Barneys and Samsung partner on ‘Mantle,’ a VR dance film featuring the Martha Graham Dance Company for its spring campaign
Barneys New York has tapped into virtual reality with its new spring campaign, Mantle, made in partnership with Samsung and the Martha Graham Dance Company.
The new short film, which can be viewed at Barneys flagships on Madison, Downtown and Beverly Hills and on the retailer’s editorial website, The Window, is an inventive and unique way to reveal select new styles that have hit stores.
Filmed using 360-degree camera technology, Mantle follows four principal dancers who each represent parts of the human psyche: Power, Ethereal, Possessed and The Cleaner. The 11-minute film is an exhilarating, emotional ride that requires more than one viewing to see what occurs on all sides. The dark and minimal set, which was designed by Stefan Beckman, allows the dancers to flourish at center stage, or the equivalent for a VR film, and allows the wardrobe to add layers to the characters and story.
“Barneys New York has always been centered around fashion and its role within culture,” said Matthew Mazzucca, creative director, Barneys New York. “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.”
The “high design” in this case is represented by fashion pieces by Rick Owens, Loewe, Prabal Gurung, The Row, and Craig Green. The wardrobe comes to life due in part to the dance company’s four principal dancers and former company members, as well as through choreography by Cynthia Stanley and direction by Theo Stanley.
“No other medium can really envelop consumers into a brand universe and create brand affinity like virtual reality,” said Zach Overton, VP of Brand Experience, Samsung Electronics America. “We are thrilled that Barneys New York was inspired by our Gear VR technology and the immersive storytelling that VR can facilitate.”
Barneys will feature the wardrobe from Mantle in the windows of its Madison Avenue flagship.
Director | Theo Stanley
Talent | Martha Graham Dance Company
Choreography | Cynthia Stanley
Set Design | Stefan Beckman