Technologies of immersive experience and contemporary fashion curation: the study of jewellery

Abstract

Immersive experience technology refers to techniques that captivate an audience’s attention, allowing them to fully immerse themselves in the display space. This technology provides multisensory stimulation and ensures consistency across different sensory modes. It maintains a balance between the challenge and the audience’s ability to cope while providing exhibition information and interactive feedback. Additionally, the information presented through this technology should be of high quality and fidelity, with content that is clear and rich. Immersive experience technology also enables expansive visual coverage within the display space. For fashion curators and designers, it serves as an essential tool and method to showcase exhibits and is indispensable for contemporary fashion curation, making it a subject worth studying. In recent years, exhibitions have evolved as strategic and cultural tools for some luxury brands, with jewellery exhibitions being the primary focus of this thesis. Although innovative jewellery brand exhibitions have emerged, with fashion curators striving to bring breakthroughs through unique perspectives and approaches, the field still faces limitations from a broader perspective. As most of jewellery exhibitions still rely on traditional presentation methods, lacking deeper audience engagement and multisensory experiences. Thus, the central question of this research is how immersive technology can be effectively applied to jewellery exhibitions and the opportunities and challenges it presents for jewellery brands and exhibition institutions. To explore these questions, this thesis will employ a qualitative approach, using semi-structured in-depth interviews, case studies, and speculative design as primary research methods.

Current research shows that immersive technology has been applied in only a few fields, with no studies specifically examining its use in jewellery exhibitions. Therefore, this thesis is crucial and necessary for the fields of contemporary fashion curation and luxury branding. It not only deepens understanding and appreciation of immersive experience technology in contemporary fashion curation but also critically evaluates its impact on jewellery brands and exhibition institutions, contributing to the cultural and strategic development of luxury brands.

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Identifiers

ORCID for Alexandra Anikina: orcid.org/0000-0003-2686-3616

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