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World’s First 3D Fashion Show Via Mobile Phone


SapientNitro and HUGO BOSS Broadcast through a 3D live stream

World’s First 3D Fashion Show Via Mobile Phone


For the first time, the popular German high-end fashion label HUGO BOSS is offering the chance to experience its Fashion Show on May 18th in Beijing, up close through a 3D live stream. Created by the Mobile Experience Studio of SapientNitro, the innovative 3D mobile services realization provides the best possible 3D experience for HUGO BOSS’s loyal customers.
“This innovative 3D fashion show campaign allows HUGO BOSS’s customers to experience a completely new mobile novelty in real-time,” said Joachim Bader, executive director SapientNitro Germany. “By using visual staging of real moments, we create a lasting impression for the customer.”
The global campaign for the fashion show ‘New Dimension Beijing’ started in the 3D world with an augmented reality special on April 1st. Window stickers have been placed on the outside of BOSS stores that contain special markers for the iPhone throughout major cities. The sticker can be scanned using the new, reworked HUGO BOSS iPhone app – available from the iTunes store at . This app allows the customer to receive the “Save the Date” augmented reality invitation for the fashion show in real-time.
The live stream of the 3D fashion show can be followed around the world via the HUGO BOSS iPhone app update during exclusive red carpet events in seven cities (Beijing, Los Angeles, New York City, London, Berlin, Sydney and Tokyo). In addition to this event, the user can look forward to other HUGO BOSS features such as: current videos, previews of the Fall/Winter 2012 collection of the brandlines BOSS Black and BOSS Selection, a competition and the option to order limited-edition HUGO BOSS 3D glasses.
The live stream and more information about the Fashion Show in the National Agriculture Exhibition Center are also available via the mobile portal in German, English, Chinese and Japanese: (Chinese version) (Japanese version) (rest of world)

The 3D live stream can also be followed via iPad; the app will be live shortly.
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