“Fantasy hats give you the possibility to dream.” – Philip Treacy
Philip Treacy is a designer renowned for creating hats that appear to defy the possible. Fashion becomes fantasy and fantasy is given form. In a way that can only be achieved in VR, Spatium allows the viewer to explore the structure of one of Treacy’s most famous creations on a scale that escapes the bounds of the physical.
The result is an architectural fantasy of light, sound and shadow, bringing together the worlds of image creation (Roland Lane), immersive technologies (INITION), music (Rhythm Section International and Hidden Spheres), spatial sound and audio (Mixed Immersion) and site installation (Lucio Cavallari).
This breathtaking VR experience – intended as part of a trilogy – premieres at SXSW 2017 in the Style and VR Cinema categories, with the remaining two works planned for production in the summer.
Since successfully pitching the idea of the trilogy to Treacy, photographer and director Roland Lane has worked closely with INITION – an award-winning multidisciplinary creative production company with a 16-year track record of seeking and exploiting new technologies for both projects and partnerships.
Alex Lambert is the film’s VR Director, whose previous work for INITION includes the first virtual reality fashion activation in history. He says:
“fasHION DESIGNERS PUSH THE FUNCTIONAL AND FANTASTIC AS FAR AS THEY CAN GO. THEY CREATE ILLUSIONS OF THE IMPOSSIBLE. BUT THEY ARE STILL LIMITED BY THE PHYSICAL CONFINES OF OUR WORLD. WHAT IF THAT WASN’T THE CASE? WHAT WOULD THEY DO DIFFERENTLY TODAY? WHAT WOULD THEY HAVE DONE DIFFERENTLY IN THE PAST? WITH VR WE NO LONGER HAVE TO ASK THOSE QUESTIONS; RATHER, WE HAVE A CHANCE TO ANSWER THEM.”
Roland Lane is a photographer and director who shoots fashion and celebrity work, as well as art projects and believes VR will transform the fashion industry. He has been constantly amazed at how INITION brings ideas to life and what is possible with immersive technology.
“the scope and scale of working in vr is breathtaking; there are no limits to what is possible.”
INITION and Roland Lane present Spatium.
Director: Roland Lane
VR Director: Alex Lambert
Written by: Roland Lane & Lambert
Executive Producers: Olivia Lory Kay, Alex Lambert, Roland Lane, Adrian Leu
Producer: Chris McKeeman
Production Designers: Matthew Lambert, Andrew Mason, Lucio Cavallari
VR Creative Developments: Daniel Lambert, Angelina Aleksandrovich
Technical Artist: Sam Thomson
3D Artists: Louisa Bremner, Nader Ebrahimi
3D Development: Grigor Todorov, Pedro Sousa
Unity Development: Chris Orphanides
Sound and Audio: Mixed Immersion
Original Music: Rhythm Section International and Hidden Spheres
Director of Delivery: A. Baris Gencer
Title Designer: Daniel Lambert
Publicity: Maira Hayat
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See more information on the SXSW website here.