“The Time is Now” is a project dedicated to sustainable fashion and it had as its output the creation of a six capsule collections for Pitti Uomo 2020 made by the best students of IED (European Institute of Design); 22 students among fashion, product and media design.
I was part of the communication department and we had to think about how the whole event would work.
In early March coronavirus blocked the event, forcing the country to lockdown and therefore to cancel the entire fashion show for the year 2020.
They asked us to find a fast and innovative solution.
Tranfosrm the fashion show in an installation of 6 capsules visible through a website. Each collection is showed inside a white room that users can visit thanks to 12 cameras arranged around.
Given the situation, we had to think quickly to find a fast solution. I decided to use a “design sprint” approach to come up with the idea: create an enjoyable user experience that could be tested fast. I worked for the very first time with the whole team entirely remotely, and supervised the creative direction of the project.
January 2020 – July 2020
QUARANTINE & CONCEPT
Digital is reality
Each one of us tends to isolate himself in itself trying to observe as many perspectives as possible and conceptualizing his own reality through domestic walls, but even more into digital ones.
QUARANTINE & CONCEPT
We are therefore forced to live through virtual environments, which allow us to meet up to work, socialize, communicate. We no longer use traditional physical spaces, instead we populate platforms on the web.
A camera or a screen are able to create a new reality that deceives the observer, a virtual reality where space is idealized through different portions of a screen.
IDEAS COME FROM
Ink & canvas
I LEARNED I CAN SKETCH
In an aseptic white room, 6 mannequins wear the caps of the capsule collection standing at a distance of one meter from each other.
Around 12 cameras, which respectively shoot 12 different perspectives, will give the viewer the opportunity to observe the items in the collection by choosing different point of views.
VISION IS REAL
Room 3D model
I downloaded a free 3D camera, imported it in Unity to recreate exactly the hypothetical room sketched before. After that I modelled a mannequin in Blender and imported that too in the render. Lastly I assigned a “Physical Camera” to each 3D camera to have a scene ready to be exported.
We created an animated splash screen using the keywords that each group had come up with during brainstorming, highlighting the words that best described the project.
CITIZEN 1.5 CONCEPT
We imagined the typical New 1.5 Citizen.
How does he perceive reality? What is he influenced by? Each group came up with a concept and created 3 buyer personas.
The first mannequin sketches were reviewed by stylist and art director, Italo Marseglia, and we used them after to create micro-interactions in this page section.
The whole collection is made by recycled and reused material donated by Consorzio Detox, which works to promote a sustainable and innovative textile production model giving to the most important italian fashion brands excellent quality fabric.
COLLECTION & SHOOTING
We organized a shooting day to show the final result and how the dresses looked like.