Ermenegildo Zegna opens its second century with the premier “LIVE-D” fashion show experience. The Fall/Winter 2011 collection will be presented with a convergent reality experience, created in collaboration with director James Lima (who was a visual consultant on the film Avatar).
For the first time a fashion show will be a multi-sensory “LIVE-D” experience that suspends the spectator between cinema and live performance. Backstage models are filmed in the 'Green Room' using cutting edge film technology. Front of house these images are projected on a 11m x 5m giant screen in real time against a 360° filmed background, coinciding with the models arrival on the runway.
The show unfolds both live and on-screen simultaneously, with Zegna characters walking off the screen and into the real dimension in front of a live audience and thousands of spectators online. The online event is also a preview of the next evolution of Zegna's e-commerce site for the Fall/Winter 2011 season.
As stated by CEO Ermenegildo Zegna “We have always been a pioneer in technology and innovation, so we felt it only natural to create something unique and groundbreaking to mark the beginning of our second century. With this same spirit we will also approach the world of digital marketing, where we will soon be able to offer a virtual-real brand experience, with the most advanced and spectacular effects that the film industry has to offer.”
“I'm very excited to be able to say that the latest film technology will be applied to a fashion show for the very first time,” commented creative James Lima. “It is an incredibly revolutionary concept, a sort of 21st century fashion show, half cinema, half fashion. I am delighted to pioneer this concept with an innovative brand such as Zegna to celebrate the launch of their second century.”
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