Virtual Presence

MAX MARA – ‘FANTASTIC JOURNEY’

JULY 2012

Location: Hong Kong, China

Max Mara flew in VIP guests and fashion fanatics for a compelling holographic launch show titled ‘Fantastic Journey’. This was to celebrate the opening of the fashion brand’s flagship store in Hong Kong as well as Milan Fashion Week.

Inspired by a theme based on luxury travel, over 60 models in 80 outfits appeared on stage courtesy of Sharad, his Musion team, and production partners Dominic Faraway and APAX Group (and in Italy, Random Productions). The most impressive part of the project was a 3D projection of a Chinese garden in the night-time as well as the technical achievement in the face of challenging conditions.

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