Gucci: SS16 Milan

20th October, 2015

On Wednesday, September 23rd, at 3pm the Gucci Women’s SS16 show took place at Scalo Farini, a former railway station in Milan.

We were asked by Alessandro Michele to design the creative concept for the Women’s SS16 collection fashion show. We used the exterior of the venue and turned the disused railway track and platform into the runway.

The 200-meter platform was covered in a bespoke carpet featuring pink serpents and flowers. The train tracks either side of the platform were planted with over 400 meters of foliage creating a romantic garden where guests entered the show space travelling across custom made bridges.

740 guests were seated on high back bamboo black lacquer chairs upholstered with a bespoke jewel print, which featured in the collection. 14 bespoke screens lined the runway, which were all upholstered in over sized scale collection prints and adorned with antique studs.

Creative Concept: Chameleon Visual
Photography: Courtesy of Gucci

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