Concept / Design / Creative Coding / Editorial / Spatial Design
For their Summer 2019 Paris fashion show, Balenciaga wanted to create a runway experience grounded in artist Jon Rafman’s stylized digital artworks that speak to technology’s impact on modern life.
The Mill’s challenge involved creating an immersive digital catwalk that could encompass both models and audience for the entirety of Balenciaga’s runway show.
A truly unforgettable 15-Minute immersive runway experience that was live-streamed to millions across the globe and perfectly framed Balenciaga’s latest collection.
Working with artist Jon Rafman and Demna Gvasalia, Creative Director of Balenciaga, The Mill’s experience team crafted 14K visuals for an immersive video installation tunnel, built using game engine technology and real-time modular simulations.
The tunnel was built to encompass both the catwalk models and audience at Balenciaga’s 2018 Fall fashion show in Paris.
The glitchy visuals, reminiscent of early 2000s digital media, were mixed with organic fluid simulations, which enveloped both the runway and audience via floor-to-ceiling LED screens, trapping them in a physical world being overrun by digital content.