How the Mill+ team produced a 15 minute immersive runway experience
The Brief
For their Summer 2019 Paris fashion show, Balenciaga wanted to create a runway experience grounded in artist Jon Rafman’s stylized digital artworks, that speak to technology’s impact on modern life.
The Answer
To create a full surround digital catwalk of this scale and duration… we’re gonna need a bigger boat. We’re going to design and build everything using game engines and real-time modular simulations. And it’s gonna be awesome. We worked with artist Jon Rafman and Demna Gvasalia, Creative Director of Balenciaga, to dream up the 14K visuals for an immersive video installation tunnel. The glitchy visuals, reminiscent of early 2000s digital media, were mixed with organic fluid simulations, which enveloped both the runway and audience via floor-to-ceiling LED screens, trapping them in a physical world being overrun by digital content.
The Outcome
A 15-Minute Immersive Runway Experience