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Digital space by Germany's Rudolf & Dotdotdot reveals textile secrets

12 Jun '23

2 min read

Pic: Rudolf HUB1922

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Rudolf is partnering with Dotdotdot to create an immersive digital space at Rudolf HUB1922.
This space aims to educate visitors about the molecular basis of Rudolf's 'Better Chemistry' via mixed media, bespoke digital content, and interactive experiences.
The goal is to showcase Rudolf's sustainable textile technologies, connecting science with storytelling.

German chemical manufacturer Rudolf has collaborated with Milan-based design studio Dotdotdot to design and implement an immersive space that uses interactive and mixed media to provide a 360° experience into the molecular essence of ‘Better Chemistry’. A digital immersive space at Rudolf HUB1922’s will virtually transport guests into the infinitely small and into the world of particles applied to textiles to learn how Rudolf’s technological solutions work at the molecular level.

The journey begins with experiencing leading Rudolf’s science in an immersive room. That’s where the compelling stories behind the R&D of Rudolf’s ‘Better chemistry’ are told. The immersive room aims at providing a new gaze and understanding of Rudolf’s concern for the environment and its contribution to sustainable textiles and fashion. Beautiful images are amplified by an immersive and emotional soundscape, Rudolf and Dotdotdot said in a joint press release.

The space is further animated by bespoke digital content developed by Dotdotdot for Rudolf HUB1922, which provides an energetic look while sparking curiosity and strengthening the connection between the Italian showroom and the German scientific powerhouse.

Once the science is understood, the journey continues to practical demonstrations and to the technical applications provided through state-of-the-art equipment. This new approach represents a totally new way of working—a unique sensory microcosm that explains the beauty of textile chemistry, followed by hard-core development capabilities that create real opportunities for responsible progress with customers.

“What they rightly expect is performance, peace of mind, information, education and, more and more, support in developing storytelling that is scientifically sound, yet consumer-relevant and, above all, exciting,” said Dr. Schumann, MD of Rudolf.

“Dotdotdot has designed an interactive experience where a round table is waiting to be activated by the placement of garments to trigger content,” said Laura Dellamotta, co-founder and general manager of Dotdotdot. “The stories being told unfold in the space, taking visitors on an emotional journey at the intersection of chemistry, sustainability, nature and textiles.”

“The goal is to lift the curtain on some of the wonders that define RUDOLF, change the way chemistry is viewed, present sustainability as a tangible topic, and create a modern environment for mutual understanding and dialog,” said Alberto De Conti, head of Rudolf HUB1922.

Fibre2Fashion News Desk (NB)

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