On September 5th, 2013, LEGS and Lexus brought the worlds of fashion, art and technology to a colliding halt at MADE Fashion Week. Holographic imagery, avant-garde dance and 3D projection mapping fuse and erupt in a stunning and magnetic immersive experience, starring Coco Rocha as the heroine. Directed by Radical Friend and inspired by Giles Deacon’s theatrical collection, the story tracks Rocha as she battles opposing forces on a path to independence from darkness to light, ultimately finding her own liberation.
With Andrew Thomas Huang and Radical Friend as creative directors, LEGS pulled together a stunning technical display, blurring the lines of reality and fiction. Featuring choreography by Ryan Heffington and original musical score by HEALTH, the 15 minute performance sent chills down the spines of its star-studded audience, in a fashion show to remember.
One of the highlights of New York Fashion Week was watching the already impressive Coco Rocha transform into a lightning-throwing whirlwind at the Lexus Design Disrupted event. Some things you just have to see to understand, which is why LEGS, the award-winning multimedia studio responsible for heading the project, has just released this 6-minute cut of the presentation for all the poor souls who weren’t able to watch the show in person.
From the start, director duo Radical Friend set out to create a new kind of fashion show. “Beyond models walking on a catwalk, our aim was to use holograms, music and dance together in a way that gives you an immersive experience,” they said. Naturally, supermodel Coco Rocha (who was discovered at a dance competition) was the perfect leading lady.
With designer Giles Deacon’s collection as inspiration, choreographer Ryan Heffington was brought on to showcase live dancers who would perform alongside 3D projection mapping visual effects that were used to put a holographic TuPac on stage at Coachella so the real deal could stay hidden in Cuba.
"Fashion Week occasions spectacles that might otherwise go unproduced in the grinding mundanity of everyday life. Thursday evening at SIR Studio 37, however witnessed such a spectacle, a dazzling holographic, live-action, choreographed display that took Coco Rocha as its focal point. Lexus Design Disrupted, as it was billed, made extraordinary use of 3D holographic technology, 3D mapping, choreography, and exclusive wardrobing from the archives of designer Giles Deacon. “I think we’re in a new time in fashion where it’s not just about photos in a magazine,” explains Coco, no stranger herself to the vanguard of media in the digital age. That method of visual communication will continue to exist, but Coco predicts “being able to capture things with technology, music, fashion, and all of it combined just brings it to another level.” That other level was glimpsed Thursday night through a trick of optics and the mesmerizing movements of Coco Rocha."