Artist Ventures Into VR To Celebrate M&M’s 75th Anniversary

Artist Ventures Into VR To Celebrate M&M’s 75th Anniversary
Retail

Street artist KAWS showcased his first VR exhibition at New York Public Library in collaboration with Visionaire to mark M&M’s 75th anniversary

Robin Torres
  • 31 january 2017

Marking M&M’s 75th year, New York-based artist Brian Donnelly, otherwise known as KAWS, partnered with luxury art and fashion publication Visionaire to present his first-ever VR experience at the New York Public Library (NYPL) on January 29. The project, entitled KAWS, a VR Experience, was co-directed by German film director Tino Schaedler and Visionaire co-founder Cecilia Dean.

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Upon entrance, attendants were provided with VR goggles and sat down in modular swivel chairs to be immersed into the artist’s studio. To kick off the virtual journey, KAWS enters his atelier and speaks directly to the viewers about several of his works-in-progress. Conspicuous to say the least are the sheer number of paints and tones the artist employs, and in light of the M&M collaboration, large bowls of M&M’s embossed with the artist’s signature ‘X’ which he typically adorns on the creatures he paints.

VISKAWSVR_M&MLentils

After his brief introduction, KAWS candidly announces to viewers that he’s leaving the room to “look for something.” While away, viewers are left to experience the colorful shapes come alive like a hallucinogenic trip, as the setting transforms from a traditional atelier to a vigorously animated 360-degree montage featuring some of KAWS’ hallmark mischievous characters, including his famous Companions.

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Nestled within the neoclassical Gottesman Gallery of the NYPL, which presented a stern contrast from the dramatically-lined chairs, fashionably posh crowd and large screens displaying KAWS’ imagery, the event felt all the more hyper-technological.

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Brand activations like this have become a coveted tool for marketers to leverage strategic partnerships and tap into their respective audiences to increase brand followers, exposure and relevance. 

M&M’s | KAWS | Visionaire

Marking M&M’s 75th year, New York-based artist Brian Donnelly, otherwise known as KAWS, partnered with luxury art and fashion publication Visionaire to present his first-ever VR experience at the New York Public Library (NYPL) on January 29. The project, entitled KAWS, a VR Experience, was co-directed by German film director Tino Schaedler and Visionaire co-founder Cecilia Dean.

+arts
+Arts & Culture
+Augmented & Virtual Reality
+Design
+new york public library
+street art
+street artist
+Virtual Reality
+Visionaire
+VR

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