Three celebrates 5G mobile roll out with a global fashion first at London Fashion Week
Three celebrates 5G mobile roll out with a global fashion first at London Fashion Week
- Tonight, Three will use its 5G* at London Fashion Week tonight with MA Fashion, Central Saint Martins to celebrate its 5G roll-out across the UK
- Its super-fast 5G will transform the fashion show into a truly immersive, multi-sensory experience for the whole audience, culminating with model Adwoa Aboah watching her digital-self walk the catwalk from the FROW (front row)
- Three’s 5G mobile will be available in 68 new locations across the UK from the end of February
Friday, February 14, 2020: Three will be showcasing its 5G superiority at London Fashion Week later today, providing a stunning glimpse into how 5G mobile will transform the catwalk of the future. A series of fashion firsts will be demonstrated at the prestigious Central Saint Martins MA Fashion show, featuring supermodel Adwoa Aboah, and all fuelled powered by Three’s 5G.
Through a combination of the latest video capture technology and Three’s 5G network, Adwoa Aboah, will enjoy a front row view of the latest college collections, before witnessing a high definition 3D of herself strutting down what appears to be an otherwise empty catwalk, in a look by upcoming graduate designer Paolo Carzana. The advanced technology will create a 5G fuelled digital model and an outfit that can also be viewed at any angle by those on the FROW through the latest 5G phones.
This is a nod to the future where models will be able to walk the catwalk for multiple shows around the world, simultaneously.
The 5G fashion first features within a fully immersive Three 5G fuelled fashion experience that awakens all the senses for the audience through accompanying technological effects. It includes spatial audio, haptics, a 46 metre projection the length of the runway, and scent, for a mesmerising experience.
Today’s show marks Three’s continued 5G roll out which sees its 5G mobile available in locations across the UK including London, Cardiff, Glasgow, Belfast, Manchester, Birmingham, Coventry and Nottingham** from the end of this month.
Dave Dyson, CEO at Three, said: “Today we are celebrating what is possible through 5G with a showcase of our ultra-fast 5G capabilities marking the next step in our 5G journey. The breath-taking, immersive audience experience is something that’s never been done before and we are proud to demonstrate it at such a prestigious global event. 5G is set to change the world for all of us and we can’t wait for our customers to start experiencing it.”
Jeremy Till, head of Central Saint Martins College, said: “As a leader in innovation, the partnership with Three allows us to go above and beyond, creating digital breakthroughs and fashion firsts. Our students are fascinated by the world of augmented reality and future innovation that is being driven by the benefits of 5G. Today technology and fashion will really come together, thanks to Three’s 5G, to create something truly showstopping on the catwalk.”
Connie Harrison, director specialising in immersive experiences, said: “Three’s 5G technology is allowing us to break away from traditional formats, to lead the way in creating experiences that audiences feel truly immersed in. Every audience member will wear headphones which will work alongside a large scale audio speaker array, a stunning giant 4K CG animation that stretches the length of the runway, haptics in every seat, scent, next level sound design and a virtual model – all working together to draw audiences into the MA students world. It should feel reflective, beautiful and moving. And, a first.”
Three is set to be the fastest 5G network in the country; Three’s customers will benefit from the vast 5G capacity and speeds that only Three can offer, enabling the best 5G experience possible. Three will provide peak mobile speeds of up to 2x faster than other telco operators due to its substantial 5G spectrum holding. All of Three’s new and existing customers will have access to 5G with no speed caps and at no extra cost on all contract, SIM only and PAYG mobile plans.
-ENDS-
Notes to Editors
All media enquiries to be directed to Three’s Press Office 3@itsprettygreen.co.uk / 0207 490 3449
NOTES TO EDITORS
Suggested image caption: Three’s ultra-fast 5G will transform the catwalk into a truly immersive digital experience during London Fashion Week, culminating in global model Adwoa Aboah walking the catwalk virtually. The image shows her becoming a digital, virtual and lifelike version of herself, ahead of Friday’s Central Saint Martins MA Show.
Thousands of fans will be able to view the ground-breaking show on Three’s Instagram – @threeuk and www.three.co.uk/5Gfashion
*ITU Global standard requirement for bandwidth to provide a full 5G experience is 100MHz.
** Full list of locations to be inserted and can be found at www.three.co.uk/5g
***The 3D volumetric version of Aboah was created in a volumetric studio, where Adwoa was captured from all angles using 106 synchronised cameras. This paves the way for the future where models will be able to walk multiple shows during fashion seasons across the world and thanks to 5G, consumers will be able to view the flow of fabrics and follow the movement of models freely and super close as if it were real-life, without even being there.
Connie Harrison –Director specialising in immersive experiences.
Connie specialises in creating immersive experiences that integrate spatial computing technologies. Connie works closely with an amazing team of specialists and is interested in making pieces that move people and feel good to be in. In 2018, Connie directed the show, Somnai, a game changing new format that mixed theatre with immersive tech and multi-sensory elements. Last spring she directed a three-day immersive theatre experience in the Arizona desert for H&M. Over the last year, Connie has created a three month in-store mixed reality experience and a multi-sensory Call of Duty experience for Three 5G. From 2011 to 2016 Connie was at Punchdrunk Theatre and previous to that spent many years in brand entertainment creating partnerships with the arts and culture sectors. Connie has just finished directing a multi-sensory VR documentary for The Stroke Association.
