Westfield Collaborates with London College of Fashion
Having recently worked with London College of Fashion’s Innovation Agency on launching an innovative Fashion App with designer Emma J. Shipley and Meshmerise as well as a Mall of the Future research project, Westfield is once again collaborating with FIA to launch a platform to showcase creative industries in the UK.
Feature Artist Series: The Mixed Reality of Martine Jarlgaard London
The 13th February will see the first of a series of featured artists activating a high profile space within The Village, Westfield London. Martine Jarlgaard London will be showcasing pieces from the collection in a visually interactive space showcasing the sculptural silhouettes of the sustainable, innovative, luxury brand. The collection was presented in the brand’s on-schedule London Fashion Week debut using augmented reality, in what was the world’s first mixed reality fashion show. This was a collaboration with London College of Fashion’s Innovation Agency, DoubleMe and W London Hotel.
Martine Jarlgaard said: “The fashion I envision isn’t fashion as we know it. The partnership between Fashion Innovation Agency, Westfield and Martine Jarlgaard London is a window of a more interactive, exploratory future where consumers are drawn towards experiences, ethics, authenticity and vision which goes beyond mere aesthetics. Collaborating with FIA and Westfield is a privilege, as we share a vision of challenging status quo of a system which is at its breaking point, and pushing innovation of the way we consume, interact and experience.”
For the first time, the physical collection is on show here at The Village, Westfield London. Martine has taken the theme of the mixed reality show, recreating the holographic effect in a physical format, inviting the viewer to interact with the display via the mirrored image whilst catching a glimpse of the actual collection behind. The sculptural silhouettes on display come from a hybridisation of dressy nostalgia, understated decadence and a relaxed, futuristic language of simplicity. An undefinable balancing between recognisability and minimalist abstraction.
Myf Ryan, CMO, Westfield Europe added: “We are thrilled to be working once again with London College of Fashion’s Innovation Agency in what we hope to be a long term collaboration which gives our best UK talent access to spaces they would not normally have access to, as they embark on their careers. Since entering the UK, Westfield has a long history of working with up and coming designers and artists who are now some of the creative industry’s biggest names. Being able to offer physical space in premium locations within our malls not only adds value to the designers, but is of huge interest to visitors to our centres and we believe Martine’s mixed reality collection is perfect to launch this collaboration.”
Matthew Drinkwater, Fashion Innovation Agency commented: “Our collaboration with Westfield will not only allow us to transfer Martine Jarlgaard’s collection from the virtual world into a stunning physical location but open the doors for London College of Fashion to showcase its ground-breaking work with a host of incredible creatives.”
From leading fashion houses to new designers, The Village is the place to discover designer fashion and lifestyle, with more than 30 premium and luxury global brands, from Louis Vuitton and Burberry to Versace and Mulberry.
Throughout 2017 more LCF supported designers and artist will feature in key spaces across both Westfield London and Westfield Stratford City in the lead up to LCF’s move to Stratford in 2021.
Find out more www.uk.westfield.com