About This Project

In the vibrant atmosphere of London's cultural district, an unprecedented digital experience took place at PICNIC, hosted by W1 Curates Studio for London Fashion Week. This event stood out as a beacon of innovation, intertwining fashion, art, and music within an immersive environment enhanced by the studio's state-of-the-art LED screens spanning 23 meters. Featured in Vogue Business, and counting with figures as Nick Knight and organizations like Conde Nast in their participants.

Collaborating with Trendimensional, a Barcelona based digital fashion house, we introduced their IDENTITIES digital capsule collection to the audience, merging a 3D crafted fashion film with an Augmented Reality experience. This initiative allowed attendees to not merely observe but actively participate by virtually trying on a piece from the collection and be part of the runway themselves.

Our project stood as the only AR activation in the event, wowing colleagues, attendees, and digital fashion leaders, with many praising the activation's for it's creativity and engagement.

Demo
IDENTITIES Virtual Try-On Snapchat Lens

Impact

Our collaboration set a new benchmark in digital fashion, redefining how interactive experiences are integrated within the industry.

Engaged thousands of participants both onsite and online, creating a buzz around the innovative fusion of digital and physical fashion.
Garnered acclaim for pioneering a new approach to interactive fashion experiences.
Sparked global conversations about the future of fashion and art, thanks to its innovative blend of technology and creativity.

Technical Details

The AR experience was crafted using cutting-edge technology to ensure a seamless and engaging interaction for all participants.

Technology Stack: Utilized Cinema4D for 3D garment edition and optimization, and Snapchat’s Lens Studio to create a the AR experience.
Digital Fashion Integration: Developed a novel approach for digital garment try-on, enabling users to visualize themselves in pieces from the IDENTITIES collection in real-time.
Immersive Studio Experience: Leveraged the full capabilities of W1 Curates Studio's LED screens to enhance the AR experience and the presentation of the fashion film.

Responsibilities

As a creator and producer in this project, my roles spanned creative direction and production to technical execution.

Creative Direction: Led the visual and interactive design of the AR experience, ensuring it aligned with the IDENTITIES collection's aesthetic and message.
Technical Implementation: Spearheaded the development and integration of AR functionalities, enabling real-world interaction with digital fashion pieces, including the edition and optimization of the garment.
Collaboration and Production: Worked closely with Trendimensional to deliver a cohesive and impactful experience.

Press & Media Coverage

Our innovative approach to blending digital fashion with AR technology attracted attention from local and international media, including key features in:

Vogue Business: Phygital Shows, NFT Access Passes, and AR: Tech Trends to Watch This Fashion Month
Art Plugged: Digital Fashion Weekend at W1 Immersive Produced by AVATA & MAD GLOBAL
Creative Debuts: PICNIC: An Event Not to Be Missed
CoinTelegraph: AVATA and MAD GLOBAL’s Digital Fashion Weekend at W1 Immersive Set for London Fashion Week
Playground App: Events by AVATA
MAD Global Youtube Channel: YouTube Coverage of the Event
Trendimensional Youtube Channel: YouTube Feature on the Digital Fashion Experience

Identities | London Fashion Week | Lens Studio