Rochambeau x Aaron Curry at the New Museum, Powered by Avery Dennison
NEW YORK — September 25, 2018 — Rochambeau, the growing menswear brand fast becoming known for its ongoing contemporary art collaborations, unveiled an exclusive retail partnership with the New Museum on Friday, September 7, 2018.
Rochambeau collaborated with global materials science and manufacturing company Avery Dennison to create a unique participatory showcase, which included an interactive installation featuring new sculpture by artist Aaron Curry in the ground floor window, as well as a full-scale takeover of the museum’s lobby. For one night, the lobby was transformed with striking Avery Dennison vinyl graphics, with an onsite customization station featuring Avery Dennison Agility HD heat transfers, where guests could transform exclusive Rochambeau t-shirts and hoodies into one-of-a-kind pieces, featuring Curry’s signature squiggles, blobs, bubbles and doodles.
The window installation was activated with a cutting-edge Vela technology, powered by Avery Dennison in partnership with tech design firm Outernets, which created a fully immersive experience for guests and passersby. On view, at the New Museum, through September 21st , the installation enables visitors to embed themselves into a unique digital artwork inspired by the work of Aaron Curry and contrasting with the static sculpture behind it.
Laurence Chandler - Co-Founder of Rochambeau said of the event: “We love collaborating with Avery Dennison - every time we work together we discover another great solution — from physical garment embellishments and wall graphics to immersive technology. This New Museum event was a great example of how their solutions can help to bring a brand experience to life!”