High-Fashion Heist in Virtual Gallery
Kenzo's online 3D show lets visitors explore its fall/winter line and a model's faux crime.
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.
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.”
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.
Images: Kenzo, NYTimes