"Dior Coded", the new exhibit at MAM that transforms haute couture into a digital experience

The Automobile and Fashion Museum of Malaga (MAM) is embracing the latest technologies to offer innovative experiences. Their latest proposal? 'Dior Coded', ... an exhibition developed alongside the Malaga-based startup Onversed, aimed at not just displaying haute couture pieces, but also bringing them to life - and allowing interaction with them.

The presentation event for this initiative - which is now open for visits - featured the presence of the deputy of the Sustainable Development Delegation of the Provincial Council of Malaga, Esperanza González; the councilwoman for the Area of Commerce, Public Way Management, Promotion of Business Activity, and Strategic Public Procurement at the City Council of Malaga, Elisa Pérez de Siles; Raquel Pérez, CEO of Onversed; and the co-directors of MAM, Elvira Carrera and Mar González.

"Technological evolution is not at odds with culture, on the contrary, they complement each other very well and enrich each other," highlighted MAM co-director Elvira Carrera. "We always strive to build bridges between the past and the future, between tradition and modernity. Therefore, from MAM, we wanted to integrate this new immersive experience into the exhibition route with a lively and participatory language for all our visitors," she added.

On their part, Onversed - the company responsible for its development - emphasized that this project allows the museum to reach out to the public, "but without putting these iconic pieces at risk." "That's why we thought of this virtual fitting room where we can see how these pieces fit us. And we also complement it with a QR code that allows us to take the piece with us on our mobile phone," explained its CEO, Raquel Pérez.

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Deputy Esperanza González wanted to highlight that this digital approach helps engage younger audiences. "It's about getting the younger population to appreciate fashion and the entire MAM exhibition," she stated after trying the new proposal herself: "It's a very fun and educational experience," she assessed. In the same vein, councilwoman Elisa Pérez de Siles, who also witnessed this new immersive offer from MAM, took the opportunity to invite the people of Malaga "to enjoy haute couture on our own skin with iconic pieces from the museum."

As highlighted by the Automobile and Fashion Museum of Malaga, the exhibition not only displays iconic Dior dresses that are rarely shown, but it proposes "a dialogue between the tangible and the virtual, between couture and code, between the memory of fashion and the promise of its future." Thus, visitors will be able to admire the emblematic pieces of the French Maison while interacting with them through this digital experience. Thanks to Onversed's technological innovation, they will discover the garments through their 3D digital twins, "exploring invisible details and experiencing an immersive experience that brings movement and emotion back to iconic dresses."

Additionally, the incorporation of an augmented reality mirror will allow trying on the four designs chosen for this first hybrid display.

The incorporation of an augmented reality mirror will allow trying on the four designs chosen for this first hybrid display

'Dior Coded' views fashion as a system of codes. Each dress is a beauty algorithm: a network of data, glitch, and generative design that reveals the vision of two great creative directors of Maison Dior. Ferré, the architect of shape, embodies 'The Code of Elegance'. His digital designs are broken down into digital patterns and technical plans, showing the architectural precision with which Gianfranco Ferré reinterpreted Dior's classic elegance during the recession of the 90s.

On the other hand, Galliano, the poet of chaos. 'Glitch Couture' fragments into digital errors that come apart and reassemble into new forms. 'Baroque Constellation', chains of code that fall like rain and turn into digital jewelry, projected in a 3D environment where each movement generates brilliant constellations.

The 'Dior Coded' proposal has been made possible thanks to the 'Minimal Aid aimed at promoting open innovation through the "Activate Startups" initiative' granted by the EOI foundation, and the participation of Onversed, the Malaga-based digital fashion startup recently awarded as one of the Best Fashion Tech, a benchmark in the union of creativity and technology.