As Verizon Media’s consumer research partner on The Fabric of Reality virtual fashion show, we’re applying our behavioural science and immersive technology expertise to assess the impact of VR experiences compared to standard 2D video. You may think you’ve seen virtual fashion shows before, but fashion designers are only beginning to explore the possibilities of showcasing their creations in immersive, interactive environments.
In collaboration between RYOT, the Museum of Other Realities, London College of Fashion and Kaleidoscope, ‘The Fabric of Reality’ is a first-of-its-kind virtual event. Three fashion designers will share new designs at the premiere on 29th July and the exhibit will be live for 12-months. Attendees (via VR headsets) will dive into the story and inspiration behind their new collections and interact with designers and clothes. The event will also be streamed as a 2D video across Verizon Media’s network so everyone can join.
Our consumer research into the psychological impact of virtual experiences – and the sense of presence it creates – will be compared to those who saw the event as 2D video. This builds on previous studies for the Royal Shakespeare Company and our proprietary research into AR sense of presence to understand the impact of VR and AR as new media channels.
Watch this space for results due in September.
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