Winners profiles 2024
Each year, LVHM – one of the world’s largest fashion companies – presents its coveted award to young fashion designers, giving them visibility along with a career boost. The designs attract attention from fashion enthusiasts, industry professionals and the general public. This is why Feels Like Studio designed a digital showroom that presented the pieces in the most realistic way possible to offer users an unforgettable experience.
Interview with Feels Like
Red Dot: Fashion shows are about emotions and authentic experiences. How did you translate fashion onto the screen?
Feels Like: What makes fashion so desirable is that it is an experience that thrives in three-dimensional space. And that’s what makes translating fashion onto a screen so challenging. With this in mind, we aimed to capture that experience by designing a digital showroom that allowed online visitors to feel as close to the pieces as possible. They could walk through the showroom and experience an unparalleled three-dimensionality unseen in traditional e-commerce. This setup enabled users to connect with the pieces more intimately, closely mimicking the experience of a physical fashion show.
How did you bring this experience to life in technical terms?
The biggest hurdle was deciding whether to use PNG sequences or MOV files, because they each have advantages and disadvantages in terms of performance. In the end, we chose the latter because the MOV files enabled us to ensure a fluidity in movement that best represented how each design would look in real life. As the users scroll, they feel like they’re walking between the models, and they can view the details of diverse pieces from various perspectives.
Who is the application aimed at?
The website targeted fashion enthusiasts, industry professionals and the general public. This diverse audience required a minimalist, sophisticated design that was also accessible. The design emphasised ease of navigation and interaction, allowing users to explore designer collections and engage with the content as if they were at a physical event. This innovation enabled the LVMH Prize to attract many more followers and increase the number of votes by 400 per cent.
What kind of feedback did you receive?
The feedback was overwhelmingly positive. Users enjoyed the immersive experience, clients appreciated the increased engagement, and young designers valued the exposure and opportunity to showcase their work globally. It was very rewarding to create something that so closely mimicked reality. Experimenting with code and content underscores our mission: blending design and technology to create visually stunning, lifelike experiences that add real value.