Amazon Fashion

Try on clothes without trying on clothes

About the project
About the project

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.

Visit The Drum Labs
The experience
Virtual fashion
Virtual fashion

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.

The experience

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.

Digital catwalk experience for Amazon Fashion by Make AssociatesDigital catwalk reflection from Make Associates
Digital Catwalk mirror image from Make AssociatesDigital catwalk in use 1Digital catwalk in use 2Digital catwalk in use 3Digital catwalk in use 4
Making it real
Integrating commerce
Pushing the tech
Pushing the tech

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.

Making it real

Diversity baked-in

Each outfit was meticulously created from scratch and designed for a diverse array of male and female body types.

Integrating commerce

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.

Digital catwalk connectivity with Amazon Fashion path to purchase