Arc’teryx Soho continues to expand into a deeper artistic angle when it comes to its Beta AR jacket, which is a recognizable shell jacket that is designed for both city and nature environments. It is also a functional creative installation at the Soho store.
To launch it, there is a video premiere that is shot by director Emilio Chavez, where the brand invited local creatives in the community to channel their own perspective of the Beta AR jacket as a multidisciplinary base. This includes the art direction of Jordan Thomas and the new film launches a three-part series that captures the special Beta AR that takes place through different adventures in New York through a unique 360° perspective of the design.
AR-Themed Jacket Concepts
The Arc’teryx Beta AR Jacket Adds a New Artistic Angle
Trend Themes
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Artistic Fashion — Opportunity for creating new fashion designs that incorporate artistic concepts and installations.
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AR Fashion — Opportunity for integrating augmented reality technology into fashion designs and retail experiences.
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Multidisciplinary Collaboration — Opportunity for collaborating with local creatives to integrate different perspectives in product design and marketing campaigns.
Industry Implications
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Fashion Industry — Opportunity for brands to create more artistic designs and integrate augmented reality technology for a unique retail experience.
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Art and Design Industry — Opportunity for artists and designers to collaborate with fashion brands to create unique and artistic designs and installations.
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Marketing Industry — Opportunity for marketing campaigns to incorporate multidisciplinary collaborations for a more diverse and creative approach to product promotion.