Rochambeau X Aaron Curry at The New Museum, Powered by Avery Dennison

September 2018 (New York, NY) – 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. On view, at the New Museum, through September 21st, 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.”

To learn more about the Avery Dennison range of technology solutions, including the Vela(™) window display system, based on Gauzy technology, visit:


About Rochambeau

Rochambeau is a New York City menswear label founded in 2011 by Laurence Chandler  and Joshua Cooper. Drawing inspiration from the city, skate culture and the contemporary art world, Chandler collaborates with renowned artists to produce each seasonal collection. A willingness to take risks has led to high regards in the industry; in 2016 Rochambeau was a finalist in the CFDA/Vogue Fashion Fund while simultaneously taking home the US Woolmark Prize. As of fall 2017, Rochambeau is available in some of the most exclusive retail doors in the world, including Just One Eye, 424, Liberty, Boon the Shop, The Webster and SSENSE.


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


About Vela™ Dynamic Display Technology

In 2018, Avery Dennison is launching a dynamic display window advertising system called Vela™ Dynamic System, which is a turnkey platform for digital advertising solution based on technology developed by Gauzy, one of a number of innovative startups Avery Dennison has invested in over the last couple of years. This system helps attract more customers by transforming store windows into eye-catching, switch-on-switch-off advertising media that projects campaigns, promotional offers and personal content, changing the message throughout the day with time and location-based videos and images. Vela™ Dynamic System is transparent when not in use, retaining in-store visibility and sales opportunities. When combined with innovative experience technology from the Avery Dennison partner network* - Vela(™) dynamic technology offers retailers the flexibility to combine traditional merchandising with innovative digital advertising, creating truly engaging content for the consumer.


*For the Rochambeau x Aaron Curry event Avery Dennison is partnering with Outernets.