Barneys dives into virtual reality with Samsung-powered experience

Barneys offers a VR experience in-stores and online. (Image: Barneys New York)

Barneys New York is ready to bring a virtual reality experience to its consumers. For the luxury retailer's spring campaign, Mantle, Barneys has created a VR experience with the help of the Martha Graham Dance Company and Samsung Electronics America, Inc.

The short film will blend fashion, technology and contemporary dance and premiere in Barneys New York stores. Consumers will be able to put on Gear VT-powered Oculus googles to view the runway experience. Those outside New York City can experience the VR show through the Samsung VR app or online at, starting today. 

"Barneys New York has always been centered around fashion and its role within culture," said Matthew Mazzucca, creative director, Barneys New York. "By partnering with another iconic New York institution, the Martha Graham Dance Company, along with Samsung, we are proud to give our customers an immersive experience in our stores and on that fuses high design with art, performance, and technology. All of these elements are pillars of the experiences Barneys New York is known for."

The film was created using a 360-degree camera and tells the story of four parts of the human psyche: power, ethereal, possessed and the cleaner. 

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"No other medium can really envelop consumers into a brand universe and create brand affinity like virtual reality. We are thrilled that Barneys New York was inspired by our Gear VR technology and the immersive storytelling that VR can facilitate," said Zach Overton, VP of brand experience, Samsung Electronics America. "At Samsung, we aim to create innovative partnerships, like our relationship with Barneys New York, to help brands reinvent how they connect with consumers."

Barneys joins a growing list of retailers offering a VR experience to its consumers. 

Most recently, Walmart announced the acquisition of Spatialand, a software platform that will create virtual reality experiences for the chain's stores and websites.