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Dior enters virtual reality space with in-store headsets for immersive catwalk experiences

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We’ve seen a flurry of retail and fashion brands experiment with virtual reality of late. Next up: Dior.

The French luxury house captured a backstage view of its most recent catwalk show in 3D, and is now offering up that experience via a virtual reality headset for consumers who visit select stores in a bid to promote its Dior Show beauty line.

Better yet, the headset is its own. Dior Eyes, as it’s called, was created in-house in partnership with DigitasLBi Labs using a 3D printer. Content is delivered inside via a smartphone with a high-density screen and tailor-made VR app. Holophonic audio brings the experience to life by recreating a “spacious and enveloping sound sensation following the user’s movements” thanks to a binaural microphone.

Users are able to explore the full 360 degrees of the backstage space, seeing the models during their final prep for the show surrounded by make-up artists, photographers and designer Raf Simons, for a true immersive experience.

“This trendsetting experience is emblematic of the new relationship emerging between technology and couture,” reads the write-up from the company. “Exquisitely designed with refined details, the VR headset lets Dior lovers discover what happens behind the scenes and marvel at the superb craftsmanship that goes into one of the most impressive shows on the Paris fashion calendar.”

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By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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