Jay Z x Barneys NYC

2013, multi-channel A/V installation.

Role: Conception (in collaboration with Joanie Lemercier), Creative direction, Film direction (in collaboration with David Terranova).
Music: Thomas Vaquié
Production: Barneys NYC
Coordination & project management: Juliette Bibasse, Julia Kaganskiy.
Logo & typeface designed by Sagmeister & Walsh.
Barneys NYC (Madison avenue flagship store), New-York, USA, Sept-Nov 2013.


The collaboration between Jay Z, Barneys, New York, and Sagmeister & Walsh presented an exciting opportunity that I couldn't pass up. In celebration of Christmas 2013, Barneys partnered with Jay Z to curate an exclusive and limited collection of luxury clothing and accessories. This remarkable collection featured renowned labels such as Balmain, Proenza Schouler, Lanvin, and Rick Owens, among others.

However, Barneys wanted to elevate the experience even further. That's when the idea of creating an immersive audiovisual environment emerged, in collaboration with Joanie Lemercier. Together, we brought the BNY SCC Gallery to life, offering a truly captivating physical experience. I was responsible for developing the concept, directing the project, and editing the 360° movie, with the assistance of film director and musician David Terranova.

The movie's concept revolves around a mesmerizing journey through time, light, and space. Beginning underground and soaring through the skies, it serves as both a metaphor for Jay Z's extraordinary career and a tribute to the vibrant spirit of New York City. To align with the collection's essence, we captured everything in black and white, employing various blending techniques and adding a touch of heavy grain to evoke a specific aesthetic.







Scroll down to see the project and also some behind the scenes stuff!
Thanks to David Terranova for the pictures.


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Behind the scenes GIFs & pics ☻
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Bonus pics feat. Beyonce!  ☻☻
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