Google Arts & Culture

We wear culture

2016 - AKQA Paris

For the first time, Google Arts & Culture has partnered with cultural fashion institutions in France and around the world to unveil more than 300 years of fashion with new technologies.

For this occasion, AKQA crafted a VR exploration of the story of iconic pieces such as Coco Chanel’s little black dress, Marilyn Monroe’s sparkling and iconic pumps, and Vivienne Westwood’s famous controversial corset.

Insight :

The clothes we wear are not just color, fabric and stitching. They are a representation of us and our surrounding culture
Idea :

Take the most iconic fashion pieces from around the world and unravel the stories behind each piece. Show that fashion is not just the latest trend, but that it's an art form and has a rich history behind it.
Execution :

A series of virtual reality films transporting the user into each of the museums and explores the items in 360 degrees. While the museum curator narrates, the stories illustrate and animate all around you.

Coco Chanel’s black dress - Musée des Arts Décoratifs - Paris, France

Vivienne Westwoods’s ‘Boucher’ corset - Victoria and Albert Museum - London, UK

Salvatore Ferragamo’s Stilettos - Salvatore Ferragamo Museum - Florence, Italy

Rei Kawakubo‘s Kimono - Kyoto Costume Institute - Kyoto, Japan

“Iconic pieces that changed the way we got dressed are brought to life before the users’ eyes.”