Image courtesy of Oyoram Visual Artist | Dior Bond Street
Last June, French luxury goods company Dior has opened its new flagship store, The House of Dior in London’s New Bond Street – a famous shopping street featuring stores of several major brands. The four-storey building, designed by architect Peter Marino, represents a unique mix of iconic British architecture, modern luxury and romantic interior. If you visit this store, you will immediately notice, that the entire store has the feeling of an art gallery, where all the sculptures, paintings and other carefully crafted artworks form an extraordinary blend with the products. As they say, you don’t come in here for the products. You come for the experience.
Virtual Windows – A Multi-Angle Digital Experience
The House of Dior has been working together with visual artist Yorame Mevorach, a.k.a. “Oyoram” for over a decade. About ten years ago, he invented the concept of creating so-called Virtual Windows on walls, using dozens of high-quality, full HD displays. This visionary idea enabled the artist to transform any wall into a gigantic digital collage, creating the illusion of looking out of a huge window at a completely different world. Some months before the opening of the London flagship store, Dior and Yorame (who has previously worked with brands such as Louis Vuitton or Cartier as well) came up with the idea of connecting London with Paris by displaying a romanticized image of Paris through a Virtual Window. This digital experience would occupy two floors of the store’s stairways. That’s where we came into the picture.
Our Contribution – The Capital of Romance with a touch of surrealism
It was about a year ago when Yorame contacted us to create the digital image for his Virtual Window to Paris. It was an extraordinary, and very positive experience to work with a passionate, dedicated, creative out-of-the-box artist. We could take some steps away from realism, scripts and strict production pipelines for a change. We enjoyed a lot of artistic freedom during this project, which allowed us to explore our creativity to the fullest to bring a truly unique experience to life.
The concept was to visualize a 3D landscape of the river La Seine, leading to the city of Paris in the distance. But instead of the actual suburbs surrounding the city, we were requested to make the foreground more green and natural, with blooming flowers to boost the romantic feeling of the image. The goal was achieving a sense of looking through a window to Paris in a parallel world. The iconic landmarks, such as the Eiffel Tower, the bridges and the Sacré-Cœur Basilica would make the city in the distance easily recognizable, but as we approach to the foreground, the landscape would transform into a beautiful, natural environment.
With the help of photos and architectural sketches of the stairway and the placement of the screens, we made a 2D mask, that we could import and link to our main 3D camera to guide us in composition.
Getting Into the Details
Since the rendered image was meant to be displayed on dozens of screens, embracing two floors of the stairways, we ended up rendering a final resolution of 13400px * 19400px. So, we had plenty of room to add areas with smaller details. These areas represent the famous parks and gardens of the city, and they feature similar structure and vegetation. They also blend into the natural environment.
In the Press
You can see more shots of the store – including our work displayed on the Virtual Window in the following publications:
Daily Mail: http://www.dailymail.co.uk/femail/article-3617690/Is-boutique-art-museum-Inside-Christian-Dior-s-opulent-Mayfair-store-silk-carpets-VIP-salons-enormous-sculptures-set-tempt-super-rich.html
It was an honor and a pleasure to work on this project. We are just sad, that, due to our tight schedule, we couldn’t visit the store when we were in London. Next time when we visit, we will definitely drop by! …for the experience. 🙂
If you’ve been at the store (160-162 New Bond Street, London, UK) and have seen our work, we would be glad to hear about your experience! Note, that our image is displayed along with several other images, so it’s not displayed 24/7, but with a little luck there’s a chance to view it.
Software/Assets used: VUE xStream 2015, Xfrog, SketchUp, Adobe Photoshop