Fashion, luxury brands embrace virtual production at Pier59 Studios | Infrastructure | News | Rapid TV News
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As the fashion world is in the middle of New York Fashion Week (NYFW), the city’s Pier59 Studios has revealed that brands such as Tom Ford, Fendi, Neiman Marcus and DKNY are among those using its recently opened virtual production studio to shoot their ad campaigns.
Pier 59 VP Hero Shot 11Sep2023
Having served the industry for nearly 30 years, Pier59 Studios, located at Chelsea Piers in New York City, encompasses 11 column-free studios and110,000 square feet of multimedia studio and live event space.

Pier59 Studios claims to have the world’s largest and most technologically advanced virtual production studio for fashion and advertising. The fashion brands have embraced the new era of production techniques to shoot advertising spots that will launch over the next few months. The companies have harnessed the photo-realistic lighting, shadows, and reflections provided by Pier59's MegaWall volume to create what is said to be “captivating” advertising campaigns.

Unlike traditional green screen technology, which is composited in during post production, this capability allows backdrops and visual effects to be captured in-camera (ICVFX) during the shoot. This is said to provide “enormous” creative flexibility while enabling performers to interact with these virtual surroundings and visualise what the audience will see. Additionally, Pier59 says these virtual environments are cost-effective and resource-efficient, making them an ideal choice for short format productions.

The Pier59 Studios virtual production base boasts an LED volume featuring a main 65’ curved LED screen and 40’ articulating ceiling, housing more than 25 million pixels capable of generating over 25 billion colours. Additionally, the 8K system is controlled by virtual production software and hardware generating more than 200 teraflops (200 trillion calculations per second) of computational power.

“With virtual production techniques, producers, directors, and creatives of all types can easily control the time of day, the season, the weather, and the location—whether real or imagined—while realising cost savings, increased control, and creative flexibility. It has been exciting to see well-known brands in the fashion industry embrace this opportunity and utilise our studio and expertise,” said Steve Baum, chief innovation officer at Pier59 Studios.

“What sets Pier59’s facility apart from any other virtual production facility is its location in Manhattan and our in-house virtual production expertise. Agencies and production houses can rely on our industry knowledge and extensive virtual production expertise to ensure their production is executed to the highest standards.”

“I’m very excited to move forward with filmmaking and still photography using this new technology…I think it will be cost effective and also open up a lot of creative avenues,” added fashion photographer Steven Klein.