Galleria Sierra-Madre – Where Heritage Meets the Metaverse

Abstract

In just a few years, technology, telecommunication, and digital environments experienced an acceleration rate never seen before, being the Covid-19 crisis a critical factor in the inclusion of technologies in daily life, its rapid development, and after all, the role of modern technology plays in a society shaped by digital adoption. During the pandemic, industries and consumers in all sectors and regions migrated to the digital environment, meeting many new demands and responses much more quickly than before the crisis. Moreover, these demands are considered lasting solutions due to their digital nature, versatility, and accessibility. The digital leap during the pandemic greatly impacted technology development and digital workflow inclusion for different fields, especially regarding the interaction between industries and consumers in scenarios where physical presence is impossible. On the other hand, in 2019, the inclusion of new real-time rendering techniques and the rise of XR technologies led game engines to explore different applications in the matter of immersive tech, virtual and augmented reality

and the merging of industries of all ranges, from medical, military, architecture, automotive to cinema, entertainment and fashion. Alongside recent advances, the dynamic digital symbiosis formulated innovative concepts such as Metaverse, digitalization, web3.0 e-commerce, cryptocurrency, and virtual spaces, among others. Galleria Sierra-Madre is a project that probes the possibility of digital fashion experiences for e-commerce on the Metaverse. As a case study, the project approaches an experimental perspective of brand digitalization of Martex – an Ecuadorian knitwear brand that focuses on heritage garments – by showcasing their last collection in virtual format. The project proposes an aesthetic VR journey portraying not only the garments but the values and philosophy of the brand and the rich cultural story behind the Sierra-Madre collection. The project is an approach to the inclusion of digital workflows and VR into the Latam fashion industry through immersive technology to engage users in interactive digital experiences supported by storytelling, branding, and UX/UI.