Westfield launches cinematic 3D catwalk shows

A 3D fashion Show will make its commercial debut at Westfield London and Westfield Stratford City, next month, in a cinema pop-up at Future Fashion .

Westfield’s first ever all-digital style event will be running from March 27 to April 1 at Westfield London and April 9 to April 4 at Westfield Stratford City.

Seating 15 visitors at a time, each guest will wear 3D glasses to view an immersive six-minute fashion
show.

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The 3D Lenticular Catwalk Show aims to take the traditional format of a catwalk show to a new level, ‘revolutionising’ the traditional concept of shopping and consuming fashion in a retail environment.

A stylist selected 35 outfits from a mix of Westfield’s high street and premium brands, which were then
categorised into the five key spring/summer trends; Pastels, Floral, Lace, Tribal and Colour Block.

The models were filmed in an empty urban office space above Westfield Stratford City, with design features including four sides of floor to ceiling glass wall windows and a metallic floor. The footage was filmed in 3D, using two digital cinema cameras, and at significantly higher resolution than standard HD film to preserve the quality.

Really Creative Media director Nick Dew said: “The film was made to be presented in a cinematic format on a 3M Wide 3D cinema screen. We shot it in a very filmic way, using a lot of lighting. We added a number of effects on set during the shoot to enhance the 3D experience and keep a sense of drama about the show.

“The 3D really allows the models to emerge from the screen and have a life-like presentation to the viewer. Lots of light and liquid textures were used on the models’ faces so shooting at such high quality – and in 3D – enabled the make-up and hair to be the centre of attention. Strands of hair become visible close up in 3D and we achieved some great looks by using hair styled with volume and bounce.”

Westfield general marketing manager Myf Ryan added: “We are very excited to be hosting the first ever commercial 3D fashion show as part of our futurefashion event. Now that we have the technology and capabilities to host 3D fashion shows, this will truly break the boundaries of fashion showcases and the experience will allow shoppers to become immersed in fashion like never before – watch, pause, play and repeat and then step out to buy.”

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