MAJE PRESS DAYS: FROM TRADITIONAL EVENT TO IMMERSIVE DIGITAL EXPERIENCE
Every year, Maje Press Day is a red-letter event in the world of fashion. Known for its original installations – such as building a swimming pool in the magnificent hall at Maje's headquarters near the Louvre in 2023, this event has always captivated its audience.
For its 2024 edition, Maje's founder approached our team with the ambitious idea of transforming the Press Day into a digital experience to remember.
The aim was to design an immersive interactive installation that would present the new collection to influencers in an innovative way.
CREATING AN IMMERSIVE DIGITAL EXPERIENCE FOR MAJE'S FW24 PRESS DAYS
Our team came up with an elaborate design and production process that would engineer an inspiring and unique interactive digital experience for Maje's Press Day FW24.
Working closely with Maje, we defined a creative strategy to convey the essence of the new collection through an immersive experience that was both artistic and fun.
To make sure that the experience was intuitive and user-friendly, we drew on our extensive expertise in motion capture, which we use for our WE ARE BODY™ interactive silhouette animation.
To accentuate the immersive effect and maximize the impact of the experience for visitors, we enlisted the help of our technical partner VLS. Their innovative solution was to install a high-definition LED screen measuring 3 by 9 meters, arranged in a U-shape and perfectly integrated into the surroundings.
4 INTERACTIVE DIGITAL ANIMATIONS FOR ENGAGING INFLUENCERS
An elegant digital curtain representing the toile de jouy, which is emblematic of the new collection, was draped along the entire length of the screen. By positioning themselves on the floor marker facing the screen, influencers were able to virtually open – in real time – the digital curtain with the toile de jouy and then interact with 4 animations:
Creating the Maje logo with diamond particles
Influencers reproduced the iconic Maje logo by generating sparkling
diamond particles, adding a further touch of glamor to the event.
Blossoming buds
By running their virtual hands over petals, they made buds burst into bloom, highlighting the
delicately fine details of the new clothing collection.
Revealing the toile de jouy
Influencers remotely revealed the color of the toile de jouy, the emblematic artistic
element of the new FW24 collection.
Scoring points with the Maje patch capture
Referencing the 2024 Paris Olympics, this animation tested participants'
skill by challenging them to score points by capturing virtual Maje patches. Whoever racked up the most points was
declared the winner.
ELEGANCE AND INNOVATION: A LOOK BACK AT MAJE'S FW24 PRESS DAYS
All day long, the FW24 Press Day welcomed influencers to the prestigious Maje headquarters. The elegant event was a unique opportunity to discover the latest collection trends in a sophisticated environment with plenty of personal interaction.
The digital installation – the centerpiece of the event – captivated participants from the moment they arrived. A marriage of cutting-edge technology and creative flair, it proved to be an immersive, captivating and memorable experience for everyone. Through a series of innovative digital interactions, guests had the chance to explore the different facets of the new collection.
The impact of the FW24 Press Day extended well beyond the physical event itself. By sharing their experiences on social media, influencers helped amplify the event's reach, allowing a wider audience to discover and appreciate Maje's latest creations and reinforcing the brand's visibility and influence.
