London Fashion Week Mania
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This is one project that has driven everyone up a rather steep learning curve. Originally brainstormed as a vehicule to build bridges between the fragmented areas of London Fashion Week, the project has crossed bridges between two companies, pushed people to almost jumping off them and exposed our need for good engineers.
The idea was to blend the new technology and fashion by providing an online ‘hub’ that gathered live information from the London Fashion Week Venue in Covent Garden, and the London Fashion Week Lounge at Topshop Oxford Circus Store. Photobooths were set up in both venues, inviting Topshop customers and LFW atendees to take their photographs that were then uploaded directly to www.topshop.com/londonfashionweek/photobooth Topshop’s online editor and photographer could directly upload content onto the website from Mac Station set up at LFW Covent Garden. The plan was to install webcambs in the Topshop Oxford Circus Store window, the London Fashion Week Venue and the NewGen Cafe and broadcast live footage to the website as well as to a London Fashion Week Lounge at Topshop Oxford Circus. However, due to miscommunications, doors chewing ethernet cables and general LFW chaos, this ended up with three webcams at Covent Garden, and 30 minutes of recorded webcam footage.
The Aperture Area at London Fashion Week, Covent Garden
The Macbooth at London Fashion Week, Covent Garden
It has been a great leap for a company such as Topshop to join forces with new technology and really get excited at the possibilities. They are definitely way ahead of their peers in the fashion highstreet, and their courage to make mistakes while trying new ideas, will just widen the gap.
