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AGL | Fashion Week SS25
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Project type

Pop-Up Experiences Product Launch Events

Roles

Art Director Set Designer Creative Consultant

Brands

agl

Project Description

Inspired by Carlos Cruz-Diez (1923–2019), a Venezuelan visual artist and a major figure in the field of optical and kinetic art, I conceptualized a set which included plastic sheeting that shifted color and warped views as guests interacted with the products in the pop-up experience space. This optic distortion mimics Cruz-Diez’s large scale later works which rely on viewer interaction.

The client brief included flowers as a link to their SS25 collection. Drawing inspiration from Italy’s rich cultural heritage—particularly Milan’s deep ties to botany, art, and craftsmanship — I envisioned enlarging dried, pressed flowers. This approach bridges the client’s brief with historical references, creating a subtle cultural connection. By enlarging and ‘pressing’ images of flowers, the design reinterprets traditional motifs within a contemporary context.

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