Three celebrates 5G mobile roll out with a global fashion first at London Fashion Week – Three Media Centre

Three celebrates 5G mobile roll out with a global fashion first at London Fashion Week

  • Tonight, Three will use its 5G* at London Fashion Week tonight with MA Fashion, Central Saint Martins to celebrate its 5G roll-out across the UK
  • Its super-fast 5G will transform the fashion show into a truly immersive, multi-sensory experience for the whole audience, culminating with model Adwoa Aboah watching her digital-self walk the catwalk from the FROW (front row)
  • Three’s 5G mobile will be available in 68 new locations across the UK from the end of February

Friday, February 14, 2020: Three will be showcasing its 5G superiority at London Fashion Week later today, providing a stunning glimpse into how 5G mobile will transform the catwalk of the future. A series of fashion firsts will be demonstrated at the prestigious Central Saint Martins MA Fashion show, featuring supermodel Adwoa Aboah, and all fuelled powered by Three’s 5G.

Through a combination of the latest video capture technology and Three’s 5G network, Adwoa Aboah, will enjoy a front row view of the latest college collections, before witnessing a high definition 3D of herself strutting down what appears to be an otherwise empty catwalk, in a look by upcoming graduate designer Paolo Carzana. The advanced technology will create a 5G fuelled digital model and an outfit that can also be viewed at any angle by those on the FROW through the latest 5G phones.

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This is a nod to the future where models will be able to walk the catwalk for multiple shows around the world, simultaneously.

The 5G fashion first features within a fully immersive Three 5G fuelled fashion experience that awakens all the senses for the audience through accompanying technological effects. It includes spatial audio, haptics, a 46 metre projection the length of the runway, and scent, for a mesmerising experience.

Today’s show marks Three’s continued 5G roll out which sees its 5G mobile available in locations across the UK including London, Cardiff, Glasgow, Belfast, Manchester, Birmingham, Coventry and Nottingham** from the end of this month.

Dave Dyson, CEO at Three, said: “Today we are celebrating what is possible through 5G with a showcase of our ultra-fast 5G capabilities marking the next step in our 5G journey. The breath-taking, immersive audience experience is something that’s never been done before and we are proud to demonstrate it at such a prestigious global event. 5G is set to change the world for all of us and we can’t wait for our customers to start experiencing it.”

Jeremy Till, head of Central Saint Martins College, said: As a leader in innovation, the partnership with Three allows us to go above and beyond, creating digital breakthroughs and fashion firsts. Our students are fascinated by the world of augmented reality and future innovation that is being driven by the benefits of 5G.  Today technology and fashion will really come together, thanks to Three’s 5G, to create something truly showstopping on the catwalk.”

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Connie Harrison, director specialising in immersive experiences, said: “Three’s 5G technology is allowing us to break away from traditional formats, to lead the way in creating experiences that audiences feel truly immersed in. Every audience member will wear headphones which will work alongside a large scale audio speaker array, a stunning giant 4K CG animation that stretches the length of the runway, haptics in every seat, scent, next level sound design and a virtual model – all working together to draw audiences into the MA students world. It should feel reflective, beautiful and moving. And, a first.”

Three is set to be the fastest 5G network in the country; Three’s customers will benefit from the vast 5G capacity and speeds that only Three can offer, enabling the best 5G experience possible. Three will provide peak mobile speeds of up to 2x faster than other telco operators due to its substantial 5G spectrum holding. All of Three’s new and existing customers will have access to 5G with no speed caps and at no extra cost on all contract, SIM only and PAYG mobile plans.

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