When creating a live show for Deutsche Telekom about digitization, you have to talk about the invisible things like wireless connections and communications. Our digital life is based on things which can only be experienced though the products we use and carry. But there is so much more than smartphones, tablets or wearables. Digitization means more than we are perceiving. Lifestyle is dominiated by technology. Like many parts of our daily life also fashion changes, becomes digital. Smart Fashion happened to be the emotional anchor for our digital lifestyle show in order to make the audience see, feel and experience the disruptive impact of digitization.

During the last years the brand Deutsche Telekom succesfully changed from a technology to an experience brand. The next logical step was the strategic positioning as a lifestyle brand, a brand for digital lifestyle. Smart fashion appeared to be the perfect brand-fit supporting this goal. Because in the end it is not about fashion, but about the world it presents. It is about the connection between technology and parts of our life. And about making the digital life accessable.

The intention of the show was represented by it’s title: „The Bloom of Digital Life“. 7 international smart fashion designers with 36 outfits, 5 autonomous platforms (carrying outifts, a camera, the dj set, etc.), a kinetic cieling and a 36sqm curved LED were part of the 10-minutes show. The kinetic cieling was made of 18 petals with 14m length each and a total wingspread of 41m. 3 months work, with almost 70 people involved, hours of rehearsing with the 9 dancers and models to prepare the interactive dance performances and choreos integrating the autonomous platforms. A total of 20 shows were played within the five days (max of 7 shows a day).

118.000 visitors at Deutsche Telekom (220K total visitors at CeBIT), rated the trade stand the best brand presence among all exhibitors (73%, 2015: 70%).

The Transforum (stage and conferencing area) counted the highest visitor numbers on the stand.

85% of the visitors said that the Smart Fashion Show was entertaining and the brand Deutschte Telekom is a capable partner for digitization.

90% said the the trade stand was "welcoming".

The evalutation of the brand's expertise for digitization drew a clear picture: after watching the Smart Fashion Show more visitors (72%) percieved Deutsche Telekom a competent partner than after listening to the panel discussions.

Blogger and journalists used images for their articles about the technology trade fair and on instagram the most popular posts with the Hashtag #smartfashion were pictures from the show. Photos of the fashion show became the most frequent motifs of the whole CeBIT reporting.