As part of their Autumn/Winter Fashion campaign, Emporium Melbourne approached us looking for creative ideas to support the launch of their “Fashion Lookbook”. The solution needed to engage consumers with an emphasis on the latest fashion styles. The result: an augmented reality catwalk. Using two 84” screens at opposite ends of a busy corridor, we were able to display near life-sized models dressed in the latest fashion trends. As the solution incorporates a live feed showing the corridor behind the screen, the solution gives the appearance of looking through a window with the shock of seeing a model who isn’t actually there. Additional information about each item is shown via a pop up which follows the model as they walk the catwalk, enabling viewers to locate the item within the centre. Emporium provided iPads showing their “Fashion Lookbook” which were installed next to each of the screens. This allowed the augmented reality solution to captivate a viewer’s attention, and the iPads to provide more information and other Autumn/Winter fashion styles. We were responsible for delivery of the full solution including; filming the models on green screens, creating the content, programming the augmented reality solution, and procuring and installing the hardware. The Emporium Fashion Augmented Reality solution will be live until 12th April 2015 on the ground floor of Emporium Melbourne. If you too are interested in creative activations or augmented reality solutions, contact us at prendi.com.au.

Emporium Augmented Reality

Emporium is a high-end shopping centre in Melbourne. They wanted to create something spectacular to show off their current season of clothing. They approached us at Prendi and tasked us with creating something that incorporated Augmented Reality.

We decided to create an Augmented Reality “window”. We achieved this by creating a transparent video of fashion models overlaid on a live feed from a webcam placed behind a large portrait screen.

In order to create this effect, we precisely measured the focal length and angle that the webcam would shoot at. I then flew down to Sydney and shot the models on a green screen, ensuring that the footage was filmed at the same specifications.

I then removed the green screen and motion tracked digital “labels” that gave details about each of the items of clothing that the models were wearing.

The programmers at Prendi then created an application that combined the live feed with my rendered frames.

I think this came out really well and creates a really cool effect: as if the models were there in real life.