by Stephen Garner

Miami-based specialty retailer The Webster has launched its fourth iteration into the virtual reality space with a New Guards Group (NGG) dedicated multi-room platform, The Garage.

This new interactive space exhibits pieces from the spring/summer 2021 collections of Off-White, Palm Angels, and Ambush. The Garage examines the space as a parking spot, a gathering spot, and a performance space, exploring the depth of versatility a garage space typically has on communities and cultures.

The experience presents two avatars of musicians, Glasgow native Chlobocop and Brooklyn-based Galcher Lustwerk.

Chlobocop’s Garage is a mafia film-like space with ambient lighting, rich red velvet walls, and plants surrounding a recessed conversation pit. In the second viewpoint, a luminous dance platform frames the partition with a backdrop of stacked vintage TVs. With the use of 3-D scanning, Chlobocop is wearing a complete Off-White look in the first scene and Palm Angels in the second.

And, Galcher Lustwerk’s Garage is centered around a ‘90s Land Rover. The car is utilized as a metaphor for a house of information, filling it with different objects and memorabilia provided by Galcher himself. The room is film-noir-inspired and filled with ambient light and streams of light creating a soft yet mysterious dream state. Galcher’s avatar wears three looks from Off-White, Palm Angels, and Ambush in three different viewpoints.

“Creative and unique merchandising is a founding pillar at The Webster, since the inception of our stores we have always presented our curation by vibe and color, not by brand,” Laure Hériard Dubreuil, founder and CEO of The Webster, tells MR. “Creating these virtual worlds is a natural extension for us to showcase our brands and their product through a digital perspective and ultimately exhibiting our lens from an alternative viewpoint. This initiative truly embodies our lifestyle approach to retail – the intersection of fashion, music, art, and design. Partnering with New Guards Group was a seamless alignment for this project, as we were able to highlight a few brands under their umbrella, all that have their individual creative direction but are connected through their roots in music, establishing a beautiful synergy between the different garages!”

The Garage was designed by Superficial Studios and is accessible via desktop and mobile devices, supported by a customer interface created to make the experience shoppable.