Three launch world’s first 5G mixed reality catwalk at London Fashion Week featuring Lennon Gallagher
- Three has installed the UK’s first permanent live 5G installation at world renowned arts college, ahead of London Fashion Week, to help transform the future of fashion, art, design and performance
- Upcoming designer Gerrit Jacob is seen fitting model Lennon Gallagher with his mixed reality collection that reflects his inspiration, all fuelled by Three’s superfast live 5G network, which will appear in Friday’s world first mixed reality catwalk
- Lennon Gallagher will also lead the mixed reality collection at London Fashion Week’s MA show at Central Saint Martins on Friday, February 15
- From March, customers can experience the world’s first mixed reality catwalk in its flagship store, Oxford Circus, the only store in the UK which is 5G enabled
Friday, February 15, 2019: Three’s 5G network will debut at London Fashion Week to fuel the world’s first 5G mixed reality catwalk with the hotly anticipated Central Saint Martins MA Fashion show featuring world-renowned model, Lennon Gallagher. The opening collection of the show, created by one of the upcoming designers Gerrit Jacob, uses innovative start up Rewind and its Magic Leap mixed reality technology alongside Three’s 5G network, which will see the designer’s inspirations come to life on the catwalk and will remain installed for future use by the students.
The collection is an eclectic and colourful interpretation drawn from the 80s gaming arcades and fairgrounds scene, and this first experience of 5G brings these iconic themes visually to life in front of the fashion elite’s eyes, as they are truly brought into the mind of the designer.
The launch marks the UK’s first permanent consumer-facing 5G installation and is part of Three’s long-term creative partnership with Central Saint Martins. This will see the college’s 5,000 students accelerate the convergence of fashion, art, design, performance and technology. This includes the creation of a bespoke design-focused 5G laboratory featuring IOT (Internet of Things) hardware and other connected tech, to enable students to express their creativity in new ways through AR, VR and cloud computing. The creative collaboration will also give students the ability to create 5G enabled concepts and products to revolutionise the future retail store experience.
The evolution of 5G is predicted to transform everyday life based on its superfast speeds and low latency. It will enable VR live broadcasts, connected transportation, manufacturing, energy, security, smart city applications, environmental applications and a wealth of other wireless possibilities both inside and outside the home.
Shadi Halliwell, chief marketing officer at Three, said: “Today we are turning up the volume on 5G and bringing it to life for the first time in the UK, right here in the heart of the fashion world. By giving students access to the next generation of mobile technology, they will be able to push the boundaries of learning, innovation and sustainability to create in a way that’s never been possible.
“This is the first glimpse of the future and as we progress our roll-out throughout the next year we will see how it will affect and change everyday life for all our customers.”
Jeremy Till, head of Central Saint Martins College, said: ““The future of design and fashion is intrinsically linked with the evolution of tech and we are seeing more and more disruptive and innovative technologies shaking up the way the design and fashion industries operate.
“Our students are already picking up on the latest technologies and incorporating it in their work and the collaboration with Three’s 5G will turbo-boost this engagement with technology. We are sure that the ongoing relationship with Three will put our students at the forefront of long-term trends in design and fashion. It is an enormously exciting collaboration for both parties, and one which will allow our students to speculate on yet unheard possibilities in the creative use of 5G.”
Greg Furber, senior creative at Rewind, said: “5G allows us to deliver next-generation immersive experiences. It removes current limitations, allowing imaginations to run wild. The ultra-fast connection 5G provides enables off device rendering, synchronised experiences, and a whole host of other exciting possibilities. 5G unlocks the full potential of AR, MR and VR.”
Designer Gerrit Jacob, said: “My nine-piece collection was born out of a love for the retro, eccentric and wonderfully weird inspired by my experiences living in Hamburg. I’ve weaved in Three’s 5G fuelled mixed reality technology to create something exceptional for the catwalk and it is an honour to debut it with Lennon Gallagher in Friday’s London Fashion Week MA show.”
Connie Harrison, creative consultant at Magic Leap, said: “Magic Leap gives us the ability to create a special effects lens over the real world, live. It’s something a lot of people won’t have experienced before, and that feels exciting. Gerrit’s inspiration for his collection is very personal to him, but actually it’s something that will resonate with a lot of people. For me, the best mixed reality is one that pays attention to real and virtual, making them work together to create the illusion.”
Three will be capturing the world’s first mixed reality catwalk on Instagram – @threeuk – on the night.
From March onwards, customers can experience a taster version of the world’s first mixed reality catwalk in its flagship store, Oxford Circus London, the only store in the UK to be 5G enabled.
Suggested image caption: Lennon Gallagher will model the world’s first mixed reality collection fuelled by Three’s 5G on Friday, February 15, 9.00pm at London Fashion Week’s MA Show at Central Saint Martins and is seen being fitted by upcoming designer Gerrit Jacob.
Condensed photo caption:
Lennon Gallagher modelling the world’s first mixed reality collection fuelled by Three’s 5G ahead of London Fashion Week
Notes to Editors
Three is a communications company focused on connecting people to people, people to things and things to things.
Today, Three has more than 10 million customers who use over 3.5 times more mobile data than the industry average. Our network covers over 99% of the UK population.
Three has the UK’s leading 5G spectrum portfolio holding more than the rest of the industry combined. Three is the only operator able to meet the ITU 2020 standard for full 5G services.
Three was voted the Best Network for Data at the Mobile Choice Consumer Awards, as well as Best Network for Roaming by uSwitch, and the Best High Street Retailer at the Mobile Industry Awards.
Three has a Net Promoter Score of +13, the best of any UK network, alongside +18 score for Employee Net Promoter Score, reflecting a high level of employee engagement.
Three UK is part of the CK Hutchison Holdings Ltd group of companies which has mobile operations in 11 countries. We employ more than 4,000 people across our offices in Maidenhead, Glasgow and Reading and our 300 retail stores.
About Central Saint Martins
Central Saint Martins, UAL is internationally renowned for the creative energy of its students, staff and graduates. Its educational reputation across art, design and performance is demonstrated by the ever-growing achievements of its alumni. MA Fashion has an outstanding reputation sustained over three decades consistently establishing its influence on British fashion and globally through the careers of alumni that include Alexander McQueen, Alister Mackie, Charles Jeffrey Loverboy, Christopher Kane, Christopher Shannon, Craig Green, Halpern, John Alexander Skelton, Kim Jones, Matty Bovan, Mary Katrantzou, Masha Ma, Molly Goddard, Rejina Pyo, Richard Quinn, Sander Lak/Sies Marjan, Simone Rocha and many others.
Central Saint Martins is part of University of the Arts London (UAL) along with Camberwell College of Arts, Central Saint Martins, Chelsea College of Arts, London College of Communication, London College of Fashion and Wimbledon College of Arts.
This experience has been created in collaboration with Connie Harrison, Creative Director of Immersive Experiences and award-winning immersive content studio, REWIND.
About Gerrit Jacob
Gerrit’s collection is a colourful, visual narrative drawn from the world of bleak suburbia including arcade games, bowling alleys and fairgrounds. Starting with an examination of German working-class identity, his references range from funfair imagery, goalie masks, school uniforms to stuffed animals. Skull and tiger motifs, key symbols in his work, were drawn specifically for the collection by his close friend, Pierre-Louis Auvray, and will be brought to life within Three’s 5G fuelled Magic Leap experience.