BurberryFashion, art and technology at flagship store
Burberry has appointed Riccardo Tisci as their new Chief Creative Officer, his commitment to all things modern is taking the brand in a bold direction. To support his vision, the flagship store on Regent Street has opened with a new look this week and we are delighted to have played a role in that.
In the midst of the outstanding new collection within the store, stands a striking installation by British artist Graham Hudson who specialises in sculptures with interactive elements.
Sisyphus Reclined is a massive 3 story scaffold installation featuring 80 cameras taking 360 degree photos of customers who interact with the sculpture. In the centre of the art piece is a CNC Robotics cell featuring a milling robot which takes the 2D scans and intricately mirrors the images by milling a 3D object. These body sculptures are then displayed throughout the store.
“The robot is performing and is always doing something different every day”, says Hudson “it is the ultimate modern selfie”.
“Whilst we have always had a vision for using robotics in innovative ways, this has been an exceptional project to work on” says Jason Barker from CNC Robotics. “Blending technology, art and fashion within a retail environment has been a revolutionary concept and we are proud to have worked with Graham Hudson and the RCA in delivering this truly interactive experience. We hope that those customers interacting with the installation, will get a feel for the adaptability and scope of an industrial robot”.
Sisyphus Reclinedwill remain at Burberry’s Regent Street Store until 26 October 2018, so visit this amazing piece if you can.