MPC Creative and Sunshine have collaborated to create a first-of-its-kind VR experience for luxury Parisian fashion house, Balmain. The five-minute experience sees the viewer immersed into the fantastical mind of the brand’s creative director, Olivier Rousteing, one of fashion’s leading talents. We are exposed to a series of beautifully crafted spaces, each representing a different stage of Rousteing’s unique creative process.
Viewers are guided by Rousteing as the narrator as they enter Parisian scenes, such as an impossibly cavernous baroque hall, a room ablaze with fire and an abstract landscape with growing staircases, metaphorically representing the creative milestones behind each Balmain collection.
Pete Conolly, Creative Director at MPC Creative, says: “This unique project has allowed MPC to push our realtime offer in an exciting new direction, allowing us to focus in detail on some of the more artful sides of the creative process that we love, and combining our collective knowledge of architecture, atmospheric lighting visual effects and sound design into a single, fluidly coherent piece."
Simon Bird, Creative Director at Sunshine, says: “Olivier is really excited by new technology. We wanted to use VR to connect with his fans, a bit like he does with Instagram. But at the same time, we wanted to push the technology and do something that was only really possible in virtual reality."
Olivier Rousteing, Creative Director at Balmain, says: “This new VR concept truly represents the DNA of today’s Balmain. We are in a period of rapid change, and as the fashion industry evolves, Balmain remains dedicated to leading the way we can connect with our followers and customers. We want everyone to be involved in our Balmain universe, and this VR is an important factor that helps us achieve this.”
“My City of Lights” is currently premiering inside the new Balmain Milan flagship store as part of Milano Moda Design. It also features a bespoke instore installation designed to blur the boundaries between the luxury and virtual worlds.
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