From the 24th – 27th of October 2019, the Kühlhaus Berlin played host to Destination Denim, an experiential event for Amazon Fashion fusing fashion, music and culture.
We partnered with Amazon to place technology at the heart of the show, reinforcing Amazon’s tech leadership alongside their expansive fashion offering.
The Digital Catwalk
A 12 metre LED wall animated with a never ending flow of virtual runway models, choreographed to an energetic, fashion focused mix. Working with Amazon stylists, we created a collection of unique catwalk looks crafted from a variety of fashion labels, all shoppable on Amazon Fashion.
Release your inner model
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 interaction zones, visitors were able to move freely through 360º, showing off all angles of the characters while unlocking a new dimension for camera based interaction.
Each outfit was meticulously created from scratch and designed 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.