For Alexander Whitley, dance has never been bound by conventional rules. As the founder of the Alexander Whitley Dance Company (AWDC), he has spent the past decade redefining the art form, using cutting-edge technology to push contemporary dance into new dimensions. “Dance has always been a highly collaborative discipline,” he says. “It relies on contributions from many other fields – costuming, music, lighting – and synthesising them into a cohesive performance. My work with technologists and digital creatives brings the same spirit of collaboration.”

Whitley’s company, an artist-led creative studio, has built an international reputation for its fusion of physical performance and digital innovation. His latest collaboration brings AWDC into the orbit of the Fashion District Festival, where his production at the live Performance Showcase will blend fashion, choreography and technology. “It’s an exciting opportunity,” he says, “to showcase the latest trends and work with artists at the forefront of fashion design who are finding creative solutions to the challenges of sustainability.

Whitley is particularly interested in the ways technology is shifting how dance is experienced. “I’m excited about interactive and immersive technologies that enable the public to take more active roles in dance experiences,” he says. “These innovations blur the boundaries between performers and spectators, and open up new possibilities for storytelling and audience engagement.”

In an era where digital technology is deeply embedded in daily life, AWDC’s work feels like a glimpse into the future – one where movement is not just performed but experienced in ways that defy tradition. “Our work is about pushing the boundaries of dance,” Whitley says. And with his vision for the Performance Showcase, it’s clear he’s doing exactly that.

Louisa Hicks believes that the magic of digital screens is not just in their size or spectacle – it’s in their ability to create moments of connection. As a leading force behind C-Screens, the UK’s largest outdoor TV broadcaster, she is on a mission to enliven public spaces and transform everyday environments into must-visit destinations. “We aim to entertain the general public as they go about their daily lives,” she says.

The intersection of digital technology and audience engagement is at the core of C-Screens’ approach. “Large digital screens don’t just create a visual impact, they deliver a magical, cinematic experience,” Hicks says. But it’s more than just spectacle – digital technology plays a crucial role in forging meaningful connections with audiences. With interactive features like QR codes, the public can engage more deeply: learning about the clothes they see on screen, virtually trying on outfits or even appearing on the big screen themselves. “Audiences are increasingly looking for interactive experiences,” she adds. “We help facilitate that.”

This year, C-Screens is Fashion District Festival’s screen and content provider. Its audio-enabled screens will broadcast the festival’s live fashion Performance Showcase, as well as event highlights throughout the week. “It’s an ideal match,” Hicks explains. “We’re providing Fashion District Festival with a platform to promote their wonderful festival. In turn, we get to be part of a forward-thinking initiative, supporting both established and emerging talent in the UK fashion industry.”

As she looks ahead to the festival, Hicks is particularly excited to see how the Performance Showcase will unfold on the big screen. “Personally, I’m keen to pick up practical ideas as both a consumer and a shopper, whether it’s finding new styles or learning about upcycling while staying on trend. I love the idea of communities coming together to share ideas, overcome challenges in the industry and support new designers and businesses,” she says. “Spitalfields is the heart of East London fashion and it’s a privilege to be part of such a forward-thinking initiative.”