A Marni Metaverse

Date

2022

Context

elektrashock

Client

Marni

Categories

Cross Reality (XR), User Experience (UX)

WEAREWEAR is Marni's first steps into the Metaverse with a 3D interactive shoppable experience created with FTR World. In Marni’s virtual world, people can view selected pieces from the SS22 collection worn by digital avatars of the show’s models and performers, who have been 3D scanned and digitally transposed. 'It’s about wonder and discovery. This almost surrealistic wonder. But surreality is still inspired by reality.' - Francesco Risso. 'This is fascinating for me [as I’m] the complete opposite of that. I’m learning a lot from them, even though I wouldn’t even know how to start in the creation of an avatar. They’re still grounded on artistic approaches, and it’s actually very cinematic, the way they work.' - Francesco Risso. 'The moment you decide to see something from a screen, you’re going to let go of something. But in this new medium, there are opportunities to paint what we see in a different way. I think it can actually connect with more sensoriality rather than tactility, and still create in our minds the curiosity of what we are seeing.' - Francesco Risso

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