Google Cardboard: NYFW 2016

A man looking through a coach branded google cardboard

LIVE Runway 360

A group of people walking down a runway in a grassy field.
A black box with stickers on it.
A group of people walking down a runway in a grassy field.
A man laying on the floor with stickers on his head.
A man looking through a coach branded google cardboard
A vr headset sits on a street in new york city.
A vr headset sits on a street in new york city.
A black box with stickers on it.
A woman is walking down the runway in front of a crowd.

Case Study:

LIVE STREAMING GETS MORE ‘REAL’ WITH 360° EXPERIENCES

As Head of Innovation at Tapestry, part of my role was to work cross-functionally with teams to bring immersive technology to more traditional event formats. In 2016 Coach wanted to introduce a new layer to their NYFW Women’s Fall runway show. The live stream was pushed out to the event website, the Coach website, and a host of other destinations including LINE, Refinary29, Vogue, and Showstudio.

VIRTUAL REALITY

More excitingly though, the show would also be streamed LIVE IN 360°. In partnership with Google we delivered the virtual reality stream live to the Coach app and to the web. If you were not lucky enough to be able to pop into a Coach store in the US (where you can grab your very own Coach-branded Google Cardboard headset), the experience was available in the app for an immersive experience.

This initiative introduced several intricacies and challenges because not only were we shooting the runway show in 360 but also streaming that 360 content LIVE! Making sure the appropriate bandwidth was available in a remote warehouse/commercial location takes a village!

Virtual Reality for Campaigns

Industry: Fashion

Role: Head of Innovation

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