Fashion. Tech. Hot nerds unite, and then get photographed.
Last night we had the opportunity to hit up Ubergizmo’s Digital Summer 2010, held at Temple in San Francisco. The event on its own was a celebration of up-and-coming fashion, technology, photography, and all out techie goodness that is the lifeblood that pumps through San Francisco’s 21st century veins.
Let me set the scene for you.
Upon entering the venue, and passing the trademark Buddha statue, the place was an explosion of lights, photography and fashion. Wandering the periphery, you see display booths featuring the latest and greatest in emergent technology. Diving headfirst into the event you experience fashion firsthand as you have the chance to visit any one of the makeup stations, get photographed with a studio photo-shoot by Eye-Fi, and then have the pictures uploaded in real-time on screen. Lights, camera, fashion—you are an instant celebrity. And now you need some champagne.
First stop: Lights…
The first place we stopped was at Intel’s station featuring their Augmented Reality technology. It is hard to tell whether or not we happened to stop there, or if we were drawn to it. My suspicion is of the latter, as we were utterly mind-blown by what we saw.
Augmented Reality is the latest in shopping culture and technology. Jose Avalos, who was representing Intel Corporation, described Augmented Reality as sort of an “interactive store window” that would most likely be emerging on the scene with particular branded retailers. Think Diesel or Max Mara and then multiply it.
To an untrained observer like myself, the first thing you would notice is the display: a two-part window that is one part glass and one part computer screen. The computer screen features designer collections that you can browse through, almost like interactive online shopping, offering inspiration to the fashion literate and to the rest of us. The interface is that simple.
Now here comes the really fun part: The glass window is where you can build your own virtual shopping bag. It uses interactive technology, powered by a projector that allows you to browse the store inventory even before you enter the store. No more tracking down hurried sales associates to ask if they carry a particular item in your size or shade. This is technology that keeps you, the consumer, in mind, not to mention your long-suffering, bag-carrying significant other, who is likely to be as amazed by the graphics as you are.
And what about if you are not the only interactive shopper wandering by that day? Intel has got you covered… The large screen allows for a multiple user interface, so that you don’t have to fight for a spot in front of the screen. Picture shopping hubs of the future. Yeah, I’m excited too.
Next stop: Cameras… Fashion!
The Runway. Gearing up for the designer line-up, this place was packed. Pulsing with the energy of fashion hopefuls, the fashion curious, hangers-on, photogs, Johnny, me. All of us were crowded to see the up-and-coming of San Francisco techno-fashion. And we got it.
The inspiration for this year’s line-up was a send-up to San Francisco style, in a way that features plays on fabric and color. Each designer’s vision on what is current still aimed to keep consumers in mind, with natural, wearable fabrics. The idea was to “satisfy needs and minimize poverty”. Leave it to SF to stay fashion forward and globally conscious.
The line-up featured designers Sofie Olgaard, Harputs OWN, Jan Warnock, and Colleen Quen Couture. The lines ranged from chic, sophisticated neutrals to the glamour of the 1950’s. Some highlights were the men’s fashion—which tends to be underrepresented, and the re-imagining of Fashion Future from the usual stark metallics into one that is more whimsical and dreamlike, with lots of color.
The whole experience left us charged and inspired. And ready for another glass of champagne.
Some Highlights:
We were lucky enough to see make some incredible finds in the way of technology and fashion, but we were there only long enough to pay a cursory visit to each of the mind-blowing booths that warranted longer visits than we had time for.
One that definitely could have entertained for hours was Yanko Design, which is ranked the #1 design website, and rightly so. It features all that is captivating about design—photography, architecture, fashion, design concepts—and makes them interactive. You can literally buy inspiration there.
Let’s say for example that you are inspired by one of the many design concepts that you see on the website. Yanko takes that inspiration in mind and, per the suggestions of the readers, designs those art concepts into tangible elements for you to you own. For those of us who are lucky enough to have only moments of fleeting genius, well, those objects of inspiration are available for purchase on the website so that we, too, can bring home the conceptual art, and say to ourselves: “I only wish I had thought of this!”
A personal favorite was the pillow that is “stuffed” with a string of flexible light bulbs, for all of the under-the-blanket readers. Note: hide this from your children, and keep this for yourself.
And as we talk about highlights, it has to be mentioned that Digital Summer is also a great place to meet up-and-coming talent. One such talent is Sally Marie Hahn, a stylist and aspiring designer, who happened to be my fave act of the night, with an radiant style that set her apart even in a crowd of lasers, couture and flashing bulbs.
In all, Digital Summer had it all: fashion and technology inspired by and designed for the simple human. Together, we can do great things.
Fashion and Technology is a great marriage. The event should have included indidenim in sf. They make jeans with a denim fit .