E-(MOTIONAL), the Interactive Video Technology Platform by Moda e Tecnologia SRL, is build on top of Silverlight Technology, so we are happy to republish this news-

The Future of Microsoft Silverlight

http://www.microsoft.com/silverlight/future/

Microsoft Silverlight is a powerful platform for creating and delivering rich Internet applications and media experiences on the Web. Silverlight 5 builds on the foundation of Silverlight 4 for building business applications, premium media applications and applications that reach beyond the browser. Silverlight 5 introduces more than 40 new features, including support for running Silverlight applications with desktop features in the browser, dramatic video quality and performance improvements, and features that improve developer productivity.

The Silverlight 5 beta will be available sometime in 2011 H1, and more information will be available at http://www.microsoft.com/silverlight/.

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Post tags: 3-D, 3D, Digital rights management, DRM, e-motional, GPU, GPU support, H.264, Hardware Decode, interactive video, media applications, Microsoft, rich Internet applications, Silverlight, Silverlight 4, Silverlight 5, TrickPlay, video quality, XAML

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November 12, 2010, New York and London.

In celebration of 10 years of digital innovation, RalphLauren.com presents the ultimate fusion of art, fashion & technology in a visual feast for the 5 senses.

The Official Ralph Lauren 4D Experience – New York

Watch as the New York women’s flagship at 888 Madison Avenue disappears before your eyes and is then transformed into a series of objects and images rendered in 3-dimensional space.

The Official Ralph Lauren 4D Experience – London

Watch as the London flagship at 1 New Bond Street disappears before your eyes and is then transformed into a series of objects and images rendered in 3-dimensional space.

and finally…

See the making of Ralph Lauren 4D, a groundbreaking fusion of fashion, art & technology. See what went on in the background to make this incredible, 3-dimensional event come to life – from storyboards to video sets to digital mapping and high tech computer renderings – see it all revealed.

The Official Ralph Lauren 4D Experience – Behind The Scenes

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Post tags: 3-dimensional event, 3D, 4D, 4D Experience, Behind The Scenes, digital fashion, digital innovation, digital mapping, London, NEW YORK, Ralph Lauren, RalphLauren.com

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EBay Adds Tool to Let Shoppers Model 3-D Glasses, Expanding in E-Commerce

EBay Inc., the largest online retail marketplace, is introducing a technology that lets people browse and try on sunglasses using an Apple Inc. iPhone, as it seeks to mimic the real-world shopping experience.

The so-called augmented-reality feature is part of EBay’s fashion application, Steve Yankovich, vice president of the company’s mobile unit, said in an interview last week. The app will be available in December, he said.

EBay is using handset-friendly tools to benefit from rising demand for mobile commerce, an area of retailing where Colin Gillis, an analyst at New York-based BGC Partners LP, says it established an early lead. The company has said its apps will generate as much as $2 billion in volume this year. Worldwide, there will be about 150 million to 200 million mobile augmented -reality users by 2012, from about 600,000 last year, according to Perey Research & Consulting in Montreux, Switzerland.

“Within a year or two, I would be shocked if we didn’t see it everywhere,” said Norman Winarsky, a vice president at Menlo Park, California-based SRI International, a technology incubator known for developing the computer mouse. The future of mobile shopping will allow consumers to experience and try anything they want, Winarsky said. “You can put your finger in front of the camera and a diamond ring will appear,” he said.

Ikea introduced an app on the iPhone earlier this year that lets people see how the retailer’s furniture would fit in their homes. Companies such as Lego A/S, Europe’s biggest toymaker, have store kiosks through which shoppers may hold up a box and see what the Legos will look like assembled.

As technological hurdles fall and companies start synchronizing their online and mobile business strategies, more retailers may introduce augmented reality-style apps, said Rob Gonda, global lead of creative technology at SapientNitro, a London-based marketing firm.

ORIGINAL ARTICLE.

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Post tags: 3D, apple, Augmented Reality, BGC Partners LP, bloomberg.com, Colin Gillis, e-commerce, EBay, iPhone, mobile, mobile shopping, Norman Winarsky, retail, shopping, Steve Yankovich, virtual try-on

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nota stylestar: sembra che la RAI sta seguendo la stessa strada di e-motional (e-motional è una “TV demand, connessa e interattiva”!).

Il convegno Comunicazione e tecnologia ‘Le nuove frontiere della tv’ organizzato oggi, 14 ottobre, dal capitolo italiano dell’IAA nella sede Sipra in Corso Sempione a Milano è stata l’occasione per fare il punto sull’evoluzione della televisione spinta dall’onda dell’innovazione tecnologica.

A tracciare l’identikit del nuovo volto della tv è stato Alberto Morello, direttore centro ricerche Rai di Torino.

La televisione dalla metà degli anni ’50 fino a qualche anno fa non sembrava essere cambiata molto, con le sue tre reti Rai pubbliche lagate al pagamento del canone, le reti private Mediaset che dalla pubblicità traggono la principale energia. Recentemente, tuttavia, è arrivata una forte spinta all’innovazione, proveniente dalla tecnologia, dalle reti on demand e dal digitale, che sono approdate in tv e ne hanno cambiato il volto. Oggi in televisione si vedono le reti nazionali, le reti satellitari, i programmi on demand e si naviga in internet.

Nasce la broadband television, una tv ibrida che corre lungo la banda larga internet e trasmette programmi televisivi on demand. Gli utenti, grazie ai nuovi apparecchi che oltre a ricevere segnali broadcast sono dotati di connessione web, cambieranno le modalità tradizionali della fruizione televisiva, scegliendo da un menu i programmi superando i limiti temporali della loro messa in onda.

Un grande opportunità per i broadcaster, che tuttavia, come fa notare Morello, porta con sè anche alcuni rischi nel controllo di quando trasmesso sullo schermo televisivo. Infatti, l’accesso a internet in televisione aprirà la via all’arrivo sullo schermo di nuovi contenuti provenienti da parti terze, quali, ad esempio, gli utenti in rete. Portando in primo piano questioni legali e di business. I broadcaster, infatti, devono rispettare un rigido quadro legislativo redatto dal World Broadcasting Union che impone il rispetto dei minori, l’obbligo di fornire servizi addizionali come i sottotitoli e rigide norme nel controllo dei contenuti pubblicitari all’interno dei programmi televisivi. La possibilità dell’approdo sullo schermo di ulteriori contenuti e nuove forme di pubblicità quali i banner, indipendenti dai broadcaster, introduce elementi di novità nel modello di business composto da canone e introiti pubblicitari e genera nuove questioni di responsabilità che dovranno trovare un preciso inquadramento normativo.

La tv del futuro sarà per certi versi più complessa, perchè multipiattaforma e con un’offerta ancora più ampia di contenuti, a cui si potrà tuttavia avere accesso attraverso un’unica piattaforma tecnologica e con una modalità che vede l’affermazione del 3D. Entro il 2011, infatti, arriveranno sul mercato schermi altamente tecnologici provenienti dalle principali marche, da Sony a Samsung. Quel che resta da vedere, tuttavia, è come la nuova televisione con le sue grandi potenzialità sarà controllabile nei contenuti, nelle modalità di fruizione e nella pubblicità. Internet on demand, inoltre, potrà supportare milioni di utenti televisivi attivi contemporaneamente?

Elena Colombo

SOURCE: advexpress.tv

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Post tags: 3D, advexpress.tv, Alberto Morello, broadband television, broadcaster, e-motional, Elena Colombo, IAA, interattiva, Internet, Mediaset, Morello, multipiattaforma, on demand, Rai, Samsung, Sipra, Sony, tv del futuro, World Broadcasting Union

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Due minuti e 45’ per raccontare l’ e-(motional) commerce e l’essenza di Style Star: questo il video in realizzato in 3D dalla Square di Milano, che fa parte del gruppo Mediacontech del quale fa parte anche Mikros Image (Parigi), vincitrice di un premio oscar a Los Angeles 2010 con il cortometraggio di animazione 3D “Logorama”.

Il mondo di Style Star è un ecosistema nella galassia della rete, per questo- dice Cristian Jezdic supervisor di Square -  sono partito dall’infinito  www, www, www….mentre l’immagine di Style Star si fa più nitida e appare all’improvviso in primo piano una superficie scintillante, tutta da scoprire.

Per  enfatizzare la forza innovativa  di questo progetto,  ho esaltato il claim , “the wave of innovation”, l’onda che scompone e ricompone come un mondo in costante divenire, il logo style star, e segni che materializzano, come particelle portate dal  vento dell’innovazione, alcuni simboli della moda, del lusso, del lifestyle e della tecnologia, che fanno parte dell’e-commerce di Style Star.

I quattro punti cardinali di questo mondo immaginario e virtuale sono : L’emotional shopping, Technology & New media, Short Movie, Fashion and Luxury tenuti insieme da fasci di luce mentre la farfalla di MSN, attraversa la galassia di Style Star portando il messaggio a milioni di utenti, collegati dalle nuove tecnologie, dai social media, e dalla comunicazione peer to peer.

Un brevissimo accenno ad alcuni short movie realizzati da marchi leggendari quali Chanel, Louis  Vuitton e Ferragamo, per ricordare i primi protagonisti di Style Star a Venezia 2009 e i Pionieri del Corto di moda, dal quale Style Star parte per introdurre un  nuovo concetto di comunicazione che personalmente mi affascina molto nel quale credo.

Nel finale, una  visione del prossimo futuro : Project Natal XBox, ed altre tecnologie  provenienti dall’Envisioning Lab di Redmond diretta da Ian Sands, per sottolineare che Style Star scommette sulle tecnologie  Microsoft.

L’ultimo frame riporta tutto all’interno del “pianeta” Style Star, quasi a ricordarci che ormai basta un clik per accendere o spegnere un mondo senza confini dove la convergenza tra reale è virtuale è sempre più stretta.

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Post tags: 3D, Cristian Jezdic, e-(motional) commerce, e-commerce, emotional shopping, Envisioning Lab, fashion, Ian Sands, Logorama, luxury, Mediacontech, Microsoft, Mikros Image, MSN, project natal, Redmond, Short Movie, Square, the wave of innovation

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A new Dior commercials by Sofia Coppola uses Augmented Reality tools.

via style.com

Photo: Courtesy of Parfums Christian Dior

It looks like Alice in Wonderland-themed cosmetics ranges aren’t the only way the 3-D movie spectacular has infiltrated the beauty world. Dior has just released a new “augmented reality” Web site for its Miss Dior Cherie perfume to bring the popularity of three-dimensional technology to fragrance. The idea is to provide a live direct or indirect view of a physical real-world environment with elements that are enhanced by computer-generated imagery. In this case, the physical real-world environment is a colored picture of the Dior fragrance ad that you can print out from your computer. Once it’s printed, you simply hold it up to your Web cam to reveal a pop-up book version of the image on your screen. From there, all the newly visible elements are clickable, including a bouquet of flowers that leads you to information about the feminine eau’s floral notes (which include violet, pink jasmine, and strawberry leaves) and a camera icon that takes you to a cut of Sofia Coppola’s fantastically happy commercial for the scent starring Maryna Linchuk. The short film itself is not in 3-D, unfortunately, but we would happily don a pair of those black-rimmed, cornea-bending glasses to watch its scenes of candy-colored macarons and warm Parisian sunlight jump out right in front of our face. Virtual reality can be oh-so satisfying.

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Post tags: 3-D movie, 3D, Augmented Reality, Christian Dior, Dior, Maryna Linchuk, Miss Dior Cherie, Sofia Coppola, Virtual reality

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Grazia publishes 3D issue.

The women’s glossy magazine features augmented reality codes, with music and 360-degree views of spring fashions.

Bauer Media’s women’s fashion glossy Grazia will jump on the 3D bandwagon today with an augmented reality issue featuring Florence and the Machine singing and dancing on the front cover.

The “walk-in, talking Grazia” will feature augmented reality (AR) codes throughout the issue, activated by holding the magazine up to a webcam or iPhone.

As well as a virtual performance by Florence and the Machine singing You’ve Got the Love, it will offer readers a 360- degree view of the latest spring fashion trends. Grazia’s editor-in-chief, Jane Bruton, described the effect as “stunning”.

The issue was created by Bauer and the interactive creative agency Wardenclyffe. The magazine is offering readers a guide to the new technology at graziadaily.co.uk/3D.

An iPhone app will unlock further special features, including the ability to “spin Florence around by blowing into your iPhone and take a picture of her in any location”, said Bauer.

Teaser for Grazia’s 3D edition.

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Post tags: 3D, Augmented Reality, Bauer Media, Grazia, iPhone

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Style Star at the NRF Conference in New York with Microsoft and Avanade

Moda e Tecnologia, Microsoft and Avanade will be at the National Retail Federation’s NRF 99^th Annual Convention & Expo at the Jacob Javits Center in New York from January 10 – 12

with a Style Star lounge, booth 100

Because fashion and luxury goods are intrinsically tied to identity for many people, retailers are constantly looking for better ways to create a strong emotional connection to the brand and more actively engage consumers.  Moda e Tecnologia, Microsoft, Accenture and Avanade have developed an offering that helps fashion retailers create immersive interactive experiences with consumers across both real world and virtual channels.

After 60 years, the fashion and luxury landscape is undergoing significant change. Runway shows no longer seem the only way to promote fashion in the globalized, technological new world of the 21st century, and the fashion and luxury consumer is no longer seen as a target but as an individual demanding participation, exchange and co-creation. Forward-thinking, visionary luxury brands such as Louis Vuitton, Dior, Chanel, Prada, Tod’s and Ferragamo are experimenting with new forms of brand communication and promotion for a mix of digital and traditional media, including cinematography and short film vignettes.

“Style Star offers a new way of communicating and selling fashion and luxury goods to consumers by combining interaction with emotion across digital marketing, ecommerce, customer relationship management (CRM) and Web services,” said Marina Garzoni, President of Moda e Tecnologia and founder of Style Star.  “Moda e Tecnologia and Microsoft developed the Style Star MSN format melding fashion and cinema that directly reaches out to consumers and amplifies the advertising and promotional reach of the fashion and luxury industry’s short film production and promotional efforts.”

In addition, at the NRF Conference Moda e Tecnologia, Microsoft and Avanade are showing how fashion and luxury goods retailers can drive strong brand messages through multiple channels, including real world, digital and social media.  This approach brings new technologies to fashion for a more immersive consumer experience.  The offering was first previewed in Italy at the Venice Film Festival and Milan Fashion Week in September.

“Luxury brands are actively exploring immersive new ways to communicate with their public.  I found Style Star to be a very positive experience that allowed me to communicate the message to many through a new combination of technology, fashion and film,” said Edoardo Winspeare, Director of the Louis Vuitton short movie Les Noces de Papier (http://donne.it.msn.com/stylestar/video.aspx).  “A new era is coming.  People are asking for more authenticity and interaction.  They wish to participate and share their emotions.  Louis Vuitton understands the importance of this powerful new phenomenon and I appreciate the freedom I was given to express their message.  I was honored to be part of the first Style Star event during the 66^th Venice Film Festival with Louis Vuitton, Chanel and Ferragamo.”

Since September, major retailers in Europe have shown interest and are exploring Style Star solutions.  These include new ways to drive a unified brand message across multiple channels, including real world, digital and social media combined with an immersive new way to drive commerce.  As a result, Style Star generates greater brand visibility, attracts existing and new customers, increases sales and boosts customer loyalty.

“Emerging technology has expanded the relationship between the brand experience and the consumer by providing a 360-degree way of communicating through both virtual and real world channels, providing a connected consumer experience”, said Garzoni. “Style Star provides a whole new way to engage customers in interactive formats such as mobile, web, Surface, cinema and 3D. This builds a strong emotional connection to the overall brand and products.  Retail brands can take advantage of Style Star to excite their customers, amplify their promotional efforts and showcase their creativity and innovation.”

Thanks also to collaboration with Leo Burnett, the official communication agency of Style Star, and Microsoft MSN, Style Star now will span both the real and the virtual digital worlds.

“Style Star is an immersive experience for the fashion industry with strong appeal that connects consumers more directly to the latest trends.  Fashion and luxury brands embrace innovation and pride themselves on being leaders for the international scene.  We are evaluating this new concept which we believe represents what is next in advertising,” said Enrico Dorizza, Creative Director for Leo Burnett.

“We believe that today more than ever, having seen the economic link and the changes that are taking place, there is a need in the fashion and luxury world to explore potential of the mix of fashion, cinema and the technology and the impact it can have on the future of the industry,” said Garzoni.

About Style Star

Style Star launched in Italy at the 66^th Venice Film Festival and the Milano Fashion Week in September with Marina Garzoni, President and Founder of Moda e Tecnologia, with Microsoft.

The concept is a new way of communication and selling to fashion consumers combining interaction with emotion across digital marketing, ecommerce, CRM and web services.

Style Star is an innovative format, with interactive fashion vignettes, cinema and MSN which amplifies the advertising and promotional reach of the fashion and luxury industry through short film vignettes.

For more information, go to www.stylestarfestival.com or contact us at press@modatecnologia.com

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Post tags: 3D, 66th Venice Film Festival, Accenture, Avanade, brand, Chanel, co-creation, connected consumer experience, Creative Director, CRM, Dior, ecommerce, Edoardo Winspeare, Enrico Dorizza, Expo, fashion, Ferragamo, Leo Burnett, Les Noces de Papier, Louis Vuitton, Marina Garzoni, Microsoft, MSN, National Retail Federation, NEW YORK, NFR, Paula Paravecchio, Prada, retailers, social media, Surface, Tod’s, virtual channels, Web services

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