GPT Group's Melbourne Central launches holographic fashion show via Enigma

GPC0081_KatePeck_0256.jpgAustralia's first-ever holographic fashion show has been created by Newcastle agency Enigma and launched yesterday to Australia's media, bloggers, consumers and VIP's at Melbourne Central.
The holographic fashion show was shot in Sydney at The Front Studios in Redfern with renowned Australian stylist Kate Gaskin. Gaskin translated key-looks from Melbourne Central retailers and well-known Australian faces such as MTV presenter Kate Peck and Corbin Harris. Female DJ duo The Faders made special guest appearances throughout the show. It was created in partnership with T7 Events and Fusion Technology.
Enigma created the state-of-the-art virtual show to launch the GPT Group's digital campaign for its leading Australian shopping destination Melbourne Central. The campaign includes a new Smartphone app.

GPC0081_CorbinAndKate_0250.jpgScott Meehan, national director brand and strategy of The GPT Group said Enigma's concept was extremely innovative with a creative diversity that would help deliver a state-of-the-art result for the company.
Says Meehan: "The aim was to create an unforgettable visual experience for consumers that showcases GPT's Smartphone App and its functions through our retailers."
Lisa Sutton, Enigma managing director said the agency developed the idea from its inception, with the aim of leading the way in cutting-edge promotion.
Says Sutton: "This innovative project allowed our team to showcase their multi-faceted creative skills and prove that we can take the lead GPC0081_Tiarne_0183.jpgon the national stage.
"The fashion show was filmed then taken into the Enigma creative suites where the live-action footage of the show was integrated with hologram and 3D technology as well as sound engineering."
Glenn Cogan, head of digital at Enigma said they shot on Red Epic cameras, which were used for the filming of Prometheus, The Hobbit and The Great Gatsby.
The holographic runway show and Smartphone app were launched on Wednesday 28th November on-site at Melbourne Central and customers were also invited to view the holographic runway show at various sessions held throughout the day.


Chappy said:

Great stuff comes out of Newie. Well done Presto and gang.

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