DOLCE & Gabbana
Alula
CLIENT
Dolce & Gabbana
AGENCY
LucidDreams.ae
CATEGORY
WebAR
YEAR
2022
//CONTEXT
Ikmah Fashion
Cavalry Show
Italian luxury fashion house Dolce & Gabbana staged its Alta Moda, Alta Sartoria and Alta Gioielleria collections against the backdrop of Saudi Arabia’s AlUla.
Celebrating time-honoured equestrian heritage, Dolce & Gabbana displayed its trademark opulence alongside the Ikmah Fashion Cavalry Show, splicing its men’s and womenswear between local horse wranglers dressed in traditional thobes, parading Arabian steeds down the catwalk in between the models. A literal, and beautiful, marriage of two cultures.
EXPERIENCE
We were invited by Lucid Dreams to augment the Dolce & Gabbana runway experience.
By adding to the distinguished charm of AlUla, each guest were able to access 2 AR experiences (Sun & Night) by pointing their phones on their goodie bags with a NFC inside it.
The SUN experience was represented by traditional islamic lamps.
Planets, constellations and shooting stars represented the NIGHT experience.
