Adeam NYFW Virtual Runway
Project Overview
Led the creative direction for Adeam's first-ever CGI-enhanced NYFW Virtual Runway, transforming a traditional fashion show into an immersive digital experience through the creation of Adeam Island. This groundbreaking showcase blended cinematic storytelling with cutting-edge 3D visuals, establishing a new standard for digital-first fashion presentations.
Collaborated with a cross-functional team of creative producers, cinematographers, CG designers, lighting directors, and post-production specialists to deliver a seamless and engaging virtual environment. The project utilized advanced 3D rendering and interactive elements to replicate the grandeur of a live runway show, allowing global audiences to experience Adeam's SS 2022 collection in a new, innovative way.
The virtual experience achieved a 40% increase in user engagement, with average session durations exceeding 10 minutes, demonstrating strong audience interest and interaction with the immersive digital content. The project's success influenced Adeam's ongoing strategy for digital-first experiences and immersive storytelling.
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Client
ADEAM
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Year
August 2021 - Nov 2021
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Role
Design Lead | UX Strategy & Interaction Design | 3D Product Experience Design
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See Product at
Vision & Strategy
Due to the constraints of the pandemic, Adeam faced the challenge of not being able to host a traditional physical fashion show during New York Fashion Week (NYFW). The brand needed to create a digital alternative that maintained the emotional impact and prestige of a live runway experience.
The solution was to design Adeam Island, an immersive virtual environment that reflected the brand's signature elegance and creativity. This virtual world needed to engage global audiences by blending storytelling, interactive elements, and high-fidelity 3D visuals to deliver an experience that matched the grandeur of a physical show. The challenge was to balance cutting-edge technology with artistic vision, ensuring that both the brand narrative and user experience remained impactful and seamless.
Creative Process
Vision & Concept Development:
Defined a creative strategy that emphasized cinematic storytelling, visual drama, and interactive engagement to replicate the allure of a live runway show.
Collaborated with Adeam’s creative team to align visual and thematic concepts with the collection's aesthetic, ensuring a cohesive brand narrative.
Cross-Functional Leadership:
Directed a multidisciplinary team of 3D designers, animators, and developers to deliver high-impact visuals and interactive features.
Collaborated with product, marketing, and technical teams to optimize the experience for web and mobile platforms.
Design Execution:
Developed virtual set designs inspired by Adeam’s collection themes, using 3D animations and environmental storytelling to enhance each look.
Integrated smooth interaction flows for users to explore both the runway and behind-the-scenes content.
Technology Integration:
Utilized advanced rendering tools to create high-fidelity digital fashion visuals, ensuring quality comparable to luxury print and media campaigns.
Implemented real-time interactive features to engage audiences and provide opportunities for deeper brand exploration.
Design Iterations & Visual Refinement
Result & Impact
The result was a visually compelling CGI-enhanced virtual runway that seamlessly merged the physical and digital worlds. Adeam Island served as an immersive, interactive environment that elevated the traditional fashion show format through cinematic storytelling and cutting-edge 3D visuals. The design brought Adeam’s collection to life in a dynamic digital space, enhancing user engagement and showcasing the brand’s modern luxury aesthetic.
This project demonstrated innovative use of emerging technologies, including real-time rendering and 3D modeling, to create a user-centered experience. It achieved a 40% increase in engagement, with average session durations exceeding 10 minutes, allowing Adeam to effectively reach and captivate a global audience. By redefining how fashion collections are presented digitally, the project established a new benchmark for immersive storytelling in the luxury fashion industry and influenced Adeam's strategy for future virtual showcases.
HERE MORE STORIES
Pending publishment due to confidentiality!
Because of the confidential nature of the work, I can't publicly share artifacts from my design process, but I'd be happy to show them to you in person if you'd like.
Feel free to reach out.