The ever-tightening bond between fashion and technology has become more fastened, thanks to a new yearlong partnership between the CFDA and Samsung 837.
A private audience of 150 guests will watch a live-stream of tonight’s CFDA Fashion Awards at the Samsung 837 space in the Meatpacking District. And afterward, hundreds will make their way to the experiential Washington Street address for the event’s official after party. DJ Mia Moretti won’t be the only source of music. There will also be a surprise performance, according to Zach Overton, general manager and vice president of Samsung 837.
The downtown double-header will kick off 12 months of special events, panel discussions and cocktail parties that aim to redefine how designers and fashion brands can reveal their creative process, outlook and marketing in more innovative ways. Unveiled last year, Samsung 837 has stadiumlike seating, digitally activated installations, a broadcast studio and other immersive features. For last week’s launch of two fitness wearables, Gear Fit 2 and the Gear IconX, Gwen Stefani performed outside in the street.
Aside from exploring how technology and culture intersect, the CFDA and Samsung 837 will be working together to market in new and unexpected ways, Overton said. One focal point for Samsung 837 will be working with the men’s wear designers who are part of the CFDA’s Platform 3. The plan is to develop virtual reality content that “amplifies” those designers and their processes, the execution of their ideas and how technology is having an impact on fashion, Overton said. The concept plays off similar ones Samsung 837 has staged including an up close and personal one with “Fight Song” musician Rachel Platten. As part of its “360° Meals” program, Samsung 837 shot a four-minute film of Daniel Boulud discussing menu selection, creating recipes and preparing one in his kitchen. After watching the film and removing their goggles, guests were greeted by Boulud who then did a Q&A and prepared the recipe from the film for attendees.
In the next few weeks, Samsung 837 will host a New York Times-sponsored panel discussion about the future of fashion with Tory Burch, the CFDA’s president and chief executive officer Steven Kolb and others to try to “get to the heart of the fashion system,” Overton said. Before joining Samsung last fall, he worked for RED and prior to that, The Gilt Groupe.