Montreal Tech Watch

My Virtual Model, which makes 3D models for ecommerce websites, announced yesterday that they will be using Softimage‘s tools and technology for future production of models. Both companies are based in Montréal, although Softimage has been acquired by Avid Technologies in 1998.

My Virtual Model markets itself as innovative marketing that offers an immersive experience to future customers, who can try out clothes and accessories just like they would in a real store. They have deals for instance with Marie-Claire, iVillage, Glamour and other ecommerce websites like Adidas, H&M or Sears.

Users can also get a “widget” to show on their blog or website, which is great for the retailer (free publicity), although I don’t see yet any compelling reason why bloggers would include it. Unless you are a fashion blogger and it has all the latest or unreleased outfit models. You can see below a re-embeddable widget.

The 3D character is modeled by MyVirtualModel’s modelers, then exported to a flat picture. After the user chooses the clothes and the background, the scene is rendered in 3D, frame by frame, by MyVirtualModel’s servers, and then published via the widget. It’s a neat effect (although I have no idea how much it costs for a retailer like H&M to use MyVirtualModel’s technology)