In the dynamic world of fashion, technology’s footprint is increasing every day and very few designers in the world know how to combine the two – leveraging 3D printing – better than Anouk Wipprecht. The Dutch designer worked with Cirque du Soleil to create Elixir and Fragrance, a new set of tech-enhanced designs, which were presented during New York’s Fashion Week. The designs utilize Experience Management solutions from SAP (Qualtrics) to capture participant’s inputs and deliver custom-made beverages — cocktails and non-alcoholic drinks — and fragrances to the individual.
As SAP expanded its growing presence in the fashion industry, its technology hit the runway for the third time in September, showcasing the tech-enabled designs and a newly enhanced interactive runway app at New York Fashion Week (NYFW). Additionally, the Runway by SAP mobile app will again be incorporated in top designer Badgley Mischka’s runway show to create new ways for viewers to interact and provide real-time feedback during the shows.
Cirque’s tech-enabled designs based on unique input
At NYFW, SAP, Cirque du Soleil, and Anouk Wipprecht exhibited “Elixir” and “Fragrance,” two largely 3D printed customized designs that each include a dress and a suit and are centered around audience interactions to create the ultimate customer experience. Here’s how it works.
The experience begins when the participant first engages with the design. The participant interacts with the model and design through a tablet on their arm that takes them through a series of questions using the Qualtrics XM Platform. Feedback from the interaction is analyzed and feeds the exact experiential and operational data it needs to pick one of many expertly crafted beverages or fragrances for each guest.
After the questions are answered, the design starts to work. All fashionably hidden, through conveyor belts, pumps, and capsules secured by 3D printed harnesses and accessories, the beverage design blends different alcohols, fruit juices, and flavors to craft the perfect drink. The fragrance design combines different scents, creating a personalized fragrance with a custom label and delivering a world-class product and brand experience for users.
The designs not only make the beverages and fragrances quickly, but they are specifically catered to you. The designs know exactly what you need — a lavender-infused drink for when you are stressed, ginger-infused for more energy, or even the perfect fragrance you did not even know existed.
How it Works: Fragrance dress & suit
Upon interacting with the design via Qualtrics, capsules stored in the model’s 3D printed shoulder-pieces are then placed on a built-in conveyor belt at the model’s chest, filled with the respective ingredients and handed to the participant. The fragrance design prototype stores ingredients divided in head, body and base notes that allows for the possibility of several different mixes. Cirque du Soleil Entertainment Group worked with perfumer Laurent Le Guernec of International Flavors & Fragrances – an innovator of sensory experiences – to create the personalized fragrances.
“With our return to New York Fashion Week as the Official Software Solutions Partner, we wanted to bring a unique experience to consumers that shows the future potential of fashion, with the help of technology,” said Alicia Tillman, Global CMO of SAP. “So we teamed up with long-time partner Cirque du Soleil Entertainment Group to create one-of-a-kind tech-enabled fashion designs that are driven by interaction with consumers.”
How it Works: Elixir dress & suit
Upon interacting with the design via Qualtrics, the model then places a vial on the 3D-printed chest plate and the system then uses peristaltic pumps to combine the ingredients divided into bases, alcohols, and different flavors and dispense the tailored elixir: cocktail or non-alcoholic beverage – inspired by a mixology expert – based on the participant’s responses. The elixir design prototype stores ingredients divided into bases, alcohols and other flavors that allow for the possibility of several different mixes. Cirque du Soleil Entertainment Group worked with renown mixologist Fanny Gauthier to create the personalized elixirs: cocktails or non-alcoholic beverages.
“Innovation and creativity are part of Cirque du Soleil’s DNA, and we are excited to work with SAP as we challenge ourselves to come up with new experiences that will maximize the fan experience,” said Frank Helpin, Senior Director – Innovation, Cirque du Soleil Entertainment Group. “With costumes being such an integral part of our performances, New York Fashion Week is a great platform for us to show how FashionTech can provide a truly customized experience. SAP Qualtrics allows us to do this and we look forward to continuing to work with SAP to develop new, innovative experiences for our audiences.”