Staged in a 7.000 sqm warehouse in South-West-Milan, the set-up curated and designed by 2050+ and SUNNEI is devised as an ethereal tunnel-like area that imposes itself within the empty massiveness of the space.

The entire machine that has produced the fashion spectacle is hosted inside the warehouse, sharing the same space: within the tunnel, the models, the guests, the catwalk; outside of it, the clothing racks, the video booths, the make-up stations, and the rest of the backstage. 

Conceived like an immersive installation, the fashion show unfolds as an alienating, totalizing light experience. A simple, bare infrastructure – a white elongated tunnel washed by light – provokes a diffused sense of suspension. Guests walk through the industrial nave in semi-darkness, access the dimly lit aisle, and align themselves alongside the perimetral walls.

As the show starts, a glare harshly lights up the space, flooding the catwalk with luminous radiations. The models proceed, animating the white wall in the background as if it was a living canvas. 

The abstract quality of the experience is accentuated by a stroboscopic light, which pulsates in sync with the beats of an electronic soundscape: their effects combined produce a glitch that distorts the space, interfering with its luminous and sonic configurations. 

At the end of the show, the models pause, standing still in front of the guests. As they leave the tunnel, they discover the rest of the elements that are dispersed in the warehouse. The hectic spectacle is over, and what lies in its background is revealed.

Team:

Designers: 2050+

Photographers: Nicolò Panzeri, 2050+