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.
Image Credit: Arc’teryx
Key Themes Behind This Trend
- Artistic Fashion
- Opportunity for creating new fashion designs that incorporate artistic concepts and installations.
- AR Fashion
- Opportunity for integrating augmented reality technology into fashion designs and retail experiences.
- Multidisciplinary Collaboration
- Opportunity for collaborating with local creatives to integrate different perspectives in product design and marketing campaigns.
Where This Applies
- Fashion Industry
- Opportunity for brands to create more artistic designs and integrate augmented reality technology for a unique retail experience.
- Art and Design Industry
- Opportunity for artists and designers to collaborate with fashion brands to create unique and artistic designs and installations.
- Marketing Industry
- Opportunity for marketing campaigns to incorporate multidisciplinary collaborations for a more diverse and creative approach to product promotion.
