Outernet London and the Fashion Innovation Agency based at London College of Fashion, UAL, have come together on a collaboration which will be displayed across the vast floor to ceiling, 360 degree wrap around screens housed in the Outernet district – the most advanced immersive space in the world, situated at London’s Tottenham Court Road. This brand-new immersive media and culture district aims to bring immersive experiences to the high street by revolutionising customer engagement
and providing a platform to showcase physical assets alongside the digital.
Earlier this year, the Fashion Innovation Agency (FIA) were the first to explore Outernet London and the capabilities of its fifty-foot-high screens in an exclusive content partnership.
The project has been documented in a brand-new short film. now available to watch on
FIA’s YouTube Channel.
To create the piece, the Fashion Innovation Agency integrated the work of two graduates from London College of Fashion, UAL’s MA Costume Design for Performance course (Nitin Parmar and
Elisabeth Sur) to create cutting-edge virtual environments
directly inspired by the designers’ costumes using Epic’s Unreal game-engine technology. FIA then displayed these as
moving digital backdrops on Outernet London’s screens while dancers, wearing the same costumes, performed choreography reflecting the backstory of the garments as well as the immersive world surrounding them. This collaboration
was the first
real-time digital and physical fashion experience explored in the brand-new Outernet London.
Through this project, Outernet London and the Fashion Innovation Agency aimed to demonstrate how physical garments and products captured within digital environments can create compelling
fashion spectacles and unlimited retail engagement possibilities that evolve and adapt according to whomever enters the space and in turn can create completely unique and personalised individual experiences.
Matthew Drinkwater, Head of the Fashion Innovation Agency at Head of London College of Fashion, UAL said:
“At a time when physical retail has been under pressure, the arrival of Outernet London will return a sense of wonder to the capital. These giant digital
backdrops will allow us to create engaging immersive retail experiences, where the collision of digital content with live entertainment and shopping provide a truly unique experience for each and every visitor.”
Jody Malam, Creative Director Outernet London said: “We’ve really
wanted to work with London College of Fashion’s FIA and some of their young designers since first talking to them about collaborating. Our ground-breaking immersive media and culture district is perfect for this type of project so we’re delighted to see
our partnership come to life so vividly. Fashion is a highly creative industry and new talent is always crucial to keep it evolving so we are proud to help support what the FIA do.”
