Digital Immersive Exhibitions have become the “latest FAD” in the Fashion Industry. Brands are collaborating with “ultra-technologist” artists to create imaginative immersive spaces.
But the one thought that pops up in my mind is, how these exhibitions are going to help Fashion Brands? Is it just a promotional strategy or is there any other source of positive attributes to the brand? Well, I spent some time researching about this, and here is what I found:
Fashion Brands especially the Luxury Brands are known for their craftsmanship and creative designs. Such brands are using these immersive exhibitions to showcase their brand story, their craftsmanship, their values, and products.
For instance, Moncler’s 70 Years Extraordinary Exhibition showcased all around the world about its 70 years of history right from its roots.
And, British Vogue collaborated with Snapchat to create an immersive augmented reality exhibition letting everyone experience the luxury fashion experience through digital try-ons and dwell into an unrealistic world of seeing the squirming of snakes on the Iconic Versace’s Medula Head.
Say goodbye to trying on clothes in-store and hello to the future of fashion, perhaps! The free British Vogue x Snapchat AR experience closes this weekend and, if you haven’t made it there yet, this is your last chance. Thanks to Michelle Alexander for the video. #vogue pic.twitter.com/nUGdFReVMA
— B2B Media Ltd. (@B2BMediaLtd) March 3, 2023
Customers’ expectations from a brand have changed over the years. According to an article by Formroom, now customers want more than just a brand that looks pretty. They want an enriching, 360 cultural and educational experience and want to know how a brand aligns with its values and continues to be a pioneer in the future.
I visited a few digital exhibitions in the past two months. Flannels X is located on Oxford Street. It hosts a lot of pop-ups and exhibitions like HUGO X Bella POARCH pop-up and Constellations by Rewind Collective.
I attended THE DALMORE’S ‘MASTERPIECE OF TOMORROW’, which was a digital art exhibition and collaboration of Artnet by Artists XIN LIU & NAN ZHAO. This was inspired by the real-life journey of Dalmore’s whisky-making process. And, represented 2023’s limited release of Dalmore’s 21-year-old single Malt highlighting the enduring beauty of nature’s perpetual transformation. And, also giving significance to the dedicated craftsmanship involved in the process and evolution of The Dalmore.
I also visited the most hyped-up butterfly trail exhibition, located at Outernet, Tottenham Court Road. It was all over the Internet for its surreal butterfly experience. And, I must say it was indeed a magical experience. This experience was interactive as well, by using the phones we could release AI butterflies and trigger real-time animations. It is inspired by the imaginative botanical garden.
After the Butterfly Trail, I was stunned by the promotional ad of Cathay Pacific. For a moment, I felt like I was in the sky and that immersive video Advertisement interested me to be onboard on Cathay Pacific Airlines. Now, I wonder why most of the brands not just fashion are behind the creation of immersive Exhibitions or more probably “The new channel of attracting customers”.
I think such experiences are a great way to take us on a journey to a different imaginative world but for the brands these exhibitions are more than just a digital exhibition. Brands are using these AI exhibitions to promote their new product launch or collaborations and they are letting the consumers experience their products in a creative immersive manner.
These exhibitions are a way to see the inspirations behind the designers while designing any collections or products. I think this is the current or maybe futuristic trend of promotional strategy that fashion brands are using. Brands through exhibitions are showing the story behind the brand which I believe is one of the vital elements that attracts a consumer towards a brand or its products.
