Fang DONG

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2020-2021
︎Award | Case Study | Web Development | Phygital Fashion| ARVR | Exhibition

Institution: Central Saint Matin | Institut Of Digital Fashion
Team: Collectif 2d_ZF(Denys ZHDANOV, Fang DONG)
Role: Co-Creative director, Product Desinger, Web Developer, Illustrator

POP CAVE

Meta Digital Fashion Show « MADE TO EXPIRE - DISRUPTING THE SYSTERM: POP CAVE »


The «POPCAVE» project, in collaboration with the 2d_ZF collective, participated in the first exhibition of the Metaverse Digital Fashion Show: Made to Expire: Disrupting the System, a joint initiative of Central Saint Martin and the Institute of Digital Fashion in London. The project explores the intersection of digital fashion and popular culture, leveraging rapid ecoproduction and a radical, playful approach to critique and redefine contemporary habits and trends.

The Project consist to 4 parts:


1. A Virtual Popup Store: Fastgood

Concept: The store is based on the concept of fast food and is divided into several sections: store front, counter, bar, and URL space.

2. Digital Fashion Pieces:

A collection of virtual garments that can be viewed and interacted with in the metaverse.

3. Interactive Exhibition:

An immersive digital environment where visitors can explore the themes and narratives of the project.

4. Augmented Reality Experiences:

AR elements that bring the digital fashion pieces into the physical world, enhancing the exhibition's interactivity.


#Sustainability #Democratization #GenderPoliti #TimeQuestioning #RelationshipToTemporality #Education #Expiration #Change




Understand

︎Background Research


︎Etymology and Conceptual Foundations:


- The term "digital" originates from the Latin "digitalis," meaning "relating to the finger," highlighting the tactile and interactive nature of digital technology.

- "Fashion" comes from the Anglo-Norman "fachon," referring to appearance, emphasizing the role of visual and aesthetic expression.


︎Historical and Cultural Context:


- From primitive cave paintings and African sculptures to modern computer programs, human expression has always intertwined with technology and culture.

- Digital fashion transcends traditional bodily techniques, offering a new lens to reinterpret our era and habits without temporal or technical constraints.

︎Contemporary Relevance:


- Pop culture serves as a reflection of contemporary human conditions, embodying the environment and societal norms.

- The project aims to recycle and reinterpret information and fantasies through pop culture, creating a form of "neopropaganda" that challenges conventional narratives.


︎Project Objectives


Artistic Expression: Use digital fashion as a medium to reflect and critique contemporary human conditions and societal norms.

Engagement: Create an interactive and thought-provoking experience for exhibition visitors.

Innovation: Employ cutting-edge digital techniques to explore the transient and versatile nature of fashion.


The project is characterized by rapid ecoproduction, a radical vision, and playful and paradoxical irony. We redefine the notion of time, raise awareness of habits, and question general trends. We recycle information and fantasies through pop culture and replay them in a propagandistic manner, thus creating a neopropaganda.



Ideation

︎Design Concept


︎Core Themes:


︎Ephemeral and Versatile:

Digital fashion as a transient, adaptable medium that mirrors our reality.

︎Radical Vision:

A bold approach to redefine time, habits, and trends through playful and paradoxical irony.

︎Environmental Awareness:

Rapid ecoproduction methods to promote sustainability in fashion.

︎Interactive Installations:

Utilizing digital interfaces and augmented reality to engage visitors.

︎Recycled Imagery:

Incorporating elements of pop culture to create a familiar yet provocative aesthetic.

︎Narrative Storytelling:

Crafting a cohesive narrative that challenges viewers to question their perceptions and conventions.


︎2d_ZF?



The collective is founded by Denys ZHDANOV and Fang DONG. We are two multidisciplinary artist-designers in real life, meta cyperchefs in the virtual world.

The collectif2d_ZF is characterized by eco-fast production, radical vision and playful paradoxical irony. We redefine the notion of time, raise awareness of our habit and question the overall trend. We recycle information and fantasies via POP culture, and replay them in the propagandist way, which means neo-propaganda.




︎FastGood store(Online & Offline)

FastGood is a premium produced neo-propaganda “cyber food truck” designed for cyber and commercial resale. It's principal values are “speed of service”, “meaningful recycle” and “delicious irony”. Fast-food sells artistic products from the POPCAVE universe, in order to ironize WITH customers around propaganda and neo-propaganda, as well as to allow them to consume quickly and tasty.




︎3d Mid-fi propositions:




︎Installation experimentations:




︎Insight:

Pàopào




Pàopào 泡泡, means bubble in Chinese. Pàopào is our favorite pet, friend, guardian and assistant. Pàopào circulates in the space, and helps you to understand the uses of the FastGOOD, POPVAVE and the missions of the Collectif 2d_ZF.

Pàopào produces fancy bubbles, Pop Coins and walks around POPCave like a natural satellite.Pàopào also recyles informations and translates propagandas.

POP CAVE

POPCAVE is a micro universe, means an outsider space filled with the fancy bubbles of popular things, a fictional kitchen, where we mix and experiment with seasonal propaganda, and produce the new recipes of neo-propaganda.


The results of the recipes are in uiux design, space design, product design, digital fashion accessory, web development, Illustrations, 3D, video, scenography, textiles, interactive art and cookbook…



︎Wireframes & Hi-fi Web Flow demo






Design

︎Project Components


1.Virtual Popup Store: Fastgood - POP CAVE

The store is based on the concept of fast food and is divided into several sections: store front, counter, bar, and URL space.



︎Store Front:

Each element here introduces the overall concept of the popup store, as well as PaoPao, the virtual pet, which explains the real-time status of the project.


︎Counter:

Here, you can view current events and exhibitions of the popup store, as well as some online and offline activities. The trash bin allows you to see past award-winning projects.




︎Bar:

This section showcases ongoing and past collaborative projects with other artists.


︎URL Space:

By opening the URL door, you can enter a space to view related meta fashion shows, AR/VR experience spaces, and interact with the bubble AI chat room.


2. Digital Fashion Pieces:

A collection of virtual garments that can be viewed and interacted with in the metaverse.




3. Interactive Exhibition: 

An immersive digital environment where visitors can explore the themes and narratives of the project.



4. Augmented Reality Experiences:

AR elements that bring the digital fashion pieces into the physical world, enhancing the exhibition's interactivity.



︎Final Prototype:

︎Digital set overview





︎FastGOOD Cyper Food Truck

Clic to view the web.︎︎︎



︎FastGOOD: Counter

Clic to view the web.︎︎︎


︎FastGOOD: Bar

Clic to view the web.︎︎︎



︎FastGOOD: POP CAVE Meta 360 Panorama

Drag to view the 360 panorama.︎︎︎



︎FastGOOD: Talk with BUBBLE!

Chat with Bubble AI Chatbot!





Interaction

︎Exhibition & Meta Festivals

URL X IRL online X in site

 

Digital fashion, embodying the ephemeral and the versatile, offers us a mirror towards our own reality, inviting us to rediscover our essence through art and technology, while questioning established conventions and embracing the constant evolution of our world.




Reflection



The "POPCAVE" project, set in a speculative future, examines the blurred lines between digital and physical fashion, drawing parallels with classical and contemporary art forms. The project challenges conventional notions of fashion, emphasizing its transient and versatile nature while addressing pressing environmental issues through sustainable practices.

Reflecting on this project, we see how digital fashion transcends mere appearance, becoming a medium for critical thinking and cultural commentary. By collaborating with 2d_ZF collective and integrating pop culture elements, "POPCAVE" offers a unique, interactive experience that invites viewers to reconsider their perceptions and the evolving nature of our world. The successful execution of this project underscores the importance of interdisciplinary collaboration and innovative thinking in creating impactful art that resonates with contemporary audiences. 


© F.D heavyherbe 2024 | Member of Alliance France Design