Apparellel Existence
When we are constantly overwhelmed with artificial stimulation, we hardly have room and eye for the reality of the present. Finding the right balance between artificial stimuli and creative, authentic stimuli from the inside and give ourselves the space for an actual experience - is quite a challenge in today's society.
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We started to wonder why the viewer had minimal control over how and even what they observed. How do we change that? How can we make an interactive digital fashion experience, that seeks interaction with the physical space?
In our work Studio PMS has often looked for innovative and alternative ways of communicating fashion. In addition to the still dominant overproduction, we strive for a fashion industry that is less hierarchical, conservative and especially less passive towards its audience.
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That idea resulted in Apparellel Existence, an augmented reality installation developed in partnership with Frame and Bolon for Dutch Design Week 2019. Using the Android and Apple-compatible Studio PMS app, participants are invited to individually or collectively experience three unique digital realms. After choosing a single environment, one can interact with the space by walking, crawling or sitting. In these AR worlds – designed in collaboration with Studio Attach – a spectator’s preference is of large importance.
Interactive Installation Dutch Design Week 2019
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By presenting the participant with options to choose how they perceive and position themselves within each realm, Apparellel Existence illustrates how digitization is becoming increasingly humane and integrated in our daily lives. We demonstrate the value each dimension – virtual and physical – has in expressing design. Both are relevant today: one cannot exist without the other.
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