Clarke NY Auction - July 28

Rochambeau x Aaron Curry New Museum Pop-Up Merges Art, Fashion and Technology

  • NEW YORK, New York
  • /
  • September 10, 2018

  • Email
Interactive window installation at the New Museum
photo: Johanna Siring
Interactive window display featuring sculpture by Aaron Curry
photo: Johanna Siring
Interactive window display featuring sculpture by Aaron Curry
photo: Johanna Siring

Rochambeau, the growing menswear brand fast becoming known for its ongoing contemporary art collaborations, unveiled an exclusive retail partnership with the New Museum on Friday, September 7, 2018.

Rochambeau collaborated with global materials science and manufacturing company Avery Dennison to create a unique participatory showcase, which included an interactive installation featuring new sculpture by artist Aaron Curry in the ground floor window, as well as a full-scale takeover of the museum’s lobby. For one night, the lobby was transformed with striking Avery Dennison vinyl graphics, with an onsite customization station featuring Avery Dennison Agility™ HD heat transfers, where guests could transform exclusive Rochambeau t-shirts and hoodies into one-of-a-kind pieces, featuring Curry’s signature squiggles, blobs, bubbles and doodles.

The window installation was activated with a cutting-edge Vela™ technology, powered by Avery Dennison in partnership with tech design firm Outernets, which created a fully immersive experience for guests and passersby. The installation enables visitors to embed themselves into a unique digital artwork inspired by the work of Aaron Curry and contrasting with the static sculpture behind it.

Laurence Chandler - Co-Founder of Rochambeau said of the event:

“We love collaborating with Avery Dennison - every time we work together we discover another great solution - from physical garment embellishments and wall graphics to immersive technology. This New Museum event was a great example of how their solutions can help to bring a brand experience to life!”

Angus Mcguffin, Creative Director at Avery Dennison added:

“Bringing art, design and technology together to create a fully immersive window experience at the New Museum, with Rochambeau and Aaron Curry, has been incredible. The installation really demonstrates how this technology can open up opportunities to combine physical and digital experiences to create true human engagement.”

The installation is on view at New Museum through September 21, 2018. 

Avery Dennison
About Avery Dennison

Avery Dennison (NYSE: AVY) is a global materials science and manufacturing company specializing in the design and manufacture of a wide variety of labeling and functional materials. The company’s products, which are used in nearly every major industry, include pressure-sensitive materials for labels and graphic applications; tapes and other bonding solutions for industrial, medical and retail applications; tags, labels and embellishments for apparel; and radio frequency identification (RFID) solutions serving retail apparel and other markets. Headquartered in Glendale, California, the company employs approximately 30,000 employees in more than 50 countries. Reported sales in 2017 were $6.6 billion. Learn more at

  • Email

ARTFIXdaily Artwire