Press Release
Cirque du Soleil Entertainment Group and SAP are Demonstrating the future of FashionTech
Cirque du Soleil Entertainment Group and SAP are Demonstrating the future of FashionTech
SAP Qualtrics Helps Provide Customized Experience to Fans
MONTREAL, QC (SEPTEMBER 5, 2019) Cirque du Soleil Entertainment Group and SAP SE (NYSE: SAP) announce a new fashion technology collaboration that will highlight how tech can transform fashion into a uniquely personalized experience. Through a partnership with longtime partner SAP, Cirque du Soleil Entertainment Group, along with designer and innovator Anouk Wipprecht, have delved into the world of FashionTech to create designs that provide participants with a customized experience based on their individual mood, feelings and preferences. With the goal of maximizing the fan experience, Cirque du Soleil Entertainment Group leveraged Experience Management solutions from SAP Qualtrics, to create unique and personalized interactions. The one-of-a-kind tech- enabled fashion designs will be unveiled and on display at Spring Studios throughout New York Fashion Week.
A blend of Cirque du Soleil’s creative vision and Anouk’s signature FashionTech style, the futuristic dresses and suits showcase unique designs, allowing guests the opportunity to receive either a custom fragrance or elixir based on their responses to a quick interaction via Qualtrics Experience Management platform. Qualtrics captures participant’s inputs, and collects and analyzes the various information to create a unique experience – a personalized fragrance or elixir: cocktail or non-alcoholic beverage – based on responses from each individual. These designs, brought to life by participant’s individual inputs and engagement, demonstrate the future of fashion and the fan experience by using audience interaction to create personalized experiences.
How it Works: Fragrance dress & suit
Upon interacting with the design via Qualtrics, capsules stored in the model’s 3D printed shoulder-pieces are then placed on a built-in conveyor belt at the model’s chest, filled with the respective ingredients and handed to the participant. The fragrance design prototype stores ingredients divided in head, body and base notes that allows for the possibility of several different mixes. Cirque du Soleil Entertainment Group worked with perfumer Laurent Le Guernec of International Flavors & Fragrances – an innovator of sensory experiences – to create the personalized fragrances.
How it Works: Elixir dress & suit
Upon interacting with the design via Qualtrics, the model then places a vial on the 3D-printed chest plate and the system then uses peristaltic pumps to combine the ingredients divided into bases, alcohols, and different flavors and dispense the tailored elixir: cocktail or non-alcoholic beverage - inspired by a mixology expert - based on the participant’s responses. The elixir design
prototype stores ingredients divided into bases, alcohols and other flavors that allows for the possibility of several different mixes. Cirque du Soleil Entertainment Group worked with renown mixologist Fanny Gauthier to create the personalized elixirs: cocktails or non-alcoholic beverages.
“With our return to New York Fashion Week as the Official Software Solutions Partner, we wanted to bring a unique experience to consumers that shows the future potential of fashion, with the help of technology,” said Alicia Tillman, Global CMO of SAP. “So we teamed up with long-time partner Cirque du Soleil Entertainment Group to create one-of-a-kind tech-enabled fashion designs that are driven by interaction with consumers.”
“Innovation and creativity are part of Cirque du Soleil’s DNA, and we are excited to work with SAP as we challenge ourselves to come up with new experiences that will maximize the fan experience,” said Frank Helpin, Senior Director - Innovation, Cirque du Soleil Entertainment Group. “With costumes being such an integral part of our performances, New York Fashion Week is a great platform for us to show how FashionTech can provide a truly customized experience. SAP Qualtrics allows us to do this and we look forward to continuing to work with SAP to develop new, innovative experiences for our audiences.”
About Cirque du Soleil Entertainment Group
Cirque du Soleil Entertainment Group is the world leader in creating, producing and distributing live entertainment. With an established reputation in circus art shows, the Group further leverages its creative and innovative powerhouse to present a variety of compelling entertainment forms through its divisions, such as Cirque du Soleil, Blue Man Group, VStar Entertainment Group, The Works Entertainment, Cirque du Soleil Events + Experiences and 4U2C. Cirque du Soleil Entertainment Group productions have performed in more than 65 countries in over 450 cities, with an average of over 15 million tickets sold yearly. Beyond its various experiences and shows, Cirque du Soleil Entertainment Group aims to make a positive impact on people, communities and the planet through art and creativity.
For more information, visit CirqueduSoleilEntertainmentGroup.com.
Cirque du Soleil Communications Contact
Mélanie Fontaine Melanie.Fontaine@cirquedusoleil.com
+1 (514) 293-7731
SAP Communications Contact
Greta Rosenblum, Fleishman Hillard for SAP
+1 (212) 453-2080