The Techno-fashion runway
Hewlett Packard sought to level up innovation in their partnership with fashion designer Vivienne Tam to create a unique and stunning piece of fashion technology. To fulfill the digital communications component, they asked us to develop an interactive experience that “made the computer personal again.” Technology has become so ubiquitous that it has become a fashion accessory.
We sought to pair technology with fashion in a way that engages the eyes and imagination while offering a personalized experience.
Technology as a Fashion Accessory
We developed an interactive site that invited consumers to immerse themselves in the runway experience. First, they upload a photo and choose their favorite outfits. The site then customizes the experience by placing the photo on runway models wearing the chosen clothes. Real-time live action video is rendered and played back as a runway experience.
Give Them Something to Talk About
When seemingly disparate industries collaborate, the results are striking. Vivienne Tam and HP, in partnership with us and Glam.com, wove a narrative tale of fashion and technology that was consumer-centric.
The product and campaign stirred bloggers, review sites, and large media outlets to investigate and comment on this innovation. Partnerships and the collaborative economy are increasingly led by digital shops like us.