Case Study:

Spatium: World Premiere at SXSW 2017


“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.  ‘Spatium’ is the debut piece of a VR trilogy inspired by Treacy’s creations. When seen from the front, the hat appears flat yet the more you explore, the more you find an ornate and elaborate form.  When struck with light it appears to glow. These attributes are given scale to create a fantasy building of light and shadow where surfaces change as you navigate them.  In VR the hat becomes an architecture where the limitations of the physical no longer apply, conjuring discovery and wonder.

Director bios:

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.

Alex Lambert is a Head of Creative at INITION. A VR / AR expert, Alex has produced a number of world firsts, including fashion activations. He regularly appears on creative tech panels and in publications.



See more information on the SXSW website here.