Barneys' Mantle VR Experience is a Engaging Ad for its New Collection
Justin Lam — March 13, 2018 — Marketing
Luxury retailer Barneys New York recently released its Mantle VR experience to showcase the upcoming spring campaign. The VR experience was created in partnership with electronics company Samsung and contemporary dance troupe the Martha Graham Dance Company. The result is an 11-minute movie, filmed with 360-degree camera technology, with characters representing four parts of the human psyche. The entire experience was created to advertise the new campaign in a memorable and unique manner.
The Mantle VR experience was the result of over a year of work and aims to bring the viewer directly into the action. The VR experience places the viewer in the center of a space as dancers move and look inward into where the viewer is. This was achieved through the use of a 360-degree camera and integrated VR technology. The Mantle VR experience can be viewed on Samsung VR headsets at Barneys’ Madison Avenue, Downtown and Beverly Hills flagships, as well as via the Samsung VR app and on Barneys.com.
Image Credit: Barneys New York
The Mantle VR experience was the result of over a year of work and aims to bring the viewer directly into the action. The VR experience places the viewer in the center of a space as dancers move and look inward into where the viewer is. This was achieved through the use of a 360-degree camera and integrated VR technology. The Mantle VR experience can be viewed on Samsung VR headsets at Barneys’ Madison Avenue, Downtown and Beverly Hills flagships, as well as via the Samsung VR app and on Barneys.com.
Image Credit: Barneys New York
Trend Themes
1. Virtual Reality Fashion - Disruptive innovation opportunity: Design virtual fashion experiences where viewers can explore and interact with clothing collections.
2. 360-degree Camera Technology - Disruptive innovation opportunity: Develop affordable and user-friendly 360-degree camera technology for creating immersive VR experiences.
3. Integrated VR Technology - Disruptive innovation opportunity: Integrate VR technology into retail spaces to create unique and interactive shopping experiences.
Industry Implications
1. Luxury Retail - Disruptive innovation opportunity: Utilize VR technology to create immersive and engaging advertisements for luxury fashion brands.
2. Electronics - Disruptive innovation opportunity: Collaborate with fashion retailers to develop cutting-edge VR technology and devices tailored for fashion experiences.
3. Dance and Performance Arts - Disruptive innovation opportunity: Partner with VR developers and fashion brands to create unique dance performances and experiences in virtual reality.
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