AR Catwalk Fashion Week NY
The AR Catwalk is a synchronised multiplayer experience that enhanced the live runway during New York Fashion Week, 2016.
Ground Truth (Previously xAd)
- Experience Design
- Software Engineering
- AR, VR
- 3D Animation
- CG & VFX
- Augmented Reality
- Network Engineering
- Web Sockets
Superbright was commissioned by xAd, a location based marketing company (now Ground Truth) to create a custom catwalk experience that looked to answer the question “What is the future of fashion?”
Fashion shows have been an avenue for utilizing interactive technology by designers such as Alexander Mcqueen or Huseyin Caglayan often creating a commentary on contemporary culture.
Using mobile phones to record peoples experiences had become been second nature by 2016 so this was a chance to explore how we could take it one step further. Adding a layer of visual augmentation to enhance the fashion show, that synchronised live with the models on the catwalk provided us an opportunity to really explore the idea of “Future of Fashion”.
Superbright developed a custom stage that merged a proprietary AR marker system with an integrated LED screen that when combined, generated volumetric data of the catwalk and surrounding area. This allowed us to treat the runway as a three dimensional canvas.
A custom server streamed timecode to all connected devices within the venue to sync everyone's mobile device to provide a simultaneous shared experience that meant the augmented content across the LED and audience phones were perfectly timed across the show.
Superbright worked with fashion designer Lindsay Frimodt to develop the visual language and direction for the augmented creative in order for it to complement her garments.
The final experience was a live physical 15 minute fashion show that played out within a ‘virtual’ three dimensional space, further enhanced by the personal AR experience that each audience member enjoyed on their personal device.
The deployment of LED screens and contextual content was an early adopter of Virtual Production technology that we are becoming more prevalent in game and film production.
- Ground Truth (Previously xAd)
- Creative Director
- Igal Nassima
- CG / VFX
- Installation Design / Fabrication