Two old-school New York City institutions have joined forces to create a cutting-edge fashion and technology experience. Barneys partnered with The Martha Graham Dance Company, the oldest dance company in America, to create an original contemporary dance performance filmed using 360-degree camera technology. The 11-minute piece features four principal dancers from Martha Graham in cutting-edge designs from Rick Owens, Loewe, The Row and Prabal Gurung.
After more than a year of storyboarding and intense rehearsals, choreographer Cynthia Stanley created a piece centered on the viewer, with the dancers looking straight at the 360-degree camera. Every aspect was specifically designed as an interaction between the performers and and an audience of one.
“Barneys’ mission is to allow people to interact with our creative content in as many ways as possible, and technology can bring this dance piece to life in an unprecedented way,” says Barneys Creative Director Matthew Mazzucca. “Within VR and 360 environments, as well as through the variety of formats we’ve created, no two viewers will have the same experience of the dance, and that’s exciting.”
If you’re in New York or Beverly Hills you can experience the Barneys New York x Martha Graham Dance Company film in immersive virtual reality in the store windows at Barneys flagship stores using Samsung Gear VR powered by Oculus.
Above: LOEWE Suede Tank ($1,150) & Trapunto-Stitched-Belt Leather Shorts ($890)
Rick Owens Slub Cotton Harness Tank $425 from barneys.com
Rick Owens Lightweight Cotton Short-Sleeve T-Shirt $330 from barneys.com
Rick Owens Slub Jersey T-Shirt Dress $290 from barneys.com
Rick Owens Drop-Rise Crop Pants New Arrival $960 from barneys.com
Rick Owens Soultrains Cotton-Blend Wide Trousers $975 from barneys.com
Rick Owens Organza Wide-Leg Trousers New Arrival $1,695 from barneys.com
