d'strict MS Surface-based UX solution 'Universal Frame' at Fendi

August 10, 2009 - South Korea

A digital design company d'strict recently became the talk of town by showcasing the world's first commercial gesture sensing hologram at Samsung's global launch show of JET. It presented the UX solution "Universal Frame" to the public at the 2009 F/W show of Fendi, an Italian fashion power house, in Korea. Universal Frame embraces MS Surface and multiple touchscreens developed by Microsoft, to integrate a digital camera, printer, screen, and mobile phone devices in a wireless network and provide the user an innovative digital experience. This was the first time Universal Frame was set to commercial brand space in Korea, as well as the first time it was adopted in a high fashion show worldwide.

Everyone who attended the Fendi fashion show was able to enjoy the new collection not only through the models' walk on the catwalk but also through their own hand movements on the multi touch screen. The image transmission function for the items of one's choice to his/her mobile phone or email account, in particular, was enthusiastically received. The innovative digital experience provided to the fashion show attendees also included the drag and display function for pictures from a digital camera on the flat-screen display panel and the printing function that adds the user signature and connects the system to a printer through the wireless network.

d'strict was first founded in 2004 as a website and mobile UI design company, and it added the multiple touchscreen, gesture sensing display, and other interactive hardware and software to its business areas from 2006. Universal Frame is the first UX solution to be developed through d'strict's R&D project. It was showcased to represent Seoul the design capital at the Milano Design Fair in April 2009, and it was put to commercial use for the first time in Korea through the Fendi fashion show.

Eun-seok Choi, CEO of d'strict, stated, "Universal Frame can be easily controlled with simple hand motions like touch, drag, and rub. Without the need to learn the complex mechanical language or device control techniques for command input, everyone, of all ages and genders, can enjoy the wonderful and refreshing world of the future. This makes the solution's potential limitless in the public sector, including schools, museums, and exhibition venues, as well as in consumer goods sector where Fendi belongs. d'strict's UX solution will be showcased in many more areas to increase the public exposure and awareness in the near future."