The Samsung Gear VR experience is now available for customers to explore in select Barneys New York stores. Known for its exclusive high-end fashion, Barneys has always been a go-to destination for the latest designer collections. But with the release of the Barneys Spring Collection, the luxury retailer partnered with Mantle to push creative boundaries by merging fashion, modern dance, and immersive technology into an unforgettable experience.
On March 6th, Mantle unveiled an 11-minute VR short film inside Barneys locations, featuring four contemporary designers. Pieces from Prabal Gurung, Row, Rickowens, Loewe, and Craig Green were brought to life through the lens of husband-and-wife filmmakers Theo and Cynthia Stanley, all viewed through the Samsung Gear VR headset. This unique collaboration aimed to blend the worlds of fashion and performance art in a digital space.
Each segment of the VR film highlights a different emotional element—power, ethereal beauty, enchantment, and cleansing. At Barneys’ flagship store on Madison Avenue, dancers perform in the window display, offering a visual spectacle that complements the virtual experience. Notably, this project attracted performers from the renowned Martha Graham Dance Company, some of whom had trained directly under Martha Graham herself.
According to Barneys' creative director, Matthew Mazzucca, the VR format allows for a more focused presentation of the dancers' age, experience, athleticism, and diversity. "In traditional performances, there are limitations due to repeated shows," he explained. "But with video, we can capture the essence of their artistry in a way that feels more personal and dynamic."
The experience was designed to be deeply immersive, placing viewers right in the center of the action. The 360-degree filming technique enables users to choose where to look, creating a more intimate and interactive encounter between the dancer and the viewer. “Each audience member will have a different experience,†Mazzucca added. “That’s what makes it so exciting.â€
As fashion retailers continue to innovate, many are turning to VR and AR to enhance the in-store shopping experience. From TopShop’s virtual try-ons to HoloLens-enabled fitting rooms, brands are finding new ways to engage customers. Now, Barneys’ VR experience is also available through Samsung Gear VR, either in-store or via 360° videos online, making this cutting-edge art form more accessible than ever before.
Whether you're a fashion enthusiast, a dance lover, or simply curious about immersive tech, Barneys' VR experience offers a unique glimpse into the future of retail and storytelling. It's not just about seeing fashion—it's about feeling it, experiencing it, and becoming part of the moment.
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