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Spring shoes are now in bloom at Chinese Laundry, which launched 360-degree videos on Monday featuring its spring collection, according to the company.
The “In Bloom” virtual showcase starts with a fantasy world filled with flowers, then zooms in on a blooming flower that unfolds to highlight one of three styles: “Mango Retro Slingback Pump” in pink, the “Rozie Dress Slingback” in silver and the “Lucianna Dress Slide” in cream.
The given product then rotates 360 degrees, so the viewer can take in every view of the footwear.
Sarah Zurell, chief marketing officer at Cels Brands, explained how the company “wanted to move the needle and do something fun and different. Camille came up with this really incredible concept around in ‘bloom’ and how we’re always constantly shifting and growing.”
Camille Black, Cel’s art director, added that “we feel that Chinese Laundry is kind of going through its own evolution and its own blooming, and we wanted the customer to be dropped into the same moment with us.”
The vision presents a “blossoming world, vibrant rolling hills, beautiful skies, water rippling, whimsical oversized florals, unique other-worldly color palettes,” Black explained. “And then we wanted to add in the element of water, interesting orbs, and then these mirrored elements that represent self-reflection.”
There’s a practical side to the fantastical environment as well. “You’re almost taken out of the regular day-to-day and can kind of picture yourself in another experience, which I think is really helpful when everybody is buying online or no longer in person,” Black added.
“You’re now having the experience of shopping and putting it in your hand, to see it from all angles. This gives the campaign and the products an opportunity to do that online.”
Monday’s launch of immersive video — available on ChineseLaundry.com — isn’t the end. It’s just the beginning, according to Zurell. The company is exploring ways to use this form of media in both its direct-to-consumer business and wholesale side, as a form of virtual showrooming.
