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Zegna Creates 3D Brand Experience with Hollywood Flair

Posted by Shirley Brady on September 5, 2011 12:46 PM

IHT fashion doyenne Suzy Menkes today highlights Ermenegildo Zegna's digital retail experience, with its new 3D in-store app featuring model/actress Milla Jovovich (and directed by Hollywood special effects director James Lima) leading luxury retailers into cyberspace.

Launched in July in tandem with the opening of its new Paris flagship, Lima tells Menkes about the challenges of creating a virtual experience for a brand on the iPad, a 3D trend that Burberry and Ralph Lauren are also exploring.

“It is a very interesting problem, using high-end Hollywood visual effects and animation software, transported into a different Internet format," Lima comments. "In Hollywood, we design by story, it’s all from a script — but this is not Brad Pitt, it’s brand narration.”

brand news

In the News: Facebook, Blockbuster, Chanel

Posted by Dale Buss on September 23, 2010 09:00 AM

In the News

Facebook is growing fastest in Asia, reportedly developing smartphones for AT&T, while CEO Mark Zuckerberg is donating $100 million to improve schools in Newark, NJ, which he will announce on Oprah Winfrey's show tomorrow.

Blockbuster filed for bankruptcy this morning, says its 3,000 US stores will remain open.

Chanel cracks down on how its name is used.

Wal-Mart tries to unmask corporate foes that have slowed its growth in groceries.

Abbott recalls some Similac formula over potentially tainted packaging. 

Adidas targets growth in Russia.

Apple's iPhone 4 finally goes on sale in China on Saturday.Continue reading...

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