Marchesa and HP Recreate the Runway in Live 3-D for Fashion Week
Yesterday at the Marchesa runway show at Mercedez Benz Fashion Week, there was a lot more going on behind the scenes then what you would usually expect. That is because HP was on-hand filming the runway show in HP Live 3-D. HP’s HP Live 3-D, also known as “plurabis” technology is actually a technology that lets HP film live events for instant streaming in 3D.
HP is currently working on developing this tech in their labs, and decided to bring it to Fashion Week where they partnered with Marchesa to recreate the designer label’s runway show so others could have an immersive experience even after the show is over.
We got a hands-on experience with some of Marchesa’s fashions via HP Live 3-D. The system uses six projectors stacked from left to right in portrait, to create a pixel accurate 3D image. The result is a 3D image that is so startling, you feel like you can reach out and touch the model and her clothing.
HP plans to integrate this 3D technology down throughout all of Marchesa’s pipeline – all through to retail. The goal is for Marchesa to be able to use it for presentations for buyers, and to eventually use it in boutiques too, so that customers can experience the runway right in the store. HP is also working on a HP Live 3-D project with the NBA to bring the courtside experience to immersive media.
HP also announced a collaboration at Fashion Week with Marchesa to produce special limited edition “tech art” laptops covered in Swarovski crystals.
At the moment, 3D glasses are required to experience HP Live 3D, which feels like it somehow would hamper the experience – especially in an environment like a boutique, but HP is working on developing a glasses free version of the technology.