London’s Tower Bridge provided the backdrop for an overnight hologram show last month promoting fashion house Boss’ spring/summer campaign.
Ten-metre-tall holograms of Brazilian model Gisele Bündchen and South Korean actor and model Lee Min-ho are projected onto a screen on a platform at Potters Fields Park, surrounded by smoke and choreographed moving lights. created the illusion of depth.
The event was spearheaded by production company Kaleida, who tasked director Adam Donen with putting the models on camera. This was achieved with a special set equipped with lighting and a rotating table suitable for holograms.
Two Disguise VX4+ servers, Dandelion and Burdock, were deployed to project images onto a 10m x 5m transparent LED ROE V8T screen provided by Video Design.
Video designer Gary King, who worked with Richard Cornes to ensure the video installation ran smoothly, said the addition of haze was key to the illusion.
“Even when you look at it with the naked eye, when you look at the screen, it somehow focuses somewhere behind the model, creating the feeling of a 3D hologram in real time,” he says. “It was amazing to see these images on such a scale with Tower Bridge in the background.”
Photo: Boss
Nadia Kokuni, senior vice president of global marketing and brand communications at Boss parent company Hugo Boss, told Vogue Business that the project was inspired by London’s Abba Voyage show. .
“Each season we want to do something bold, impactful and disruptive,” she says. “We were thinking about what we could do to take a break from scrolling and change the story a little bit. Holograms make you look twice. They’re familiar, but a little disconcerting.”
Kokuni said public holograms are particularly appealing because they are relatively accessible. Anyone walking by can experience the technology without the need for additional devices.
Boss’ campaign also includes a series of images featuring the brand’s new ‘Double B’ monogram placed in famous global settings using CGI technology. The company is evaluating other technology options, including bringing realistic digital images of Bündchen into people’s environments via augmented reality.