The second Up fashion show was held in a 19th century mechanical workshop, currently used by a car dealership. Inspired by the spectacular catwalks and extravaganza of the biggest fashion companies, the ambition/challenge was to create the same X-factor at a non-profit event based on volunteer work.
Given the large volume of the space, it was necessary to take on the entire floor area to achieve the spectacularity wanted. We wanted to create a «perfect object», focusing on construction and materiality. The concept was a three-dimensional walkway making use of both the loftiness and area of the room, creating a poetic and ambient fashion show, with organic motion, gradual transitions and spectacular photo opportunities without stealing focus from the outfits shown on the catwalk.
Based on a simple, yet sturdy, sequence of frames made from 2x2 lumber, organised in crossing circles, the rigidness of the boards was softened by its organic composition and repetition. Assisted by a hard working group of volunteers, this self-built centerpiece structure was finished after a three day workshop. The result was a visually striking object.
The catwalk's gliding movement in three dimensions, its height and length, give the outfits good exposure. Several models can appear on the catwalk at the same time, with the different overlapping presentations creating an interesting dynamism.
In addition to the aesthetic, the catwalk's stretch provided the entire audience with front row seats. The models were also given enough time to show the designs, without making the show monotonous. Spectators were allowed both inside and outside the catwalk circles. It also facilitated logistics to make a seamless event.