Hong Kong fashion group I.T is celebrating its 30th anniversary with an ambitious digital exhibition conceptualised by British architect Jamie Fobert.
The I.T 30th Anniversary Exhibition integrates a see-now-buy-now approach, merging live digital kiosks and a shoppable app into a fully immersive “authentic digital shopping experience”.
After debuting at Pacific Place over the weekend, the exhibition will move on to Shanghai next month and Beijing in December, before opening in Paris early next year.
For three consecutive days, customers got to see I.T’s collection of exclusive 30th anniversary online merchandise in a seamless omnichannel retail space.
The concept sees products brought to life in a physical shopping environment before an interactive digital backdrop, where exhibition-goers can experience the combination of fashion and technology.
Jointly curated by digital creatives Your Majesty and The Fabricant, the experience is described by an I.T spokesperson as “a diptych that marries the literal with the surreal”.
Pairs of digital screens originally presenting kaleidoscopic product renderings are activated by human motion, waking up a humanoid figure in a ‘parallel universe’.
I.T founder and CEO Kar-Wai Sham said the company is focused on creating “a seamless omnichannel experience that will define the future of fashion”.
“Taking a truly global perspective, we are significantly investing in digital technology, with the goal of becoming an international lifestyle tastemaker.
“I.T is driving a global strategy of innovation through an elevated digital proposition that includes personalised digital services that are new to this market. The customer is at the forefront of fashion. With these exhibitions, we want to open a dialogue with our advocates in a highly visual space that is as innovative as it is digital,” said Sham.
An opening party for the exhibition on Thursday night featured Korean supermodel Irene Kim and was attended by local celebrities including Wyman Wong, Kathy Chow, Mayao, Stephanie Au, Faye Tsui, Angel Chu, Angie Ng, Evelyn Choi, Gladys Li, Panther Chan and Karina Ha.
While the exhibition has moved on from Pacific Place, a range of products remains on sale online to mark the company’s anniversary, along with capsule collections.
I.T collaborated with many brands to offer a selection of exclusive merchandise. Fashion capsule collections come from more than 100 brands including Alexander McQueen, Chloe, Alexander Wang, Thom Browne, Acne Studios, A Bathing Ape and more. This offering will be solely available on ITeShop.