(English) SHANGHAI TANG Case Study
(English) FabriX Plays Creative Digital Collaborator to Elevate SHANGHAI TANG’s Legacy
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Over the three decades since its founding, SHANGHAI TANG celebrates the exquisite craftsmanship that has been honed for generations through the interpretation of contemporary art, infusing this essence into luxury fashion and lifestyle that has created an unprecedented impact on cultural innovation and global luxury.
At the heart of “A Journey of Discovery – 30 Years of SHANGHAI TANG” is FabriX’s mission to unlock innovative artistry and new tech-infused experiences through the power of collaboration, and to pay homage to the story of SHANGHAI TANG, the global ambassador of “modern Chinese chic”.
(English) Objectives - Empowering Fashion Tech, Pushing Cultural Boundaries
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SHANGHAI TANG is modern Asian aesthetics with a touch of contemporary chinoiserie, evocative contrasts, timeless elegance, and joie de vivre, with a signature design that reflects a distinctive lifestyle. They wanted to deep dive into the brand’s evolution, feature a selection of rare objects and archival pieces paired with cutting edge digital technology.
The key goal of this collaboration with SHANGHAI TANG for this case study is focused on the series of visual and interactive digital experiences, showcasing the brand’s philosophy and heritage through new technologies.
FabriX helped to inspire interaction and imagination through 1) Immersive cube, 2) AR fitting experience and 3) Mobile desktop station , allowing visitors to explore SHANGHAI TANG’s signature modern Asian aesthetics and discover its heritage and legacy over the past 30 years.
(English) 1) Immersive Cube
(English) As the Creative Digital Collaborator of the exhibition, FabriX is offered a rare opportunity to illustrate the brand’s values and heritage through the lens of new technology. This materialises in a series of digital experiences, including a poetic escapade, where FabriX and two Hong Kong-based creative collaborators take visitors back in time to the origin of SHANGHAI TANG, discovering its first home in the Pedder Building. It features a video co-created by Visual Tailors, renowned for their show-stopping animation and motion graphics in top-tier concerts, and Yamanyamo, the leading 3D motions and modelling creatives. The duo are joining forces for the first time to transport visitors to the future, where they will gaze at the limitless possibilities of technology.
(English) 2) AR Fitting Experience
(English) Augmented Reality (AR) try-on is fast becoming one of the most powerful tools for restoration of archival fashion pieces, greatly enhancing their accessibility by the public. In the AR Try-On Room, where SHANGHAI TANG’s collection and exquisite craftsmanship come to life with the help of Augmented Reality technologies. Visitors can try on classic designs, while appreciating the craftsmanship, style, and elegance.
Powered by DRESSX, a Los Angeles-based fashion tech innovator, the AR Try-On Room features 14 of SHANGHAI TANG’s most renowned archival pieces – including the iconic Tang Jacket, made famous by Sir David Tang KBE himself, who created a global trend promoting new China chic.
The AR fitting room is divided into three major themes: “Craftsmanship”, “Motifs & New Chinese Chic” and “Tang Jacket” where for the very first time, visitors can effortlessly fit into these pieces and delve into the details of their garments, craftsmanship and intricate design, taking self-portraits and savor the brand’s exceptional craftsmanship and save or share the virtual outfit on social media by scanning the QR code.
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(English) 3) New Wave of Embroidery Art
(English) Visitors are also treated to an opportunity to take home a piece of memorabilia and a token of blessing from SHANGHAI TANG. Together with WARE, a collective digital designers, artists, and creative technologists from Hong Kong, we have created a souvenir station that allows visitors to rediscover SHANGHAI TANG’s rich history and philosophy through its iconic patterns and vibrant colours into their very own desktop wallpaper Every piece can be personalised with the best and most inspiring motifs from a brand that embodies the “new Chinese chic”, allowing one to pause time and to savour the golden era of SHANGHAI TANG, carrying its legacy into the modern digital age.
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