Liva’s Fluidity takes over Mumbai city
The city is in awe as it witnessed India’s first ‘Dancing Fabric’ at Oberoi Mall, Goregaon. Installed by Liva, a fashion fabric brand of the Aditya Birla Group, this larger than life unit showed a 27 feet long fabric flowing midair. The uniqueness of this installation was that it moves as you move – literally.You move your hand over the motion sensors and the fabric copies your hand movements.
Liva, a sustainable fashion fabric brand, has become a preferred ingredient brand for most women(study by Neilson) through its consistent high quality, natural origin and the fluidity it imparts to garments.
With its innovative new installation, Liva aims to showcase the fabric attributes of lightness, flow and breathability. The on ground engagement is connecting with the youth who are seen interacting and moving along with the fabric.
ShardahUniyal, Head – Branding & Communication, Birla Cellulose expressed, “Liva is positioned as a fashion fabric brand. The brand on an ongoing basis experiments and innovates whether on fabrics or garments or its marketing initiatives to stay fresh and relevant to the young and fashionable women it targets. Every season, we look at some new ways of generating consumer interest. This mall installation is yet another endeavor in the direction. This innovation aimsat creating brand awareness, engagement for the women and relevance in a fun filled context.”
A registration desk had been set up for onlookers to experience the motion sensor technology with the fabric.