Diesel x
Pronounce
Project
Immersive Collection launch
Location
Shanghai, China
Year
2020
Role
Spatial Designer
Client
Diesel x Pronounce
The collision in the spirit of two worlds: one of high-end Chinese fashion and another of Italian craftsmanship.
For this exciting collaboration between Diesel and Pronounce, we've turned a 700 m2 mall basement into a captivating immersive installation.
The space allowed us to integrate multiple immersive touchpoints bound together by a fluid & ethereal product displays that showcase the new collection.
The retail experience uses the space for two unique environments covered in ever-changing fluid animations. The watermark animations take inspiration from the traditional Chinese visual elements that were revived by the designer duo, Pronounce, for this collection.
The walls were covered in smooth gradients that framed the installation of fabrics and neon lights, creating an exclusive setting for a collection launch that shifts into the post-covid Shanghai nightlife atmosphere.
The collection was spread around the entire space, becoming a a living part of the spatial environment.
The garments being hung organically from the ceiling, almost as if floating inside a water tank.
