from Barneys New York’s Mantle, a Virtual Reality Experience (PRNewsfoto/Barneys New York)
“Mantle offers an entirely new way to experience our world-class dancers and the creative legacy of the revolutionary artist Martha Graham,” said Janet Eilber, Artistic Director, Martha Graham Dance Company. “She would have been fascinated by this innovative collaboration with Barneys New York, which has brought together top creative minds to create an intriguing and magical immersive film.”