Alexander McQueen

Kittiwake Digital isn’t all about scanning sweeping landscapes and studio sound stages. Recently, we collaborated with BRUVVA, Jake Mengers and Eric Keller on an extraordinary project for Alexander McQueen, marking the opening of a pop-up boutique at The Dubai Mall. Our role was to create high-fidelity digital assets that would act as AR triggers, bringing selected pieces to life through bespoke augmented reality experiences. Frequently we are asked to capture small props and objects, but rarely ones with such a price tag, or such sculptural beauty.

At the heart of the installation were a pair of Level Exclusive McQueen trainers and the iconic Spider Jewelled Knuckle Clutch. When viewed through a dedicated app, digital insects appeared to crawl across the trainers, transforming static couture into something animated and alive. AEWorld described the installation as “super cool,” noting how the augmented reality enhanced the shopping experience and brought the products to life. Customers could interact with the pieces, capture their own images, and share the experience, turning luxury retail into immersive theatre. It was so successful that it was also showcased at Harrods and other leading high luxury department stores around the globe.

From trainers animated with crawling insects to a jewelled clutch scanned under lock and key, the project perfectly embodied the meeting of haute couture and cutting-edge digital craft; where physical objects become immersive experiences, and fashion steps confidently into the augmented world.