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X-Ray Fashion | VR Installation and Documentary
In 2017, the World Bank's climate organization, “Connect4Climate” broadcast an international pitch competition called “Uniting4Climate”, where filmmakers from around the world were invited to come up with suggestions on how to use virtual reality (VR) to explain and focus on a known climate problem. The core challenge was to design a digital solution, where VR was used to provide new insight into climate issues, either by exploring different climate solutions or / and most importantly, helping people realize the reality and seriousness of global climate crisis. This is the background for the creation of the VR installation and documentary, X-Ray Fashion. Danish I 2017 udsender verdensbankens klimaorganisation “Connect4Climate” en international pitch konkurrence kaldet “Uniting4Climate”, hvor filmskabere fra hele verden bliver opfordret til at komme med forslag på hvordan man kan benytte virtual reality (VR) til at forklare og sætte fokus på et kendt klimaproblem. Kerne udfordringen var altså at designe en digital løsning, hvor VR blev brugt til at give ny indsigt i klimaproblematikken, enten ved at udforske forskellige klimaløsninger eller/og vigtigst af alt, at hjælpe folk med at indse realiteten og alvoren af global klimakrise. Dette er baggrunden for tilblivelsen af VR installation- og dokumentaren X-Ray Fashion. Normalt når snakken omhandler klimaforandringer, så falder samtalen ofte på problemer som smeltende gletschere, regnskove der bliver fældet eller tørke i udlandet. Disse er selvfølgelige relevante klimaproblematikker, men de foregår alle sammen så langt væk fra vores hverdag (ihvertfald i Danmark), og det er derfor ofte svært for almindelige mennesker at se og føle et ansvar. Der er dog et andet relevant klimaproblem meget tættere på os alle sammen, nemlig fashion. Lige meget hvem du er, eller hvor du er fra, om du går op i fashion trends eller ej, så har alle en holdning til det tøj de står og vælger at tage på hver dag. Fashion og stil er vigtigt for mange af os, men når man inkludere produktion, transport, salg og spild, så er fashion industrien faktisk en af de største forurenere i verdenen. Her så de unge danske XR skabere Maria Herholdt Engermann og Signe Ungermand, fra XR virksomheden MANND, en oplagt mulighed for at vise evner og talent i et ambitiøs projekt, der skulle få samtalen og diskussionen op at køre, ved at lave en VR oplevelse der fortæller netop denne historie. Inspireret af dokumentaren “The True Cost”, og kombineret med MANND’s tidligere erfaring og specialisering i at skabe VR installationer, kom Signe og Maria op med et innovativt koncept, der mixer både det virtuelle med det fysiske i en unik VR oplevelse kaldet “X-Ray Fashion”. Målet var at skabe en oplevelse der ville føles så realistisk for publikum, at det virkelig ville gøre indtryk, og at de dermed ville have lettere ved at tage budskabet til sig og ændre forbrugervaner. X-Ray Fashion er en VR installation der viser den mørke side af tøj produktion i fast fashion industrien. Som publikum bliver du inviteret på rejse ind i det forunderlige virtuelle, til både at se og føle alle stadier af tøjproduktion. Det vil sige lige fra det glamourøse catwalk show i New York, til den mørke sweatshop i Indien og til efterlivet af tøj der ender på store lossepladser. Denne VR oplevelse er en øjenåbner der lægger op til debat, og starten på ændrede forbrugsvaner verden over. VR er i forvejen kendt for at være særlig god til at skabe empati og til at give indlevelsesrige oplevelser. Det er et medie, der tillader at publikum kan prøve ting de ellers aldrig ville have haft mulighed for at prøve i det virkelige liv. I X-Ray Fashion er det fx at få lov til at rejse jorden rundt, og se og mærke tøjproduktionen på egen krop. MANND har tidligere arbejdet med at kombinere taktile effekter med det virtuelle i VR, i forbindelse med skabelsen af VR installationen/filmen Separate Silences (premiere Cannes Film Festival, 2017). Her arbejdede MANND med Sense of Embodiment teorier af den britiske forsker Mel Slater (Barcelona), for at optimere følelsen af tilstedeværelse i VR. Afgørende erfaringer fra skabelsen af Separate Silences gjorde det klart, at en VR installation var den bedste og eneste rigtige måde at fortælle historien i X-Ray Fashion på. At tilføje taktile effekter til VR gør, at publikum har en meget stærkere oplevelse, og det var målet. Visionen var nemlig at skabe en oplevelse, der ville føles så virkelig som muligt, så publikum virkelig følte at de rigtig havde stået i en forurenet flod i Indien, og set de giftige kemikalier bl.a. at mærke vandet og dufte kemikalierne. Hvis publikum har følt at de i virkeligheden har været disse steder, så tager de også budskabet til sig på en anderledes måde, dybere end hvis de blot havde læst om det eller set det i nyhederne, og er dermed også mere tilbøjelige til at ændre forbrugsvaner. X-Ray Fashion vandt den internationale klima konkurrence i efteråret 2017, blev sat i produktion i foråret 2018 og havde sin premiere på La Biennale Venice Film Festival samme år. Siden premieren i 2018 har X-Ray Fashion været vist på flere forskellige A-listede events over hele verdenen såsom: fashion konferencer i USA og Europa, en UN konference i Kenya, i Doha ved Qatar Museums og senest på en kunstfestival i Egypten og SXSW i Austin, Texas. Oplevelsen har altså været vist til et stort og alsidigt publikum. Fælles er, at hvor end oplevelsen bliver udstillet, så formår den altid at inspirere, forundre og forandre. MANND står selv for distributionen, og det betyder at MANND har været med ude hver gang oplevelsen er blevet udstillet, og har derfor også vidnet mange forskellige stærke reaktioner fra publikum. Et par eksempler er bl.a., at nogle publikummer bliver så berørte af oplevelsen, at de kommer grædende ud af VR brillerne. Andre sidder for sig selv, mens de er i VR, og hvisker og undskylder til de virtuelle karaktere fx kvinden der fortæller om sit liv i sweat shoppen. Andre publikummer tager billeder og videoer, og deler deres oplevelse på sociale medier og beskriver hvordan de fysiske oplevelser stadig sidder i dem. I 2019 blev X-Ray Fashion udstillet på QM Gallery, Al Riwaq i Doha, Qatar fra d. 1-21 april, og gennem denne periode var der i alt 691 besøgende ved VR installationen. QM Gallery lavede en rapport og undersøgelse af gæsternes oplevelse med X-Ray Fashion, og resultatet var som følgende: gæsterne var mellem 13-70 år, 41% mænd og 59% kvinder. 63% af gæsternes motivation for at prøve X-Ray Fashion var “to have an emotional, moving or inspiring experience and to improve their knowledge”. Da publikum blev spurgt ind til deres følelser efter oplevelsen, var resultatet at over 80% svarede at VR oplevelsen havde ændret noget hos dem enten mening, ideer eller viden, og at de følte at oplevelsen var meget relevant for de tider vi lever i. X-Ray Fashion har gennem de sidste fire år haft flere tusind fremvisninger, og trods dens længde af blot 15 minutter, vil vi hos MANND bestemt mene at der er evidens for at denne VR oplevelse er med til at inspirere og forandre verden til det bedre. English (Google translate) In 2017, the World Bank's climate organization “Connect4Climate” broadcast an international pitch competition called “Uniting4Climate”, where filmmakers from around the world were invited to come up with suggestions on how to use virtual reality (VR) to explain and focus on a known climate problem. The core challenge was to design a digital solution, where VR was used to provide new insight into climate issues, either by exploring different climate solutions or / and most importantly, helping people realize the reality and seriousness of global climate crisis. This is the background for the creation of the VR installation and documentary X-Ray Fashion. Usually when the talk is about climate change, the conversation often falls on problems such as melting glaciers, rainforests being felled or droughts abroad. These are of course relevant climate issues, but they all take place so far away from our everyday lives (at least in Denmark), and it is therefore often difficult for ordinary people to see and feel a responsibility. However, there is another relevant climate problem much closer to all of us, namely fashion. No matter who you are or where you are from, whether you go up in fashion trends or not, everyone has an attitude to the clothes they stand and choose to wear every day. Fashion and style are important to many of us, but when you include production, transportation, sales and waste, the fashion industry is actually one of the biggest polluters in the world. Inspired by the documentary “The True Cost”, and combined with MANND's previous experience and specialization in creating VR installations, Signe and Maria came up with an innovative concept that mixes both the virtual with the physical in a unique VR experience called “X- Ray Fashion ”. The goal was to create an experience that would feel so realistic to the audience that it would really make an impression, and that they would thus have an easier time absorbing the message and changing consumer habits. X-Ray Fashion is a VR installation that shows the dark side of clothing production in the fast fashion industry. As an audience, you are invited on a journey into the marvelous virtual, to both see and feel all stages of clothing production. That is, right from the glamorous catwalk show in New York, to the dark sweatshop in India and to the afterlife of clothes that end up in big landfills. This VR experience is an eye-opener that sets the stage for debate and the start of changing consumption habits worldwide. VR is already known for being particularly good at creating empathy and providing empathetic experiences. It is a medium that allows the audience to try things they otherwise would never have had the opportunity to try in real life. In X-Ray Fashion, for example, you are allowed to travel the world and see and feel the clothing production on your own body. MANND has previously worked on combining tactile effects with the virtual in VR, in connection with the creation of the VR installation / film Separate Silences (premiere Cannes Film Festival, 2017). Here, MANND worked with Sense of Embodiment theories by the British researcher Mel Slater (Barcelona), to optimize the sense of presence in VR. Crucial experience from the creation of Separate Silences made it clear that a VR installation was the best and only right way to tell the story of X-Ray Fashion. Adding tactile effects to VR makes the audience have a much stronger experience, and that was the goal. The vision was to create an experience that would feel as real as possible, so that the audience really felt that they had really stood in a polluted river in India, and seen the toxic chemicals, among other things. to feel the water and smell the chemicals. If the audience has felt that they have in fact been to these places, then they also take the message in a different way, deeper than if they had just read about it or seen it in the news, and are thus also more likely to change consumption habits . The vision was to create an experience that would feel as real as possible, so that the audience really felt that they had really stood in a polluted river in India, and seen the toxic chemicals, among other things. to feel the water and smell the chemicals. If the audience has felt that they have in fact been to these places, then they also take the message in a different way, deeper than if they had just read about it or seen it in the news, and are thus also more likely to change consumption habits . The vision was to create an experience that would feel as real as possible, so that the audience really felt that they had really stood in a polluted river in India, and seen the toxic chemicals, among other things. to feel the water and smell the chemicals. If the audience has felt that they have in fact been to these places, then they also take the message in a different way, deeper than if they had just read about it or seen it in the news, and are thus also more likely to change consumption habits . X-Ray Fashion won the international climate competition in the fall of 2017, was put into production in the spring of 2018 and premiered at the La Biennale Venice Film Festival the same year. Since its premiere in 2018, X-Ray Fashion has been shown at several different A-listed events around the world such as: fashion conferences in the US and Europe, a UN conference in Kenya, in Doha at the Qatar Museums and most recently at an art festival in Egypt and SXSW in Austin, Texas. The experience has thus been shown to a large and versatile audience. Common is that wherever the experience is exhibited, it always manages to inspire, amaze and change. MANND is responsible for the distribution, and this means that MANND has been out every time the experience has been exhibited, and has therefore also witnessed many different strong reactions from the audience. A few examples are, among other things, that some audiences are so affected by the experience that they come crying out of the VR glasses. Others sit to themselves while they are in VR, and whisper and apologize to the virtual characters, for example the woman who tells about her life in the sweat shop. Other audiences take pictures and videos, and share their experience on social media and describe how the physical experiences still sit in them. In 2019, X-Ray Fashion was exhibited at QM Gallery, QM Gallery made a report and study of the guests' experience with X-Ray Fashion, and the result was as follows: the guests were between 13-70 years old, 41% men and 59% women. 63% of the guests' motivation to try X-Ray Fashion was "to have an emotional, moving or inspiring experience and to improve their knowledge". When the audience was asked about their feelings after the experience, the result was that over 80% answered that the VR experience had changed something in them either meaning, ideas or knowledge, and that they felt that the experience was very relevant to the times we live in. Over the last four years, X-Ray Fashion has had several thousand screenings, and despite its length of just 15 minutes, we at MANND will definitely believe that there is evidence that this VR experience helps to inspire and change the world for the better. . Connect4Climate Giulia Braga Program Manager Francis Dobbs Senior Consulent MANND Maria Herholdt Engermann Founder & XR Experience Designer Samarbejdspartnere Francesco Carrozzini Instruktør Manyone Interactive Unity Development X-Ray Fashion / MANND Category: Creative Use Of Technology https://danishdigitalaward.dk/project/x-ray-fashion/