Zalando pilots virtual production to elevate customers’ visual experience
German online fashion retailer Zalando has announced that it has become the first fashion platform to use digital backdrop technology at scale.
Launched as a pilot on the Zalando Designer platform, the technology allows any background to be projected on a six metre by four metre LED screen to create the impression that the image was shot in a variety of locations and environments.
Zalando said the move supports its ambition to become the “starting point for fashion” by enabling it to showcase its assortment in a range of lifelike environments, or digital worlds, to create an elevated visual experience for customers.
The company has partnered with Orendt Studios on the initiative and plans to integrate virtual production technologies into its existing content production solutions.
Anaheta Metghalchi von Berenberg, buying director at Zalando Designer, said: “This partnership offers us a new creative production concept for our luxury and designer brands, moving beyond the traditional white backdrops and elevating the total look and feel of our online environment for Zalando Designer. Shooting within inspiring environments offers us the possibility to extend designer brand campaigns to product images, inspiring our customers and elevating their shopping experience from initial browsing, through to purchase”.
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