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Take a tour of INITION studios Shoreditch

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Written by
Josh De Souza Crook
Published date
22 June 2016

BA (Hons) Creative Direction for Fashion students recently visited INITION, a production company known for their finely tuned blend of technology and creative capabilities, to see how they can incorporate new technology into their degrees and practice.

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BA (Hons) Creative Direction for Fashion students on a visit to INITION.

Technology is  everywhere. it is fundamental to London’s growth, and is now the capital’s fastest growing industry. East London’s once niche tech and digital market is beginning to shape the city and our daily life. Experts are predicting that doctor appointments will be conducted in virtual reality, and that robots in the workspace are only around the corner. The Digital Anthropology Lab at LCF launched last year  and brings industry, academia and students together to craft new digital experiences in fashion.

A recent World Economic Forum survey suggested that by 2025, 10% of the world’s population would be wearing clothes that are connected to the internet. So as digital technology slowly incorporates itself into our garments, and continues to form global consumer patterns, how can students contribute to the change? We went to INITION for ideas…

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Based in Shoreditch, the agency harnesses emerging technologies to create unique and memorable interactive experiences. In recent year’s this had included live events, exhibitions, outdoor, experiential, digital and retail installations. INITION seek to exploit new technologies in creative ways for brands before they hit the mainstream, something many students and creative directors look to also incorporate into their work.

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The agency has been augmenting reality since 2006, printing in 3D since 2005, and creating virtual realities since 2001. LCF students were interested to see what avenues they could potentially take their work in, and what future trends could be predicted with the technology availability today.

INITION’s studios have a 2000 sq ft Demo Studio in the basement of their building, they use the space to showcase previous work with brands and the latest technology available. They encouraged students to look at the technology but also consider ways of creating new engaging, enlightening and entertaining content or campaigns for their work or brand collaborations. Students experimented with 3D printers and scanners, holographic, immersive and 3D displays, gesture, haptic and motion tracking devices, all under one roof.

We’ll be keeping a close eye over BA (Hons) Creative Direction for Fashion students to see what inspirations they have taken from INITION, and how they plan to use technology within their field.

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BA (Hons) Creative Direction for Fashion students on a visit to INITION.