Reinventing retail with
the digital catwalk

Reinventing retail with the digital catwalk

Reinventing retail with the digital catwalk

Amazon Fashion

Make were appointed to bring to create an experience at the heart of F8 that unified all of the Facebook products in the portfolio.

From the 24th – 27th of October 2019, the Kühlhaus Berlin played host to Destination Denim, an experiential event for Amazon Fashion fusing technology, music and culture.

Our brief at Make was to create a stand-out experience that captured the essence of Amazon's product choice and variety whilst being at the forefront of digital innovation.

From the 24th – 27th of October 2019, the Kühlhaus Berlin played host to Destination Denim, an experiential event for Amazon Fashion fusing technology, music and culture.

Our brief at Make was to create a stand-out experience that captured the essence of Amazon's product choice and variety whilst being at the forefront of digital innovation.

Our response – the Digital Catwalk. A 12 metre LED wall animated with a never ending flow of virtual runway models, choreographed to a bespoke DJ mix. Working with Amazon stylists we modelled over 40 unique catwalk looks crafted from a diversity of fashion labels, all shop-able on Amazon Fashion.

Make were appointed to bring to create an experience at the heart of F8 that unified all of the Facebook products in the portfolio.

Our response – the Digital Catwalk. A 12 metre LED wall animated with a never ending flow of virtual runway models, choreographed to a bespoke DJ mix. Working with Amazon stylists, we created 36 unique catwalk looks crafted from a diversity of fashion labels, all shoppable on Amazon Fashion.

From the 24th – 27th of October 2019 the Kühlhaus Berlin played host to Destination Denim, Amazon Fashion's first ever experiential event fusing fashion, technology, music and culture.

Our brief at Make was to create a variety of digital experiences that wove Amazon innovations seamlessly across the pop-up denim showcase.

Our response – the Digital Catwalk. A 12 metre LED wall animated with a never ending flow of virtual runway models, choreographed to a bespoke DJ mix. Working with Amazon stylists, we created 36 unique catwalk looks crafted from a diversity of fashion labels, all shoppable on Amazon Fashion.

How it worked

By stepping into one of three interactive zones, users instantly called a character forward from the line. Using the latest skeletal tracking camera technology and real-time fabric simulation, attendees took control of the virtual runway models through the movement of their bodies.

The models mirrored their movements in real-time allowing them to let loose and play with their digital reflection – exploring the detail of each item of clothing in the process.

Full 360º tracking

Across each of the three hotspots, visitors were able to move freely through 360º, showing off all angles of the characters while unlocking a new dimension for camera based interaction.

Styled looks

All 36 looks were meticulously created from scratch and built for a diverse array of male and female body types.

Styled looks

All 36 looks were meticulously created from scratch and built for a diverse array of male and female body types.

Making it shoppable

During interactive moments, a graphic overlay presented details of the products on display, complete with an Amazon SmileCode. Scanning the code landed attendees on a shopping list within the Amazon App, where each item could be purchased.

We believe in ideas as much as we do execution, and bring passion and creativityto every project from conception through to flawless.

Pushing the boundaries of skeletal tracking and real-time rendering

60 frames per second

360º tracking

Fabric simulation

Photorealism

36 styled looks

Built in Unity

Pushing the boundaries of skeletal tracking and real-time rendering

60 frames per second

360º skeletal tracking

Interactive fabric simulation

Photorealistic rendering

Built in Unity

60 shoppable items

Pushing the boundaries of skeletal tracking and real-time rendering

60 frames per second

360º skeletal tracking

Photorealistic rendering

Interactive fabric

Built in Unity

60 shoppable items

Making it happen

From choreographed 'motion capture' shoots, to the meticulous modelling of each look, take a glimpse behind the scenes at the making of Digital Catwalk.

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