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

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 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 Vela technology, powered by Avery Dennison, in partnership with tech design firm Outernets, which created a fully immersive experience for guests and passersby.

“We love collaborating with Avery Dennison," says Laurence Chandler, co-founder of Rochambeau. "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 adds, “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.”