menu

High-Fashion Heist in Virtual Gallery

High-Fashion Heist in Virtual Gallery
culture

Kenzo's online 3D show lets visitors explore its fall/winter line and a model's faux crime.

Janet Burns
  • 29 july 2014

Luxury French fashion house Kenzo has been robbed — or so the narrative of their new online promotion claims. Set in a virtual gallery, the new line’s introduction toys with high-fashion, high-tech, and high-intrigue all at once.

“Grace to the Nth Power” draws consumers into the moodily-lit Vivian Gallery, filled with flickering images and videos featuring model Grace Bol. After an introductory monologue reflecting on the theft, the story unfolds through videos of Bol and model Sang Woo Kim — cozily clad in pieces from the company’s fall/winter collection — ransacking the gallery of its original works.

Grace to the Nth Power

Produced by film director Partel Oliva and web designers Kim Boutin and David Broner, the interactive “art gallery” lets visitors navigate the virtual space with a phone or mouse, and includes a gift shop for ordering pieces from the fall/winter line. Kenzo’s project is one of many recent markers of digital innovation in fashion marketing; as the Times Magazine notes, “taking consumers on a physical journey through a video series leads to a more immersive experience than simply collecting films on a flat microsite.”

Kenzo Fashion Show

Integrating the physical and the digital into product experience is becoming key in the fashion world: “[g]iving physical life to digital projects is the new challenge ahead of marketers,” David Benattar, CEO of New York-based Hyperbolic and an industry expert, tells Luxury Daily. “Beside any strategic perspective, what an incredible demonstration of creative talent Kenzo is giving us.”

“Kenzo gets it,” he says. “We just don’t all live 24/7 digitally.”

The videos and artwork will also be displayed in real life during a special exhibition at the Galerie 12 Mail/Red Bull Space in Paris from September 24–26.

[h/t] NYTimes

Images: Kenzo, NYTimes

culture
Trending

DIY Kit Lets You Build Your Own Wooden Bike, Boat Or Caravan

Design & Architecture
Culture Yesterday

Messaging Add-On Helps You Correct Your Friends’ Bad Grammar

An iMessage sticker pack will help you copyedit text messages

Automotive Yesterday

Mercedes-Benz Introduces A New Electric Mobility Brand

The separate entity aims to simplify the identification of Mercedes EV products to customers

Trending

Get PSFK's Related Report: Future of Automotive

See All
Mobile Yesterday

Tinder’s New Feature Makes Swiping A Group Effort

The dating app wants to democratize its gestural interaction by buying in to the social polling trend pervasive among millennials

Related Expert

Nobumichi Asai

Facehacker, Projection Mapper

Syndicated Yesterday

Autonomous Garbage Drone Prevents Trash From Reaching Deep Ocean

The solar-powered WasteShark collects refuse closer to the source: the harbor

Automotive Yesterday

Aston Martin Reveals Its Own Luxury Powerboat

The sleek AM37 echoes styling elements from the British brand's sports cars

Advertising Yesterday

An Escort Website Fights Violence Against Sex Workers

The advocacy campaign from McCann aims uncover the human toll of the exploitative industry

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed september 29, 2016

Digital Design Expert: Mobile First Is Dead, Think Mobile Native

Brian Cooper, chief creative officer of OLIVER Group UK, explains how some brands are still playing catch-up to new technology

PSFK Labs september 29, 2016

The 10 Steps To Discover, Hire, Develop Your Next Leader

PSFK's Future of Work report outlines key steps in the employee development path to empower next-gen leaders

Culture Yesterday

LIFE Magazine Relaunches In Pure VR

The general interest periodical, which ceased publication in 2000, has turned into a portal for virtual reality content

Mobile Yesterday

Reorder This Detox Drink With A Simple Text Message

Dirty Lemon is streamlining its communication by letting customers place orders, ask product questions and request help exclusively through chat

Op-Ed Yesterday

The Future Of The American Workforce Requires Unbundling College Education

President of JetBlue Technology Ventures: developing corporate education programs for non-traditional students

Retail Yesterday

Gilt’s Pop-Up House Is The Kind Of Store You’ll Want To Live In

The New York City townhouse plays host to the latest in retail inspiration, curation, and lifestyle activation (and some libations, too)

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Mobile Yesterday

Registering To Vote Is Now Just A Text Away

A new bot aims to mobilize underrepresented groups this election season through SMS and Facebook Messenger

Africa Yesterday

Virtual Reality Game Gives Lessons About Emergency Birth Care

LIFE is a serious tool that takes advantage of new technology to help save lives

Luxury Yesterday

Shoe Repair Has Moved Onto Your Phone

Cobbler Concierge is an on-demand service to get your footwear fixed online

No search results found.