JAY Z x BARNEYS NYC
multi-channel A/V installation, New York - USA, 2013Conception, direction : Romain Tardy / Joanie Lemercier / David Terranova
Sound design : Thomas Vaquié
Production: Barneys NYC
Coordination & project management : Juliette Bibasse, Julia Kaganskiy
Logo & typeface designed : Sagmeister & Walsh
For Christmas 2013, the luxury store teamed up with Jay Z to create an exclusive and limited collection of clothes and accessories, designed by some top luxury labels including Balmain, Proenza Schouler, Lanvin or Rick Owens among others.
But Barneys wanted to go a step further, and this is how the idea of an immersive A/V environment came up. Designed in collaboration with Joanie Lemercier, the BNY SCC Gallery is a true physical experience.
Romain Tardy wrote the concept, directed and edited the 360° movie, with the help of David Terranova.
The concept of the movie is based on a journey through time, light and space. Starting from the underground and flying to the stars, it’s also a metaphor of Jay Z’s incredible career, and a tribute to New-York City.
Everything was shot in black and white, and composed with a lot of blending and heavy grain, to match the spirit of the collection.
About The Sound :
Jay Z commissioned Dj Mustard who sent me a series of beats that I mixed in an ambiant soundtrack.
I wanted to create a sound trail from the depths of the New York’s suburbs to the heights of the city center.
So, I recorded a series of quadriphonic atmosphere in New York City: empty metro station, desert suburb, downtown street, skyscraper ambiances…
Then, I mixed the beats as part of this trip’s ambiances. Finally, the entire soundtrack was mixed on site on a 9.1 surround system.
For copyright reasons, the music pieces composed by Jay Z have been replaced by personal compositions in the track above.