Diesel & Pronounce
Experiential; Generative Art; Fashion; Event
Blending global and local fashion
When Diesel joined forces with Pronounce—a rising duo in Chinese fashion—it wasn’t just a collection; it was a moment. A celebration of creativity, craftsmanship, and the fluid beauty of watermarks brought to life in an unforgettable launch event.
As Supporting Creative Director and Lead Design Director, I collaborated closely with our lead experiential creative in Amsterdam to turn this vision into reality. The result? A 700m² Shanghai basement transformed into a high-end exhibition space that blurred the lines between fashion, art, and storytelling.
The immersive experience was as layered as the collection itself. At its heart, a 50m² structure served as a canvas for real-time projections, shifting and changing like ripples on water. Draped installations showcased a mood film that flowed like an indoor waterfall—part illusion, part photo op, all magic. Every element, from the lighting to the music, was designed to transport attendees into the story of Diesel x Pronounce, embracing Chinese fashion while celebrating Diesel’s iconic Italian roots.
This wasn’t just an event; it was a statement. By fusing local creativity with global craftsmanship, we didn’t just launch a collection—we elevated Diesel’s reputation as a true supporter of emerging talent and cultural exchange.
Awards
// FWA
Case film.
The event.
Our space allowed our guests to walk freely through the store to enjoy the environment and the collection, but also discover that something truly immersive and inspiring is waiting for them Telling our story in this way, we get to express the wonder of collaboration, and how Diesel brought this to life by supporting a brand like Pronounce. Together, they are more unique, and have taken on a new form.
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.
