Burberry Uses Gaming Technology To Streamline Fashion Design Process
LONDON – October 19, 2020 – Burberry and digital production agency Koffeecup have teamed up to develop new software that is revolutionizing fashion design and engineering. The app merges gaming technology and design to dramatically speed up and simplify the process of placing prints on clothing.
The new software places a two-dimensional print on a 3D product model, immediately showing what the finished product will look like and providing instant real-time feedback. The use of 3D is now integrated into Burberry’s merchandising model, enabling a more sustainable, creative and efficient process, and has become a staple tool in the print engineering process.
Using the app reduced paper consumption at the design stage by two-thirds. Achieving an accurate sample with fewer iterations also has the potential to reduce factory waste, supporting Burberry’s sustainability agenda of innovating to reduce excess material.
The first products designed with this new technology are now available in store in the Pre-Fall 2020 collection.
Mark Morris, senior vice president of digital commerce at Burberry, said, “This new software is a great example of digital innovation and cross-functional collaboration. Our in-house 3D development team, who created the successful B Bounce and B Surf games, saw an opportunity in how their technology could streamline part of the product design process. Our collaboration with Koffeecup allowed us to realize our idea and we are delighted with the result.
Thomas Michelou, Managing Director of Koffeecup, said: “It was a pleasure to work closely with Burberry to deliver this project and to see firsthand how the print placement application has enhanced their creative process. At Koffeecup, we saw this as an opportunity to take the technology typically used in game development and apply it to the luxury fashion space. This pioneering shift from gaming to design has allowed us to progress towards the generation of a real-time visual experience that has resonated well with our creative audiences. We are very excited about the development potential of the software. Looking to the future, we see the possibility of integrating artificial and virtual reality to extend the software, which is a very interesting prospect ”.
Posted on October 19, 2020