Sensory overload: Fashion hits the right note

London – Christopher Raeburn wants people to develop emotional relationships with his vibrant recycled parachute collection.

The London Fashion Week New Generation-sponsored designer held his spring/summer 2012 presentation at the Museum of London’s Sackler Hall last week, and incorporated a multimedia presentation that made use of the museum’s giant LED screen for a touch-, sight- and sound-association experiment.

‘I like colourful fashion and, coupled with how people are using more technology in their lives, I wanted to explore how touch, colour and sound could work together,’ Raeburn told LS:N Global. Raeburn suspended his garments from frames in front of the museum’s LED screen, assigned each piece a musical note and coloured symbol, then asked visitors to strike the jackets and coats to create their own visual and aural digital cacophony.

LS:N Global applauds how Raeburn is experimenting by associating a consumer-driven technology experience with his garments. We think this has potential for implementation in retail, and follows our trend for Inline store environments. See our Beyond Retail report for more.