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.