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Today, Monday June 15, the French fashion house opens its first digital showroom at 44 rue François-1er in Paris, the historic address of the house, to unveil its upcoming women’s and men’s cruise collections. Virtual muses and giant projectors will be on the programme, with as a bonus, the avatar of Olivier Rousteing, the brand’s artistic director, projected in 3D in the store to serve as a host and guide for customers during their shopping. An immersive, futuristic and unique experience.
Since his appointment as artistic director of Balmain in 2011, Olivier Rousteing has given a new impetus to the French house, constantly innovating both through his collections and his way of communicating.
Today, the designer continues to build on this progress by inaugurating the brand’s first digital showroom at the emblematic Parisian address where Pierre Balmain founded his fashion house in 1945 and which now houses a boutique and offices.
A virtual exhibition room
He will be unveiling there his next cruise collection, his first one since the lifting of the containment, using future high-tech tools ranging from large projection screens to tell the story of the collection to synthetic mannequins evoking the “Balmain Army” to present key looks and new pieces.
A 3D animation will even broadcast the French designer’s giant avatar and make his voice resonate in the showroom space to welcome and guide customers.
And in addition to being welcomed by a Rousteing avatar (who has recorded his voice and carefully chosen his words so that his virtual character is as close as possible to reality), anyone who enters the showroom will be invited to explore the cruise and pre-fall collections in 3D, in addition to being able to virtually go through the studio and even listen to the stylist’s quarantine playlist.
The objective is to introduce customers to the new products in a completely innovative and exclusive way, via 360-degree videos and the application of virtual reality.
But also and above all, to penetrate the “secret” backstage of the collection and thus reveal all its human aspect. Indeed, Olivier Rousteing wanted to bring to light the men and women who contributed to the creation of new pieces despite the coronavirus crisis and subsequent lockdown. Video footage will show images of the seamstresses, tailors, embroiderers and all the little hands that worked in the shadows to create the brand’s new women’s and men’s cruise collection.
“It’s going to be like getting into the Balmain world from far away, but at the same time feeling really close” said the artistic director in a recent interview.
An initiative full of meaning considering that the coronavirus pandemic has been dehumanising human relationships and imposing a real social and physical distance.
With this interactive and playful “digital home”, visitors will walk from room to room to discover a variety of content while reconnecting with the DNA of the house after weeks of isolation.
Read also > Valentino organises its first virtual event dedicated to sneakers
Featured photo : © Balmain[/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”not-logged-in”][vc_column][vc_column_text]
Today, Monday June 15, the French fashion house opens its first digital showroom at 44 rue François-1er in Paris, the historic address of the house, to unveil its upcoming women’s and men’s cruise collections. Virtual muses and giant projectors will be on the programme, with as a bonus, the avatar of Olivier Rousteing, the brand’s artistic director, projected in 3D in the store to serve as a host and guide for customers during their shopping. An immersive, futuristic and unique experience.
Since his appointment as artistic director of Balmain in 2011, Olivier Rousteing has given a new impetus to the French house, constantly innovating both through his collections and his way of communicating.
Today, the designer continues to build on this progress by inaugurating the brand’s first digital showroom at the emblematic Parisian address where Pierre Balmain founded his fashion house in 1945 and which now houses a boutique and offices.
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[/vc_cta][vc_column_text]Featured photo : © Balmain[/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”people-in-the-roles” njt-role-user-roles=”customer”][vc_column][vc_column_text]
Today, Monday June 15, the French fashion house opens its first digital showroom at 44 rue François-1er in Paris, the historic address of the house, to unveil its upcoming women’s and men’s cruise collections. Virtual muses and giant projectors will be on the programme, with as a bonus, the avatar of Olivier Rousteing, the brand’s artistic director, projected in 3D in the store to serve as a host and guide for customers during their shopping. An immersive, futuristic and unique experience.
Since his appointment as artistic director of Balmain in 2011, Olivier Rousteing has given a new impetus to the French house, constantly innovating both through his collections and his way of communicating.
Today, the designer continues to build on this progress by inaugurating the brand’s first digital showroom at the emblematic Parisian address where Pierre Balmain founded his fashion house in 1945 and which now houses a boutique and offices.
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[/vc_cta][vc_column_text]Featured photo : © Balmain[/vc_column_text][/vc_column][/vc_row]
