Four days,
from October 24th to 28th, dressed the Hospital de Sant Pau with the latest fashion collections. The brand LR3 was invited to present its work during Barcelona Fashion Week, but they were looking for something different from the traditional runway show. They reached out to us with a very clear idea: to build an ephemeral pavilion in which to experience reality in different ways. For several months, we worked together with a large multidisciplinary team to design an installation that combined virtual and digital reality with the physical; a pavilion that, during those four days, would bring together fashion, art, and technology.
The installation was set inside the Nostra Senyora del Carme pavilion, one of the few pavilions still awaiting restoration in the Sant Pau modernist complex. Given the location of the rest of the event, access to the pavilion was from the north side of the old hospital. As a teaser for the experience, a series of naked, pixelated bodies were scattered throughout the space, anticipating the characters we would later encounter inside.![]()
from October 24th to 28th, dressed the Hospital de Sant Pau with the latest fashion collections. The brand LR3 was invited to present its work during Barcelona Fashion Week, but they were looking for something different from the traditional runway show. They reached out to us with a very clear idea: to build an ephemeral pavilion in which to experience reality in different ways. For several months, we worked together with a large multidisciplinary team to design an installation that combined virtual and digital reality with the physical; a pavilion that, during those four days, would bring together fashion, art, and technology.
The installation was set inside the Nostra Senyora del Carme pavilion, one of the few pavilions still awaiting restoration in the Sant Pau modernist complex. Given the location of the rest of the event, access to the pavilion was from the north side of the old hospital. As a teaser for the experience, a series of naked, pixelated bodies were scattered throughout the space, anticipating the characters we would later encounter inside.
The possibilities offered by the original space, in relation to the brand’s objectives, resulted in a proposal of 50 linear meters of carpet. The project was simply a large runway.
The poor state of interior conservation encouraged the idea of building a new skin, separate from the original building, to wrap around the new runway. In a way, it was a pavilion inside another pavilion. We felt it appropriate to move away from the heavy, ornamental construction of the historical heritage and propose a light and simple environment. Technically, this new skin was built using a self-supporting structure that respected the existing envelope and created an interstitial space to house the installations.
The poor state of interior conservation encouraged the idea of building a new skin, separate from the original building, to wrap around the new runway. In a way, it was a pavilion inside another pavilion. We felt it appropriate to move away from the heavy, ornamental construction of the historical heritage and propose a light and simple environment. Technically, this new skin was built using a self-supporting structure that respected the existing envelope and created an interstitial space to house the installations.
The route was defined by three rooms, each oriented towards a different type of reality. In the first, through virtual reality, one could experience an immersive piece. It was a clean-lined space, tinted with the brand’s color. In the second, digital reality displayed a series of projections across a perimeter formed by LED screens. This was an intimate space, more secluded and lower in height. Finally, in the third room, a series of mannequins were suspended from the ceiling, dressed in the brand’s latest collection, in a wide and discreet space where we encountered material reality.
Parallel to the runway route, a sequence of sensory stimuli helped integrate the three rooms into a single pavilion: binaural sounds, natural essences, and a dense, misty atmosphere accompanied us along the way.
The installation aimed to replace the traditional fashion show with an experience that celebrated the richness of diversity. After all, numerous bodies, sizes, identities and aesthetics walked down that runway.
︎︎︎Published at
Archdaily, 23 Dec 2022
Metalocus, 14 Jan 2023
Archtonic, 30 Jan 2023
Archdaily, 02 Feb 2023
Coolhuntermx, 16 Feb 2023
Wooooooow, 28 Feb 2023
Architectural Heritage Intervention, 05 Jan 2024
vv.aa. (2024) “European Award for Architectural Heritage Intervention”
6th Edition, Ed. AHI (ISBN: 978-84-126653-7-6)
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