PUMA_Press launch
PUMA BY HUSSEIN CHALAYAN
ENVIRONMENT
Following the success of our installation for Puma by Hussein Chalayan in Selfridges, we were asked to create a one day international press event in London to launch the FW11 collection.

The event was staged in an underground gallery space in
central London. The collection was presented on 14 mannequins standing on triangular mirrored stages lit from above by skylights. Two metre high transparent acrylic panels created a flow around the space.

A separate curtained off area was home to a sneak preview of the SS12 collection. Apparel and accesories were suspended by invisible fishing line above a shallow pool of water which reflected the collection like a black mirror.

A video slideshow to accompany the collection was presented by Hussein Chalayan on a three metre wide, floating, back projection screen watched by an audience sitting on illuminated cube stools.


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