Diesel & Pronounce
Overview:
Diesel x Pronounce brought together the Italian fashion house and rising Chinese design duo Pronounce for a collaborative collection rooted in craft, culture and the fluidity of water.
As Supporting Creative Director and Lead Design Director, I helped shape the creative direction and experience for the Shanghai launch, working with the lead experiential team in Amsterdam to translate the collection into a physical world. The challenge was to balance Diesel’s global identity with Pronounce’s emerging cultural voice in a way that felt authentic to both.
The result was a 700m² immersive exhibition combining fashion, film, projection, sound and spatial design. The launch drew 5,000 visitors, generated 13,000 WeChat views and more than 7,000 social engagements, and was recognized with an FWA.
Role:
Creative Director
Client:
Diesel
Year:
2020
Agency:
Media Monks
Case film.
Rather than just another collection launch, we set out to awe the audience with a visual journey that captivated minds and smartphones alike. A sense of fluidity defined the exhibition space through real-time artworks, including a projection onto a 50-square-meter structure and a mood film projected onto drapes to create the illusion of an indoor waterfall.
This visually stunning experience evoked both brands’ identities and provided a photo opportunity at every corner, encouraging visitors to share their experience online. Put together in the span of only four weeks, our multidisciplinary team handled every aspect—from space design, content creation and software development to fabrication and construction.
Created through code.
Using the Pronounce designers concept of watermarks, we wanted to create truly mesmerizing visuals with colors and shapes that flowed freely and mixed together. Through generative artworks, fully created by code, we were able to bring this concept to life. Projecting these visuals within the experience, users came across installations of intricate and beautiful forms that fluidly collided and mixed, thus ensuring a visual experience that was ever changing, and never the same.
