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ARRI behind the scenes of a MADO XR virtual experience

ARRI technology illuminated and captured a virtual production experience in France for the fashion market. Read and watch, what happened behind the scenes.

The Japanese word “Mado” means “window,” and “XR” stands for “eXtended Reality.” The combination—MADO XR—is the name of a Paris based virtual production and immersive experience start-up with additional activities in Los Angeles and Tokyo, which caters to the fashion and luxury markets. By using virtual production technologies, they aim to offer a modern alternative to the way fashion events and imagery are produced.

To make this possible, MADO XR partners with technology companies such as PRG, Nvidia, PNY, Epic Games, BackLight—and ARRI. “This partnership with ARRI allows us to produce broadcasted content with a texture and quality that is unique to artistic films,” explains Lancelot Rumney-Guggenheim, Director de Production and Co-Founder MADO XR. Thibaut Ribéreau-Gayon, Business Development & Technical Marketing Manager for Camera Systems at ARRI France, adds: “The idea behind this partnership is to create an exchange between both companies, in order to do pure research and development and think about future products or adapting the current ones.”

In October 2020, right after the Paris fashion week, MADO XR produced a live demonstration in the largest virtual production studio in France, located in the city of Gennevilliers just outside of the capital. Department heads and creatives of major fashion and luxury brands as well as key executives from the entertainment and advertisement industry were present at the performance with artist Fanny Sage, who also developed the choreography.

The demonstration mixes live performance by combining tracked objects and actors within a virtual space with real-time rendered photorealistic environments in a huge 15 m wide and 5 m high 360° LED cave. For the realization, the creative team relied on ARRI lighting and camera technology. The virtual production experience was illuminated by eight SkyPanels S60-C and two Orbiters. Steadycam Operator Karim Boukerche and 1st AC Cyril Deloux captured the demonstration with an ARRI ALEXA Mini LF camera and an ARRI Signature Prime 21 mm lens with the support of TRINITY stabilizer and a variety of accessories such as the Wireless Compact Unit WCU-4, cforce lens motor, LMB 4x5, and ARRI filters.

Watch the MADO XR virtual production technology video

After repeating this virtual production experience for several days, Lancelot Rumney-Guggenheim considers the partnership between MADO XR and ARRI to be very fruitful: “Our research has led to the development of new innovative concepts for video recordings, immersive experiences, and the pushing of boundaries that upgrade the level of creativity and innovation.”

Also for ARRI, the path to the future is obvious. Thibaut Ribéreau-Gayon: “We know that the next new step is to facilitate more communication in the virtual world; more communication between light and camera will lead to convey a maximum level of metadata in real time.”

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Watch the final MADO XR virtual production experience

For more information about MADO XR please visit https://madoxr.com.

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