Throughout 2020, people around the world were under lockdown, craving connection. Netflix played a pivotal role in keeping people entertained throughout the pandemic and wanted to carry that momentum by raising awareness for two cult series through a unique partnership with the Brooklyn Museum. Around the same time in fall of 2020, the Brooklyn Museum finally opened its doors back to patrons at limited capacity. Our objective with the virtual exhibit was to create a truly accessible and elevated experience for all, allowing fans from all over (on desktop or mobile) to step into the museum’s iconic Beaux-Arts Court. In reality, the space is often reserved for events; its dramatic sunlight would damage the delicate artworks if left on display. Therefore, another goal was to use virtualization to its fullest potential by surpassing the type of experience the museum could host physically.

Characters in both series literally wear their hearts on their sleeves: the clothes they wear reflect their state of mind, relationships with others and motivations as they grow and evolve. The exhibit aimed to give fans both old and new additional insight into the designs and inspiration behind several outfits among both series, rendered in detail within an immersive 360-degree environment. Through the Brooklyn Museum partnership, thematically linked artworks curated by Senior Curator Matthew Yokobosky expanded the audience’s focus beyond the series—helping them not only engage with the shows’ characters, but also a larger, real-world socio-political context. To this end, the spatial element of the virtual environment offered audiences a sense of discovery, encouraging them to engage with each piece and its related content for a fuller understanding.

Our goal was to reach established fans of both series while pulling in a new audience. The partnership with the Brooklyn Museum is an extension of the museum’s previous exhibitions that connects fashion design with artwork from its collection. Our strategy was to authentically continue this practice while elevating it for a virtual age—drawing a new audience passionate about fashion and art history in the process. Speaking to both audiences, we drew on content and interviews from the shows’ cast and crew, including both shows’ costume designers, as well as interviews and didactic text from Brooklyn Museum Senior Curator Matthew Yokobosky.

To achieve the 3D effect of the clothing in the space, each garment was placed on a mannequin and photographed on a turntable in 360 degrees. The entire production was COVID-safe and divided into two studios, with teams connected across borders and time zones through Google Meets. Once the photographs were captured, the team stitched them together so visitors could view them from any angle. The meticulous re-creation of the Brooklyn Museum’s exterior and interior followed a similar process, stitched together with almost 1,500 images to render exquisite architectural details. Garments and artworks were placed strategically in the space; those related to “The Queen” take one half of the environment, while “The Queen’s Gambit” takes the other. Artworks relating to outfits are placed directly beside them. Finally, sound design (including the atmospheric sound of footsteps and an original musical soundtrack) made the space feel truly alive and lived in.

The exhibit caught much attention from fans of fashion, art and design. By leveraging the key element of fashion from both shows and amplifying it through the Brooklyn Museum partnership, Netflix was able to extend their reach to a wider audience and demographic.

Entertainment and fashion trades alike praised the exhibit and the way it uniquely leveraged digital to make the fashion more accessible. Vogue called it “the kind of immersive concept that could only happen with the help of the internet.” W Magazine said, “The Brooklyn Museum has successfully leaned all the way into the idea of a virtual showcase,” placing it as an innovation leader among other museums’ forays into virtual exhibits. The exhibit also caught the attention of local travel trades like Lonely Planet and Time Out, reaching a more casual yet local audience craving a return to the museum.