Isetan Shinjuku Men's is hosting a promotion utilizing the latest digital technology, "PITTI IMMAGINE UOMO at ISETAN MEN'S," through August 9th. This project, launched as an industry-academia collaboration between the Isetan Mitsukoshi Group and Digital Hollywood University Graduate School, combines the concepts of "fashion and technology." Visitors can experience the immersive atmosphere of Italy's largest men's fashion exhibition, "PITTI IMMAGINE UOMO," through virtual reality (VR) and other technologies. Hirata Motoyoshi is the project's general supervisor, and the event will feature VR, futuristic digital signage, and large-scale displays. First up is a futuristic interactive signage installed at the main entrance on the first floor, utilizing reflective acrylic. A creative team created a video using digital technology to visualize the PITTI exhibition space, which is displayed on a large display, welcoming visitors. The secrets of this "interactive" experience will be revealed to you. This exhibition space embodies futuristic video technology and expression.
Next is the PITTI experience space, which uses virtual reality (VR). By donning VR devices installed on the 1st, 4th, 5th, and 6th floors of the Men's Building, visitors can experience high-resolution images scanned by the fashion-focused VR package "STYLY." For example, by touching a 3D reproduction of a garment in the VR space, visitors can simultaneously experience the brand's background, feel lost in the PITTI venue, or even be immersed in the beautiful scenery of Florence. Experience the sensation of being there.
Large displays installed on the basement floor, 4th, 5th, and 7th floors continuously screen interviews with designers and directors of PITTI's most iconic brands. By learning about the behind-the-scenes production processes and brand history, usually accessible only to buyers and press, visitors may be able to discover the creative source behind each item. Additionally, we've developed a service that allows users to view the official Isetan Men's website, "ISETAN MEN'S net," by holding the AR/VR app "Lukulu" over in-store signage. More detailed promotional information is available, so be sure to try it out at the venue. A planning representative for the Men's department commented, "We developed this project based on the idea that 'digital should not be an end in itself.' While introducing cutting-edge expressions and services that are only possible through digital, we also value the analog connections that only people can make—for example, having staff send letters to customers and engaging in in-store conversations. We want to improve convenience through the development of apps and e-commerce sites, while also deepening interactive communication with customers." This year marks the 150th anniversary of diplomatic relations between Japan and Italy, and the entire Isetan Men's department is planning a variety of events. Following the opening event, "PITTI IMMAGINE UOMO at ISETAN MEN'S," there will be special booths by men's fashion magazines "MEN'S EX" (July 20th - 29th) and "MEN'S CLUB" (July 30th - August 9th), a talk show with the editor-in-chief (July 24th, from 2pm), and a snap photography contest (July 30th and August 6th, both days, 2pm - 5pm).
