NEX: A confluence of virtual fashion and reality
People are gradually migrating various aspects of the real world into the realm of the virtual. Presently, the application of fashion brands to virtual fashion mostly remains limited to replicating reality, with the inherent value of the virtual world itself largely encapsulated within the notion of novelty. This project endeavors to utilize gaming as a medium to explore the increasingly blurred boundaries between the virtual, the real, and the individual, while also delving into opportunities for a mutually beneficial commercial model.
NEX serves as a third-party service platform, offering a form of personalized custom plugins embedded within gaming products. Dissimilar to conventional "personalization" where users select from predefined options, NEX generates unique fashion products for each user by leveraging their individual traits such as personality, experiences, and emotions through computer algorithms. Simultaneously, it bridges the gap between the virtual and the real by materializing these virtual fashion entities, thus effectuating a tangible mirror from the virtual to the real. In collaboration with Kering and Need for Speed, this project aims to stimulate the dynamic vitality that exists between the virtual and the real, as well as between different domains.
How fashion redefine itself in the blurred boundaries of industries?
Digital technology is continuously promoting the integration of the real world and the virtual world. The intersection is creating new scenarios or life styles, as well as needs and opportunities for various industries. How could fashion drive this blurring in its own particular ways?
Different from the past, consumers want more flexible products and immersive self-organization community (DAO).
In the current landscape, where technology has yet to attain the pinnacle of flawless virtual experience, the mere conversion of offline experiences into virtual ones is gradually losing its novelty. The realm of virtuality must discover its distinct value, and enterprises must navigate the terrain of blending individuality, virtuality, and physicality to explore mutually enriching business models.
NEX
NEX is a service platform offering corresponding kinds of personalized custom plugins embedded within different kinds of cultural games.
Application Scenarios in Need For Speed
| The game Need For Speed and car racing culture is taken as one example to demonstrate user experience |
Assisted by AI drawing
The plugin provides a new space for players to explore. Players can create fashion products beside the shelves of different blocks for different kinds of race-related accessories, including wheels, racing suits, helmets, models, engines, etc.
After starting to create, the player first draw his/her soul shape, which will become the unit base shape for the later creation.
The player sets his/her personality, while the shape of the creation changes accordingly. The personalization is still limited under certain basic rules according to the design of a real wheel. For example, it must be central symmetry, it needs full support on the edge, and a hollow in the middle.
After the customization is done, press ‘Start Manufacturing’. Loading time varies depending on how easy it is for the customized shape and materials to be manufactured in real production. Meanwhile, on the right side of the interface, the practicality of the product will be evaluated according to FEA analysis, etc., and relevant knowledge will be displayed. Although this popularization of science does not have much impact on fashion aesthetics, it provides players with real knowledge of the racing field in a subtle way.
The creation can be applied into different categories of products. In addition to own the assets in the game, players can also purchase physical versions in reality.
Game avatars wearing different creations.
Players will have their own collection room within the game, and free to open to public for other players to visit, chat, and exchange/deal.
Offline pop up stores will also open for products display, customization and purchase.
Through the above process, the fashion creation completes a transition from individual to virtual, from virtual to physical world, meanwhile builds and enhances the racing cultural community.
Business Canvas
Generation Process
User Journey Map
For different games, depending on the specific game feature/culture,
different personalized
customization experiences will be provided.
For example...
Map exploration game
Generate different looks based on the cultural characteristics of the unlocked map region
Generate different looks based on the cultural characteristics of the unlocked map region
Card collecting game
Generate different looks based on the blend of your preferred character features
Generate different looks based on the blend of your preferred character features
Plot game
Generate different looks based on the story experiences of your character and your choices during the gaming process
Generate different looks based on the story experiences of your character and your choices during the gaming process
Team Member ︎
Yi Song
Yi Song
Special Thanks ︎
Kering | Simon Colins
Kering | Simon Colins