Insight [Innovation Data Analysis] Immersive Art, A Sensory Dialogue Between Reality and Digital

12 Nov 2024
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Rather than focusing solely on visual impact, immersive displays in the fashion and related fields are now being used to actively convey stories about fashion. While traditional art exhibitions emphasize visually presenting large-sized works, fashion displays explore the materials in detail, allow viewers to imagine how the clothing feels when worn, or even take them on a journey to the source of the product's materials, creating a deeper experience. They may incorporate scents or the sound of fabric rustling, engaging the sense of touch and memory through physical sensations. By fully engaging the senses and immersing viewers in the story, this approach strengthens the brand’s or product's image, making it a very effective marketing tool.

Vogue: Inventing the Runway: An immersive new exhibition exploring the history of the modern runway show, Vogue: Inventing the Runway opens at London’s Lightroom (www.lightroom.uk) from November 13, 2024, to April 26, 2025. This exhibition covers everything from early 20th-century couture salons to today's unforgettable mass cultural events, examining the evolution of fashion runway shows. Designers featured include Gucci, Balenciaga, Versace, Burberry, Chanel, Christian Dior, Givenchy, Prada, Dries Van Noten, Jonathan Anderson, Victoria Beckham, Vivienne Westwood, Jacquemus, Jean Paul Gaultier, and Comme des Garçons. Visitors can experience large-scale runway presentations in life-like proportions, with 4-meter-high walls used as 360-degree canvases, creating an immersive interaction with the defining moments of each era’s runway presentations. The exhibit combines animation, state-of-the-art sound design, and a mix of classic and pop music, allowing visitors to feel as if they are at an actual show. Inventing the Runway was designed by 59 Productions and directed by Mark Grimmer. 


Sleeping Beauties: Reawakening Fashion: The Metropolitan Museum of Art in New York held the exhibition Sleeping Beauties: Reawakening Fashion from May 10 to September 2, 2024. The exhibit featured 220 garments and accessories spanning four centuries, presented not behind glass but in an immersive sensory experience allowing visitors to feel close to them. Visitors could experience the "fragrant history" of a floral-patterned hat, touch the intricately woven fabric of a 100-year-old dress, and even feel the weight and movement limitations such clothing would impose, thanks to visual illusions and artificial intelligence. Techniques like direct examination, fabric analysis, and various technological tools were used to reawaken the sensory awareness of the museum’s artifacts. Cutting-edge AI, computer-generated imagery, X-rays, video animation, light projection, and soundscapes were among the technologies employed. These garments, once essential to daily life, have now become untouchable "art pieces," yet this exhibition returns them to life, bringing out their original vibrancy, movement, and spirit. 

Shiseido’s The Essence of Enmei: From September 26 to 29, 2024, Shiseido introduced a 4D immersive experience program, The Essence of Enmei, at Macy's Herald Square. Developed in collaboration with Dr. Barbara Sturm and immersive technology company Xyobe8, this experience emphasizes the philosophy of Shiseido’s premium skincare line, the Future Solution LX collection, focusing on Japanese botanical wisdom and longevity. At the core of this experience is the Enmei herb, known for its regenerative properties, included in the Future Solution LX product range. Visitors enter a pod where they are taken on a virtual journey through Japanese landscapes using visual elements, sound, scent, and wind to immerse them in the story behind the product. Shiseido’s Web3 and Metaverse Group Vice President, Dina Fierro, noted that “this project is a way to strengthen the brand’s premium positioning by merging luxury with technology.” Each element of The Essence of Enmei highlights the luxurious immersive experience. The pod is designed to offer comfort and privacy, with an immersive audio feature crafted graphically and spatially to match the user's height. 

Tiffany & Co.'s Tiffany Wonder Tokyo: Tiffany Wonder at the Tokyo Node Gallery in the Toranomon Hills Station Tower ran from April 12 to June 23, 2024. The exhibition guided visitors on a sensory journey through hundreds of Tiffany designs, including legendary diamonds and breathtaking jewelry, showcasing Tiffany & Co.'s technical skill, innovation, heritage, and modernity over 187 years. This is Tiffany & Co.'s largest exhibition to date, featuring 500 items across ten rooms, exploring key themes of the house’s authenticity. The exhibition includes pieces inspired by Japanese artifacts from the 1830s when Tiffany & Co. was founded in New York, the introduction of the Blue Book catalog, and works by notable designers such as founder Charles Lewis Tiffany, Louis Comfort Tiffany, Jean Schlumberger, and Elsa Peretti. The exhibition focuses on the elements of dignity and creativity that define Tiffany & Co., highlighting themes rooted in nature, Japanese crafts, and traditional influences. Among the most famous items is the iconic 1961 film Breakfast at Tiffany's.

Opening of the AI Art Museum DATALAND in 2025: AI art pioneer Refik Anadol announced plans to open the world’s first AI art museum, DATALAND, in 2025. DATALAND, designed by Gehry Partners, will be located in Los Angeles and will become a landmark cultural institution, collaborating with the Los Angeles Museum of Contemporary Art, Broad, Walt Disney Concert Hall, and other local art and cultural organizations. DATALAND will function as an online archive and learning platform, establishing an expansive AI art collection based on natural data sets stored in the cloud. The opening exhibition will present a Large Nature Model, expressed through open-source AI. By adding scent to the immersive gallery, visitors will be able to "smell" data. Anadol collaborated with a fragrance company to develop over 500,000 new models to create a space filled with floral scents. He worked with cultural researcher Efsun Erklic to establish a studio bearing his name in 2014, with projects carried out in locations like the LA Intuit Dome and Las Vegas’s Sphere, establishing himself as a new leader in AI-generated art.



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