Soulland

How do you extend a fashion show beyond the physical space?

For Soulland's AW15 show, we created a digital layer — a second dimension — that allowed their universe to exist beyond the runway.

The result was the Soulland App: an interactive experience that brought hidden content to life through your device. Inspired by green screen technology, the app unlocked a world of visuals, motifs, and references embedded throughout the show.

By simply scanning any green surface, users could reveal animated imagery, illustrations, and curated elements from the Soulland universe — transforming ordinary spaces into immersive touchpoints.

The experience didn't stop there. Users could capture moments directly within the app, saving images and videos to their device and sharing them across social platforms using #soulland.

A fashion show, extended into something you could explore, capture, and carry with you.