Cannes Lions
DIGITASLBI FRANCE, Paris / CHRISTIAN DIOR / 2015
Overview
Entries
Credits
Execution
We designed and produced a 100% 3D-printed VR headset. The whole process took less than 3 months of research and development and prototyping; an approach that lent itself to a speedy execution, advanced materials and a simple and elegant design.
We chose 3D-printing to allow very quick interactions, from design to manufacturing within a short period of time. With this method, we could test in a very short time every aspect of the headset and develop a unique custom Dior object. We used nylon for its light and strong capabilities.
“Dior Eyes” is among the best in the market thanks to the headpiece which embeds a high density screen (515 ppp) providing a 2K image resolution, in other words hardly pixelated, associated with a FOV (Field of Vision) close to 100°.
We filmed with 6 GoPro cameras. The images were then stitched to remodel a 360° video and strengthen the feeling of immersion into a virtual world, one close to reality.
This technological feat of vision is completed with holophonic audio sound, recorded live in 360° thanks to a binaural microphone that perfectly recreates a “spacious and enveloping” sound sensation following the user’s movements.
No investment, or A/ B found either.
Outcome
“Dior Eyes” provides the most immersive VR experience ever seen, combining HD quality image and holophonic sound, all in an advanced design. This technological device was conceived and managed from the modeling stages to its final completion.
With its creative audacity and conquering spirit, Dior widens the gap in the luxury digital innovation field with “Dior Eyes”.
Many major actors, startups, and investors are currently leading the world of Virtual Reality and advanced visualization systems.
In this VR Race, this promising device that combines hardware and software, as well as 360° sound and video represents a big achievement for a cosmetics and luxury brand in new technologies.
The “Dior Eyes” headset marks also a first bold move into a fun and inventive territory of “retail-tainment” that has yet to be explored by brands, as it allows a unique interaction with clients and let them discover brand universe differently.
Beyond the innovation, it's a moment steeped in emotion as you dive into the pulsing heart of a Dior fashion show.
“Dior Eyes” will be available for public viewing at selected Dior points of sale around the world in early June 2015. No results are available yet.
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