Barneys New York announces “Mantle”, a Virtual Reality Experience

Barneys New York, the luxury specialty retailer, today announced its spring campaign, Mantle, a virtual reality experience with the Martha Graham Dance Company and Samsung Electronics America, Inc. The iconic New York institutions have joined forces to create a virtual reality short film that blends fashion, technology and contemporary dance, premiering in Barneys New York stores in exclusive designer looks straight from the runway. The experience can be viewed in Barneys New York stores with Gear VR powered by Oculus, through the Samsung VR app, and online at, on March 6.

The reality theatre

Allison Crank on the future of shopping in her Masters Thesis project, from June 2015: The thesis was both a research project which led into a design proposal. She researched the evolution of shopping, urbanism and architecture starting with the Greek agora, where public life arose from the boundaries of the marketplace, to the arcades of Paris, department stores, shopping malls and the experience economy. At the same time, she followed new emerging technologies, the rise of the Ludic Century and the gaming industry. She combined the research to bring people into the future, to a new form of urbanism where distinct elements such as virtual architecture, the third place, the role of the customer/designer, and performance combine.