Up / Øpp was a non-profit fashion show, founded to help talented, but unknown young designers, picked out by a academically strong expert panel.
The third and final Up Fashion Show was held in a derelict industrial basement in eastern Oslo. The room had a large floor area, and no windows to provide natural light. The low brick vault ceiling carried by massive, dusty steel beams was in need of something light, clean and delicate to contrast it.
As the spectactors descended the stairs into the gloomy basement they were met by a mysterious glowing paper cube. After a while, colorful models started moving around inside the layered labyrinth gradually revealing the outfits as they "emerged from the light". Together with a tight-knit choreography the translucent catwalk allowed a way of showing the whole collections together, without the outfits fighting for attention.
The catwalk was built by volunteers.