This week on Monday April the 3rd, The Strand Arcades announced their first interactive fashion video campaign. In their most ambitious look book to date, the arcade has collaborated with up and coming songstress Sloan Peterson, alongside alumni dancers from Australian Ballet School and Sydney Dance Company.
Sloan’s debut EP ‘Song 105’ is the first single the band will be releasing and is the backing track to the exciting campaign. The exciting technology behind the interactive music video allows viewers to brose the latest collections of featured menswear brands, P. Johnson, Fred Perry, Bassike and Jac + Jack through the click of your mouse. Shot in the arcade the video takes the viewer on a immersive tour and highlights both fashion and the surrounds in which the brands are housed.
Cementing its dedication to craftsmanship, creativity and nurturing Australian talent, the Strand Arcade is pleased to announce its most ambitious visual campaign to date. Collaborating with up- and-coming songstress, Sloan Peterson alongside alumni dancers from Australian Ballet School and Sydney Dance Company, the Strand showcases its latest designer collections using cutting-edge interactive technology.
Combining music, art, dance and fashion the video is filmed inside the Strand Arcade’s coveted halls, the driving rhythm and bittersweet cadence of Peterson’s newly released track ‘105’sets the tone as viewers are taken on an immersive tour . The interactive fashion video, allows viewers to browse the latest collections of featured brands, the click of your mouse showing a close up of each item and shopping details.
Directed by Peter Moore, the video narrative perfectly captures the essence of the arcade and the vibrant collections of Strand retailers. Each shot highlights key statement pieces from leading influential local designers such as Scanlan Theodore, Dion Lee, Jac+Jack , Bassike, Ginger & Smart and Manning Cartell.
Victor Gaspar, General Manager IPOH Group – “Continuing our support of Australian talent and designers is important to us and we are excited to be collaborating with artist Sloan Peterson on our new digital fashion campaign. Our aim was to create a unique and interactive digital experience, where customers are taken on a journey showcasing all the Stand Arcade has to offer. The natural evolution of fashion campaigns are that they are becoming increasingly digitally orientated and, as the Strand is at the forefront of fashion, we too wanted our latest campaign to reflect this.”
The new digital direction touches on all key creative values treasured by the Strand community and is a harmonious tribute to both the history and to the future of the Strand Arcade.
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To view the interactive video click the link below
by Arrnott Olssen
Editor Rogue Homme