Burberry morphs its gaming tech into a tool for fashion design, sustainability
Burberry continues to burnish its reputation as a technology innovator within the luxury fashion space. It has announced a new initiative to “revolutionise fashion design and engineering” with the first products resulting from the tech (for pre-fall 20) now dropping in-store.
The company linked up with Koffeecup, a London-based-but-global digital production agency specialising in AR, VR, XR and other immersive tech.
The new application the two have come up with merges gaming technology and design "to significantly speed up and simplify the process of placing prints onto garments”.
Senior VP of digital commerce Mark Morris said the firm’s internal 3D development team that built the B Bounce and B Surf games “saw an opportunity in how their technology could streamline a part of the product design process”.
So how does it work? It places a two-dimensional print onto a 3D product template, “immediately showcasing how the finished product will look and providing real time instant feedback”. The company said the use of 3D is now embedded in its merchandising model, “enabling a more sustainable, creative and efficient process, and has become a staple tool in the process of print engineering”.
And it has other good side-effects. Using the application has reduced paper usage at the design stage by two-thirds. Reaching an accurate sample with fewer iterations “also has the potential to cut factory waste”.
Koffeecup MD Thomas Michelou said the project has “allowed us to move towards generating a real-time visual experience that resonated well with our creative audiences. We are very excited about the software’s potential for development. Looking to the future, we see the possibility to incorporate artificial and virtual reality to extend the software, which is a very interesting prospect”.
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