A short time to New York – via the fashion show in the holodeck

• fromManuel Almeida Vergara

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Simply filming fashion shows – Sebastian Knoll is far from enough. He wants to take the presentations to a new level. Frankfurt Fashion Week, for example, could benefit from this.

I brought you a fumble. The man in the video wears a longsleeve, walks first through a fantastic rocky landscape, then along Times Square and Venice Beach, ending up in space at some point. Sebastian Knoll, head of the Frankfurt production company, is in the longsleeve Mainfilm and Lookin Fridaywho specialize in online conferencing and live streaming. “We were the first digital concert platform, we accompanied entire festivals in feature film quality and were able to make live color corrections directly in our streams or incorporate slow motion”, says Knoll. Even less musical customers like the Federal Ministry of Defense fill his portfolio – so it all seems a long way from fashion.

And yet Knoll believes that his technology is exactly the right one for fashion presentations. “We are now also working with a holodeck, a studio equipped with LED walls and ceilings that can even accommodate a coach. The location makes it possible to use and change any content as a background ”- from the rocky landscape to Times Square to the endless expanses. With adaptive light that adapts to the respective backgrounds, the model would fit in perfectly in a digital fashion show. In addition, 3D elements such as filters can be placed over the scenes, sand then whirls up on Venice Beach, satellites fly past in space. Simply film fashion shows, put the camera on and you’re done, as has been done many times over the past few months, that’s not enough for Sebastian Knoll.

He knows perfectly well that his idea will come at just the right time. The fashion world is currently trying its hand at digital broadcasting, but the pure show films have not yet generated the desired level of enthusiasm. With his mix of high quality film work, augmented reality and special effects, Knoll believes, he can take digital fashion presentation to a new level. Precisely because it also provides a platform for the stream that can be used to communicate with recipients, even a shop system is connected, so the clothes shown can be ordered directly.

With his ideas, Knoll certainly provides answers to urgent questions in the industry

How do events perform amid an unpredictable pandemic? How can customers not allow them to shop until six months after the show? How sustainable is it to present, without sets and superstructures that are scrapped after the show, without thousands of guests flying across the globe to view the collection? Knoll certainly provides answers to questions that fashion has been asking itself for months, some even for years. So it’s good that Frankfurt will soon have its own Fashion Week too. “We are presenting our options to the organizers,” says Knoll, “it is time to rethink such events.” A hybrid event, a few hundred guests on site, tens of thousands in front of the screens, a platform that everything connects, the sun is setting on Times Square, the waves are rushing on Venice Beach – Frankfurt Fashion Week would do well to deal intensively with Knoll’s ideas. So the event can be something – even this year.

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