Did you know that this NYFW season, the home of the fashion techies is located in the heart of New York’s Meatpacking District? Looking to “democratize” NYFW, Samsung 837 has quickly become the place where technology and fashion has positively collided.
Designed by WonderWall Inc, the not-quite-a-store space encourages ideas and offers experiences that include exposure to cutting edge devices. Tempting NYFW participants with the world of Virtual reality, Samsung 837 has brought to the table stylishly innovative opportunities that have allowed the fashion tribe to try out the kind of technology that the industry could find useful in the long run. Therefore, it should come as no surprise that fashion insiders are beginning to see the tech store as a great place to view fashion, especially with the current trend of see-now, buy-now being adopted by designers like All-American fashion label Tommy Hilfiger.
With so much going on at 837, the event that had everyone talking was British makeup artist Charlotte Tilbury’s collab with Samsung. Tilbury’s NYFW launch offered invited VIP’s a virtual reality experience of the brand’s campaign starring Kate Moss. Using Samsung Gear VR headsets, guests were able to participate in a dreamlike experience using the latest technology. Besides Tilbury’s event, Samsung also created a “see now, buy now” station for Kendall and Kylie Jenner’s newest line and they also worked with early adopter of wearable technology Sylvia Heisel, who held a 3D installation and presentation and a panel discussion.
On their conscious decision to become involved with NYFW, Zach Overton, vice president and general manager of Samsung 837 shared with adweek.com, “We believe that VR is a unique and innovative tool in immersive storytelling, and we are using it to help designers and brands give fans immersive experiences around their fashion shows, brands and collections.” He continued, “We are creating an intimate and experiential connection between the designer, fashions and viewers that can only come from VR. Fashion is an emotional form of design and the immersive quality of VR can heighten the connection between the inspiration, the design and the audience.”