An immersive collaboration between a retailer and a dance company, an augmented reality invasion into the MoMA, a colourful cycle of life, and much more exciting projects

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Liked by Immersives 

An immersive collaboration between a retailer and a dance company, an augmented reality invasion into the MoMA, a colourful cycle of life, and much more exciting projects in today's issue of Liked by Immersives, a weekly bulletin curated with love by your Immersive team. Please enjoy.

Project Mantle by Martha Graham Dance Company for Barneys
What it is A VR dance experience in retail environment.
Why we like it Fashion brands and retailers have always creatively partnered with dancers (for example, see this Rag&Bone x Baryshnikov collaboration from few years ago). However the level of immersion in this project is quite unprecedented. The dance company created special performances for several lines of apparel on display at Barneys and filmed them in 360. The retailer features them in its campaign, in shop windows displays, and in special VR experiences in its flagship stores. Bravo!

Project Hado by Meleap
What it is AR sports (and fun).
Why we like it The Japanese are again on the bleeding edge of everything curious in entertainment. This game allows players to cast fireballs from their hands, build defensive energy fields, fight monsters, and compete with friends. Another variation of it is a real-life Mario cart. All this in real life, using just AR glasses. If you need them on your next event — they’re expanding to Europe and touring the US now.

Project Dyebirth by nor
What it is A science&art installation that reminds us of the circle of life.
Why we like it While most of interactive and algorithmical installations use digital screens in their great variety to deliver creators’ messages, this piece of science art uses water, ink, and chemical substances. Basing on a famous Life algorithm that imitates cell fission, it places droplets of dye creating unexpected colourful patterns. In the end, however, all the colours blend together in a black shapeless mass reminding us of the life/death cycle.

Project MoMAR 
What it is An unauthorized gallery concept.
Why we like it The Internet era brought us the greatest democratisation of the every aspect of our lives. Among areas that benefited the most is art. Augmented reality brings it alive. This gallery’s concept is very simple: it invades the MoMA and replaces several paintings with collaborative projects by young artists. In augmented reality, that is. Bring your smartphones and tablets to see new art on top of a Pollock.

Project Tunnel Visions: Array by 59 Productions
What it is A public art installation.
Why we like it Public art transforms communities. It can change the outlook of a building or breathe life into a city block, or even put whole cities on a map (like Perth’s murals in Australia). This project turns a tunnel in London into a magic play of light and music by a modern composer.

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