Collaborating with digital production agency Koffeecup, the new software streamlines the fashion designing process using gaming technology
October 22, 2020: Always at the forefront of digitization, British luxury fashion house Burberry has now teamed up with a digital production agency Koffeecup for an innovative software which will simplify fashion designing. The software uses gaming technology and merges it seamlessly with design to speed up the process of placing prints on fabrics.
With the help of this technology, the two-dimensional print will be placed on a 3D product template, consequently providing a real-time feedback and instantly displaying how the final product will look. An integral part of Burberry’s merchandising model and in the process of print engineering, the software enables a more sustainable, efficient and creative operation.
Mark Morris, Senior Vice President of Digital Commerce at Burberry, believes that this new software is a great example of digital innovation and cross-functional collaboration. He commented, “Our internal 3D development team, who built the successful games B Bounce and B Surf, saw an opportunity in how their technology could streamline a part of the product design process.”
Thomas Michelou, Managing Director at Koffeecup, said, “At Koffeecup, we saw this as an opportunity to leverage technology that is usually used in gaming development and apply it to the luxury fashion space. This pioneering shift from gaming to design allowed us to move towards generating a real-time visual experience that resonated well with our creative audiences.”
The first edition of the products designed using this software is now available in stores in the Pre-Fall 2020 collection.