38 ECOMMERCE VR
Always hip to the latest fashions in technology, in Spring 2010 London Fashion Week was the first of the Big Four to broadcast shows live on the internet. This latest VR experience is the early fruit of a grander multi-year partnership between Digital Domain and the BFC
to showcase Britain’s innovative and creative fashion design talent. Through the partnership, Digital Domain will be granting immersive access to the public to all major BFC events, providing fashion enthusiasts – of whatever profile – unprecedented access.
“Working with BFC and their partners, we aim to expand the world of the traditional runway model for at-home viewers and shoppers,” says Alireza Saifi, VP, Global Business Development, Digital Domain. “By providing designers access to Digital Domain’s XR technologies, they can expand their reach and provide an up-close and intimate experience to their shows for millions of fashion industry fans.” Digital Domain already has experience with streaming events in 360-degree VR, including live streaming, but given the very high profile nature of London Fashion Week, the project demanded careful creative planning. “Digital Domain’s production and creative teams work closely with the BFC team and designers,” says Saifi. “Together, they evaluate stage set-up and environment, from lights, audience locations and brand vision to the creative direction. It’s all in order to influence the creative content, the storytelling direction and execution.”
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