April 11, 2021

SVD and Nike ACG land on a new digital planet

2 min read

SVD-Siva Descalzo, a Spanish retailer offering sportswear and high-fashion brands, has just launched “ACG Platform for the Digital Explorer,” an immersive virtual 3D platform to present the s/s 2021 Nike ACG collection.

The project invites consumers to a virtual experience that can connect them with the latest Nike ACG-All Conditions Gear collection. They can also discover how the collection performs when exposed to the outdoor elements, especially, as in current times, in a context of limited travel and fewer in-person experiences.

Looks of Nike ACG label, s/s 2021

Looks of Nike ACG label, s/s 2021

For the occasion, SVD and Nike’s creative team traveled to Crater Lake, a natural lake and a national park in Oregon. There they tested the ACG brand’s products and showed how they can withstand very different weather conditions and also protect against external elements.

The brand and the retailer also explored new horizons of artistic interaction. The virtual experience released by the digital platform was delivered by re-creating an immersive digital landscape developed in collaboration with international specialists in 3D design, augmented reality and creative campaign direction.

SVD x Nike ACG digital collection presentation

SVD x Nike ACG digital collection presentation

For the development of the project, SVD partnered with Playlab, Inc., a Los Angeles–based creative studio that codirected the start of the project together with the retailer. Since its conception in 2009, the studio has worked across many disciplines to bring fashion experiences, runway shows, campaigns and installations for fashion brands and various other organizations to life.

Adrian Bolog, a London-based architect and artist who designed and translated the artistic vision of the project into 3D, created the architecture and space of the platform, resulting in a purely digital though realistic space.

SVD x Nike ACG digital collection presentation

SVD x Nike ACG digital collection presentation

The 3D garments presented on the platform–as well as on the product pages–were created together with Rendooo, a Barcelona-based multidisciplinary design studio dedicated to innovative technologies in fashion with the aim to create new sustainable fashion processes and a more realistic shopping experience.

The new ACG Platform for the Digital Explorer can be accessed via SVD’s website.

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