Creative Director & Producer
The What
Welcome to Electric/City: an immersive shopping experience celebrating 25 years of Pokémon, and a collaboration between Charli Cohen, Pokémon, Selfridges and Yahoo.
Inspired by the fashion capitals of the world, inside Electric/City you’ll find the exclusive Charli Cohen x Pokémon collection of physical garments, alongside Kaleidodrip, an exclusive Charli Cohen collection of digital wearables that you can shop and wear via a Snap AR lens or customizable ReadyPlayerMe avatar.
The Mission
The Metaverse is an intersection of worlds, a lighthouse for the weird and the beautiful, a harbor for innovation. With Electric/City we needed to create the “familiar” to encourage established brands to take risks, but elevate the mundane to a place of wonder - no matter how gritty. In this dystopian London-inspired city we wanted to create a future fashion and shopping experience using the latest and greatest tools.
Features
- Digital twin fashion pieces
- Purchase IRL at Selfridges stores or online and get the exclusive piece on the Polygon blockchain.
- Use digital accessories as wearables for your ReadyPlayerMe avatars.
- Using Unreal Engine, our MetaHumans came to life with bespoke mocap and then were extended into reality through signage and print media displayed in Selfridges stores in the UK.
The Problem
Metaverse experiences are often disposable and created without longevity in mind. The eye-catching is often lost in the hype-cycle as a one and done approach. Let’s overcome this with a multifaceted approach to the Metaverse and extend the virtual footprint into physical reality in stores, popups, and fashion pieces.
The Solution
Using Unreal Engine, a custom 360 web-engine, uniquely crafted MetaHumans, and motion capture we built a multi-level full scale city with bespoke featured areas: a Piccadilly Circus-esque shopping area, a Pokemon dance battle stage and an intimate back alley concert space.
We then took those digital fashion looks and worked with designer, Charli Cohen, to stitch them into reality as limited edition pieces. All backed by Selfridges and themed around the 25th anniversary of Pokemon.
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