This story first appeared in the April 14, 2014 issue of WWD. Subscribe Today.
That buzzing overhead at the Fendi show wasn’t a lost bird or a UFO. Rather, it was a flock of drones, the next take on the catwalk media experience. Collaborating with Google, live-cam drones powered by Parrot hovered over the models on the runway, and the show was live-streamed on fendi.com. The site allowed visitors to choose the “classic” view or the aerial shots captured by Drone Cam.
Pietro Beccari, Fendi’s ceo, said he was “proud to have been the first to use this technology on the catwalk, which reinforces, once again, our pioneering approach toward the future.”
The project triggered more than 250,000 views and more than 5,000 articles, according to the company. Beccari, who has been raising Fendi’s digital content development, said the results were “impressive and unexpected in terms of views and coverage.”