MoR to host VR fashion show, as an art fair moves online

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MoR is hosting a VR fashion show at the end of this month, while an art fair organiser is embracing immersive technology to launch a new commercial model for artists and galleries

Quick read

➨ MoR is partnering with funding platform Kaleidoscope to host The Fabric of Reality. The immersive fashion show will run from 29 July for a whole year
➨ MoR is proving to be an attractive VR platform for reimagined cultural and artistic events. It hosted Cannes XR Virtual last month, showcasing an impressive 55 works over five days.
➨ UNTITLED, ART online, running from 31 July until 2 August, will be a faithful recreation of the organiser’s offline art fairs, with art on display and for sale to attendees

The story

A fashion show and an art fair are coming to VR this month.

The Museum of Other Realities (MoR) is partnering with funding platform Kaleidoscope to host The Fabric of Reality. The immersive fashion show will run from 29 July for a whole year.

Verizon Media’s immersive storytelling production house RYOT and Fashion Innovation Agency at the London College of Fashion have designed The Fabric of Reality to reveal a deeper understanding of design and designer stories.

As an in-depth experience, the show will be a first-of-its-kind VR fashion exhibition, according to MoR, with the scope to take audiences on a journey that explores the narrative behind the making of three top designers’ collections.

The event will be ‘phygital’, merging physical and digital experiences through an exhibition room with sculptural garments and three portals representing each project’s ‘Storyworld’ or self-contained universe.

Designers have been paired with digital artists to dress the space in a style that matches both the audience and collection.

Damara has teamed up with Sutu (Stuart Campbell), who has been commissioned by Marvel and Disney to create VR art for properties such as Doctor Strange and Ready Player One, while SABINNASabinna has partnered with VRHUMAN (Vladimir Ilic), and Charli Cohen has collaborated with Ana Duncan, an illustrator and designer in the animation and gaming industry, who has worked on projects for Warner Brothers, Disney and Nintendo.

Cohen has also been paired with John Orion Young (JOY), who creates original virtual muses.

Those unable to attend The Fabric of Reality in VR can sign up for a live event with the designers inside the experience, which will stream at 18:30 GMT on 29 July on Yahoo Style and HuffPost UK in 2D formats.

MoR is proving to be an attractive VR platform for reimagined cultural and artistic events.

The platform hosted Cannes XR Virtual last month, showcasing an impressive 55 works over five days.

In the art world meanwhile, UNTITLED, ART, the organiser of art fairs in Miami Beach and San Francisco, has partnered with online platform Artland to create a VR art fair.

UNTITLED, ART online, running from 31 July until 2 August, will be a faithful recreation of the organiser’s offline art fairs, with art on display and for sale to attendees.

Artland, an online contemporary art platform, will enable attendees to walk around the fair, browse booths and discover art from featured artists.

According to UNTITLED, ART, the exhibition space will look realistic to attendees, with the texture and ambiance of a physical environment.

It will also boast booths incorporating the ability to inquire, conduct negotiations, buy and pay for works of art.

Jeff Lawson, founder of UNTITLED, ART, told HYPEBEAST that attendees will be able to attend the art fair via mobile or desktop devices, as well as VR headsets.

He described the online art fair as an attempt “to create another model that looks at how we can do this differently, and eliminate a lot of risk for the galleries” amid the coronavirus (Covid-19) pandemic.

The pandemic is forcing cultural event organisers to think again about how they put the work of creators in front of audiences.

It will be interesting to see how event organisers embrace VR as a modality and whether they attempt to recreate the traditional experience or create something new.

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Main image: Trailer for The Fabric of Reality

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