GUESS - RETAIL EUROPEAN MEETING

W HOTEL BARCELONA SPAIN

GUESS COLLECTION
 3D HOLOGRAPHIC FASHION SHOW IN BARCELONA 2014

design & direction @thefakefactory: STEFANO FAKE

style & art direction @guess: LORENZO TORNIAI

video design & 3D holographic visual production: THE FAKE FACTORY

The ultimate in haute technology, a fashion show that has dropped live models in favor of virtual representations in order to create an unforgettable experience for the audience.

THE 3D HOLOGRAPHIC FASHION SHOW made at W HOTEL Barcelona is the biggest holographic projections ever (40 meters holographic catwalk) which creates a complete optical illusion and breaks the rules of time and space and perception on stage.

Holography has been around since the late 1940″s, and was perfected in the 1960″s with the invention of the laser, but only in the past couple of decades has holography evolved into something revolutionary. While this technology has many uses, fashion designers have started to integrate it into their runway shows to create an experience that wows audiences and sets them apart from other designers. By adding this technology to the show the designer engages the audiences senses while also showcasing an incredible work of art. GUESS by Paul Marciano is the most recent brand to showcase holographic technology in his show.

See this amazing montage of shots from the show and behind the scenes footage: a montage of live captured moments, key scenes from the show and some "behind the scene" shots.

The holographic runaway was created by videoartist and director Stefano Fake and produced at THE FAKE FACTORY, a VIDEODESIGN studio based in Florence, Italy.


@thefakefactory

cinematographers: S.Fomasi, V.Secchi, F.Sonnati, V.Torresi

DOP: Alessandro Alessandrino

3D motion graphics supervisor: R.Cafarelli

compositing and post-production: S.Fomasi, R.Cafarelli, A.Bruno, E.Bigelli, D.Amaduzzi, A.Gennaretti, M.Zuffi

@Guess

Retail Merchandising Visual Director : ELSA MICHAEL

stylist: LORENZO TORNIAI

real models turned into 3D holograms: Linda Mucina, Thiago


all visuals created at The Fake Factory studio, Florence-Italy
GUESS RETAIL EUROPEAN MEETING

shooted at the W Hotel in Barcelona, Spain
all images copyright The Fake Factory & Guess- All rights reserved 2014

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