DigitasLBi Creates First 360 Catwalk Show For FashionWeek Amsterdam And Samsung

Amsterdam, Noord-Holland, Netherlands

Everybody First-Row Seats
FashionWeek Amsterdam and Samsung asked DigitasLBi to film the three fashion shows on the invite-only opening night of Fashion Week Amsterdam. With a 360 camera. An absolute first in Holland.

The idea was that everybody could experience these exceptional shows within a 360 surrounding from the first row. Initially at the special Samsung VR lounge at the Fashion Week and afterward via the Samsung VR app, Facebook and YouTube worldwide. An absolutely unique experience and unlike anything that's done before. And also a great success.

"This project is just the beginning."


360 Teaser Inspired By Fashion Show 'The Painting'
During the opening night, the Samsung VR lounge was already in use. It showcased an unique 360 movie based on and inspired by the last fashion show of the night: The Painting. This 360 movie, a collaboration between Samsung, FashionWeek Amsterdam and DigitasLBi, is a mysterious and dreamlike experience that functions as an overture to The Painting. And it proved a good one, providing the layered show with yet another deeper layer. Many invitees had a chance to experience it and their reactions ranged from very positive to downright amazed.

What’s Next?
‘This project is just the beginning’, says Nathan Coppens, Account Director Innovation at DigitasLBi Amsterdam. ‘360 And VR are the future and fashion is anything but conservative. We believe it’s a match made in heaven. And this 360 and VR technique is making more and more headway every day concerning quality and affordability. We clearly see a shift that is transforming VR into a broadly accepted, used and experienced technique. And we salute this development.’

Virtual Reality at Fashion Shows
Using VR at fashion shows, designers can show their fashion to a broader audience. They can demonstrate their designs in a controlled yet immersive environment. It’s about being there, without being there.

Even better, with the quality as it is and the use of ‘spatial’ audio you can create a very vivid and real first-row experience. And that is what a designer wants: to create impact.

VR can provide that in full. And concerning marketing and commercial purposes, you reap all the benefits of the social buzz effect, the virtual sharing of interests and in the near future even the ordering of what you see before you. This makes the VR experience a magical addition, with many layers, to the fashion world. DigitasLBi is proud to be part of that.

DigitasLBi is a modern, data-inspired agency. We fuse creativity, data, and technology to help our clients transform their business. A top-ten global marketing and technology agency, DigitasLBi is comprised of 6,000 digital and technology experts across 40 offices in 25 countries worldwide. DigitasLBi is part of Publicis.Sapient a Digital Transformation Platform purpose-built to solve for the challenges of today’s digital world — where companies seek to become fully digital businesses. Publicis.Sapient is 23,000 people strong, across 100 offices in 50 countries. For more information, visit www.publicis.sapient.com.