Neiman Marcus x Refinery29: Dream Closet

A space to discover and interact with the extended digital realms of fashion, REIFY’s Dream Closet, built for Refinery29 in collaboration with Neiman Marcus, is a custom augmented reality (AR) experience, where the items you love in the physical world come to life through contextual digital animation and a visual narrative.

Using cutting edge AR recognition and animation, REIFY bridged the gap between technology (digital content) and fashion (retail).

When viewed through REIFY’s custom iPad app, select Neiman Marcus garments and accessories were brought to life in new ways. Confetti rained down on Alice & Olivia sequin bomber jackets and parrots soared around a patterned ETRO cape, all in harmony with the playful Refinery29 editorial content.

After engaging with the AR Dream Closet, guests selected the garments they wanted to wear and proceeded to a ARbooth that captured and animated fun AR GIFs that were shared widely via social media and aggregated with the hashtags #NMMakeSomeNoise and #R29ExpressYourself.