FASHION EXHIBITION IN LONDON

At The Famous Victoria & Albert Museum

The Association of Spanish Fashion Designers (ACME) frequently organises exhibitions of its associates out of Spain. For an event at the Victoria & Albert Museum in London the Association hired the entrance dome and the Raphael Hall and commissioned us to address the concept and design of the exhibition.

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The installation is built up of 33 looks by 11 fashion designers (Amaya Arzuaga, Agatha Ruiz de la Prada, davidelfin, Devota y Lomba, Juan Duyos, Montesinos, Ailanto, Angel Schlesser, Alma Aguilar, Roberto Torretta and Elio Berhanyer).

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For the entrance dome ILMEX Illumination created a circular jalousie of lights that enters in a dialogue with the huge cupola and establishes an exhibition zone by separating the inner space from the surrounding halls through a luminous veil. The pattern of lights is composed by overlaying and abstraction of different designs of all participating fashion designers.

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Digital photo-frames with varying content – 280 images of the catwalks, brand logotypes etc are altered every 3 seconds – are positioned on the extremities of each limb. The energy supply is realised through two 12V batteries located at the base of each tree doubling as ballast weight for the tree.

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The whole tree structure is designed mobile, modular and of aluminium in order to alleviate the weight in order to facilitate a fast and effortless assembling, which had to be realised in less than 60 minutes due to the opening hours to the public of the museum.

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In the Raphael Hall, a vaulted Victorian style hall of enormous dimensions, with paintings of Raphael that give name to the space, we installed five technological trees that double as background decoration for the mannequins and exhibition devices.

Design: Ben Busche / brutdeluxe.com
Fabricated by: ILMEX Illumination
Description text by the designer