For the Rio 2016 Olympic Games, Armani, the esteemed Italian fashion house, served as the official technical apparel partner for the Italian Olympic team. The unveiling of the team’s new athletic suits was not merely a presentation, but a meticulously crafted, immersive experience. The launch event transcended traditional fashion shows, featuring a groundbreaking new media performance that transformed the stage into a dynamic canvas.
At the heart of this spectacle was an emotionally resonant body projection performance. This innovative display saw the athletes themselves step into the role of performers, their physical forms becoming the focal point of a breathtaking visual narrative. Through the strategic use of projection mapping, lighting, and sound, the athletes’ movements were amplified and reimagined, creating a mesmerizing interplay between human physicality and digital artistry. The performance captured the essence of athleticism, dedication, and national pride, weaving a powerful story that resonated deeply with the audience.
The event effectively blurred the lines between fashion, sport, and technology, showcasing Armani’s commitment to innovation and its ability to create compelling, multi-sensory experiences. The athletes, for one night, were not just models displaying apparel, but the very embodiment of the Italian Olympic spirit, their bodies serving as conduits for an unforgettable artistic expression.
Client Coni – Armani
Date 2016
Credits Giulio Pernice for creative coding
