source: STYLESTARLOUNGE.COM

Due minuti e 45’ per raccontare l’ e-(motional) commerce e l’essenza di Style Star: questo il video in realizzato in 3D dalla Square di Milano, che fa parte del gruppo Mediacontech del quale fa parte anche Mikros Image (Parigi), vincitrice di un premio oscar a Los Angeles 2010 con il cortometraggio di animazione 3D “Logorama”.

Il mondo di Style Star è un ecosistema nella galassia della rete, per questo- dice Cristian Jezdic supervisor di Square -  sono partito dall’infinito  www, www, www….mentre l’immagine di Style Star si fa più nitida e appare all’improvviso in primo piano una superficie scintillante, tutta da scoprire.

Per  enfatizzare la forza innovativa  di questo progetto,  ho esaltato il claim , “the wave of innovation”, l’onda che scompone e ricompone come un mondo in costante divenire, il logo style star, e segni che materializzano, come particelle portate dal  vento dell’innovazione, alcuni simboli della moda, del lusso, del lifestyle e della tecnologia, che fanno parte dell’e-commerce di Style Star.

I quattro punti cardinali di questo mondo immaginario e virtuale sono : L’emotional shopping, Technology & New media, Short Movie, Fashion and Luxury tenuti insieme da fasci di luce mentre la farfalla di MSN, attraversa la galassia di Style Star portando il messaggio a milioni di utenti, collegati dalle nuove tecnologie, dai social media, e dalla comunicazione peer to peer.

Un brevissimo accenno ad alcuni short movie realizzati da marchi leggendari quali Chanel, Louis  Vuitton e Ferragamo, per ricordare i primi protagonisti di Style Star a Venezia 2009 e i Pionieri del Corto di moda, dal quale Style Star parte per introdurre un  nuovo concetto di comunicazione che personalmente mi affascina molto nel quale credo.

Nel finale, una  visione del prossimo futuro : Project Natal XBox, ed altre tecnologie  provenienti dall’Envisioning Lab di Redmond diretta da Ian Sands, per sottolineare che Style Star scommette sulle tecnologie  Microsoft.

L’ultimo frame riporta tutto all’interno del “pianeta” Style Star, quasi a ricordarci che ormai basta un clik per accendere o spegnere un mondo senza confini dove la convergenza tra reale è virtuale è sempre più stretta.

Miss Dior Cherie, In 3-D

A new Dior commercials by Sofia Coppola uses Augmented Reality tools.

via style.com

Photo: Courtesy of Parfums Christian Dior

It looks like Alice in Wonderland-themed cosmetics ranges aren’t the only way the 3-D movie spectacular has infiltrated the beauty world. Dior has just released a new “augmented reality” Web site for its Miss Dior Cherie perfume to bring the popularity of three-dimensional technology to fragrance. The idea is to provide a live direct or indirect view of a physical real-world environment with elements that are enhanced by computer-generated imagery. In this case, the physical real-world environment is a colored picture of the Dior fragrance ad that you can print out from your computer. Once it’s printed, you simply hold it up to your Web cam to reveal a pop-up book version of the image on your screen. From there, all the newly visible elements are clickable, including a bouquet of flowers that leads you to information about the feminine eau’s floral notes (which include violet, pink jasmine, and strawberry leaves) and a camera icon that takes you to a cut of Sofia Coppola’s fantastically happy commercial for the scent starring Maryna Linchuk. The short film itself is not in 3-D, unfortunately, but we would happily don a pair of those black-rimmed, cornea-bending glasses to watch its scenes of candy-colored macarons and warm Parisian sunlight jump out right in front of our face. Virtual reality can be oh-so satisfying.

Teaser for Grazia’s 3D edition.

Style Star at the NRF Conference in New York with Microsoft and Avanade

Moda e Tecnologia, Microsoft and Avanade will be at the National Retail Federation’s NRF 99^th Annual Convention & Expo at the Jacob Javits Center in New York from January 10 – 12

with a Style Star lounge, booth 100

Because fashion and luxury goods are intrinsically tied to identity for many people, retailers are constantly looking for better ways to create a strong emotional connection to the brand and more actively engage consumers.  Moda e Tecnologia, Microsoft, Accenture and Avanade have developed an offering that helps fashion retailers create immersive interactive experiences with consumers across both real world and virtual channels.

After 60 years, the fashion and luxury landscape is undergoing significant change. Runway shows no longer seem the only way to promote fashion in the globalized, technological new world of the 21st century, and the fashion and luxury consumer is no longer seen as a target but as an individual demanding participation, exchange and co-creation. Forward-thinking, visionary luxury brands such as Louis Vuitton, Dior, Chanel, Prada, Tod’s and Ferragamo are experimenting with new forms of brand communication and promotion for a mix of digital and traditional media, including cinematography and short film vignettes.

“Style Star offers a new way of communicating and selling fashion and luxury goods to consumers by combining interaction with emotion across digital marketing, ecommerce, customer relationship management (CRM) and Web services,” said Marina Garzoni, President of Moda e Tecnologia and founder of Style Star.  “Moda e Tecnologia and Microsoft developed the Style Star MSN format melding fashion and cinema that directly reaches out to consumers and amplifies the advertising and promotional reach of the fashion and luxury industry’s short film production and promotional efforts.”

In addition, at the NRF Conference Moda e Tecnologia, Microsoft and Avanade are showing how fashion and luxury goods retailers can drive strong brand messages through multiple channels, including real world, digital and social media.  This approach brings new technologies to fashion for a more immersive consumer experience.  The offering was first previewed in Italy at the Venice Film Festival and Milan Fashion Week in September.

“Luxury brands are actively exploring immersive new ways to communicate with their public.  I found Style Star to be a very positive experience that allowed me to communicate the message to many through a new combination of technology, fashion and film,” said Edoardo Winspeare, Director of the Louis Vuitton short movie Les Noces de Papier (http://donne.it.msn.com/stylestar/video.aspx).  “A new era is coming.  People are asking for more authenticity and interaction.  They wish to participate and share their emotions.  Louis Vuitton understands the importance of this powerful new phenomenon and I appreciate the freedom I was given to express their message.  I was honored to be part of the first Style Star event during the 66^th Venice Film Festival with Louis Vuitton, Chanel and Ferragamo.”

Since September, major retailers in Europe have shown interest and are exploring Style Star solutions.  These include new ways to drive a unified brand message across multiple channels, including real world, digital and social media combined with an immersive new way to drive commerce.  As a result, Style Star generates greater brand visibility, attracts existing and new customers, increases sales and boosts customer loyalty.

“Emerging technology has expanded the relationship between the brand experience and the consumer by providing a 360-degree way of communicating through both virtual and real world channels, providing a connected consumer experience”, said Garzoni. “Style Star provides a whole new way to engage customers in interactive formats such as mobile, web, Surface, cinema and 3D. This builds a strong emotional connection to the overall brand and products.  Retail brands can take advantage of Style Star to excite their customers, amplify their promotional efforts and showcase their creativity and innovation.”

Thanks also to collaboration with Leo Burnett, the official communication agency of Style Star, and Microsoft MSN, Style Star now will span both the real and the virtual digital worlds.

“Style Star is an immersive experience for the fashion industry with strong appeal that connects consumers more directly to the latest trends.  Fashion and luxury brands embrace innovation and pride themselves on being leaders for the international scene.  We are evaluating this new concept which we believe represents what is next in advertising,” said Enrico Dorizza, Creative Director for Leo Burnett.

“We believe that today more than ever, having seen the economic link and the changes that are taking place, there is a need in the fashion and luxury world to explore potential of the mix of fashion, cinema and the technology and the impact it can have on the future of the industry,” said Garzoni.

About Style Star

Style Star launched in Italy at the 66^th Venice Film Festival and the Milano Fashion Week in September with Marina Garzoni, President and Founder of Moda e Tecnologia, with Microsoft.

The concept is a new way of communication and selling to fashion consumers combining interaction with emotion across digital marketing, ecommerce, CRM and web services.

Style Star is an innovative format, with interactive fashion vignettes, cinema and MSN which amplifies the advertising and promotional reach of the fashion and luxury industry through short film vignettes.

For more information, go to www.stylestarfestival.com or contact us at press@modatecnologia.com