Pitching Spatial Infrastructure and Immersive Filming
Gucci’s Spatial Evolution: From Storytelling to Infrastructure
Roz McNulty, Founder of the Fashion Innovation Centre and Apple Vision Pro Developer.
Spatial garment review infrastructure of the future.
Closing the Spatial Gap
Current State: Gucci’s Apple Vision Pro app sets the gold standard for Stage 1 spatial storytelling and brand narrative (interactive films, 3D accessories, and archive environments).
The Missing Link: It currently lacks Stage 3 operational infrastructure. There are no professional garment review workflows, true-scale spatial analysis, or immersive wholesale buyer environments.
Next-Generation Immersive Capture We propose evolving Gucci's runway presentations into fully explorable spatial environments tailored for Apple Vision Pro:
Immersive Runway Filming: Integrating state-of-the-art stereoscopic cameras (such as Blackmagic) directly onto the runway to capture collections with true dimensional presence.
Custom Spatial Environments: Building custom 3D or interactive backgrounds around the runway footage—such as a bespoke private theater—to transport the viewer entirely inside Gucci's constructed world.
True-Scale Remote Review: Translating this immersive capture into a practical tool where global buyers and press can inspect garment proportion, construction, and material fidelity at full physical scale.
Alignment with Demna Gavsalia and Gucci’s Vision
Runway as a World: Demna already treats the runway as an inhabitable spatial environment rather than a flat stage. Our technology allows viewers to stand inside that world, rather than passively watching it on a 2D screen.
Multi-Distance Design: Demna engineers silhouettes to communicate at long distances, human conversational distances, and extreme close-ups. Spatial computing is the only digital medium that preserves this intended effect.
By partnering on this spatial infrastructure, Gucci will move beyond merely presenting brand narratives in mixed reality. You will successfully pioneer the industry's first true spatial wholesale environment, preserving collections dimensionally and setting the future standard for how luxury fashion is experienced, reviewed, and sold globally.
Pitching Spatial Infrastructure to Demna’s Gucci
Demna Gvasalia
Designer and Creative (Artistic) Director of Gucci
Demna Gvasalia’s appointment as Creative (Artistic) Director of Gucci in July 2025 represents a massive strategic shift, placing total creative control in the hands of a highly centralized leader. In this role, Demna commands every facet of Gucci's creative output, spanning ready-to-wear collections, accessories, footwear, runway shows, store concepts, and the overarching brand narrative.
Demna’s style of creative leadership is characterized by an unusually high level of personal control, reminiscent of defining fashion eras led by designers like Tom Ford or Alexander McQueen. He personally approves every single look, directs styling and photography, oversees casting, and defines the core narrative themes of his collections.
