“I don’t know what to call it, but it’s art.” — Philip Treacy

A blend of technology, art and fashion. We were approached by fashion photographer, Roland Lane, to create a VR piece centred around one of Philip Treacy's creations. After many meetings with the great man himself. We pitched to SXSW and once we had the go ahead, set about creating a crack team to bring our vision to life. The first part of a trilogy it, it based upon Philip Treacy's "Madonna" hat. As such, I set about creating a the "Spiritual" part of the trilogy.

It was a truly crack team, led by my brother Alex Lambert and the result was a unique, visceral piece of art.

UX : Design : Concept

Role: Art Director
Year: 2017
Agency: INITION