Introduces Balenciaga Loops Video Art Music Series
If you dive a little deeper into YouTube you’ll find a broad assortment of something one wouldn’t expect from a platform designed to showcase video …. musical playlists. Collections of songs with no video what so ever designed to be turned on for hours of musical streaming.
It would appear that Balenciaga’s Artistic Director Demna Gvasalia is a fan and wisely knew how to evolve the medium in his latest creation, Balenciaga Loops. Merging musical playlists of ~ 30 minutes with art, the designer has created a monthly series of video art designed to set the atmospheric ambiance and visual tone for public spaces or private parties. Taking cues from streaming services the list will be created with moods (work out, pre-party, in transit, after hours, post-break up, etc.)—and pieces from current collections—in mind. Each of these sound playlist is a partnership with the online radio station Rinse France. The series is created purely as bonus content for the Balenciaga audience between runway shows and other drops, to be played anywhere and at any time.
To kick-off the series the house teamed with artist Max Guther and features a full Balenciaga look from Spring 19 collection. The second animation is illustrated with moving artwork by Max de Waard and features Track sneakers.
Kudos to Balenciaga for charting new territory on the marketing frontier. As well as adding to our daily playlist!