Surround sound: Fashion films use digital to get physical

Milan – Launching today, POSTmatter is hosting its first-ever exhibition – an interactive experience that focuses on the mingling of our physical and digital lives.

POSTmatter is the digital editorial publication of Meri Media, originally launched as a laboratory for the digital media agency to test out new ideas. The exhibition will be a live event that explores fashion through a visual and tactile experience. Located in a Renaissance church, the space is rigged with infrared-motion-capturing technology and large screens showing fashion films that will react to the audience’s movements.

‘It allows us to push fashion films to a new level, and question what the boundaries of this media can be, blurring the lines between fashion, visual art and technology,’ Jonathan Openshaw, editorial director at Meri Media tells LS:N Global. ‘Standing at the altar of a de-sanctified church using interactive technology to adapt these swirling screens is quite an intoxicating experience.’

The POSTexhibition will be on show in Milan this weekend, with plans to take it worldwide. The worlds of fashion, art and digital technology are converging to create new experiences. For more, see our Futuretainment macro trend.