The Sound Tree. Milan


Installation.
Video.

Boutique GIADA House / Via Montenapoleone 15. Milan /February 2020 / Giada

The Sound Tree. Milan


Installation.
Video.

Boutique GIADA House / Via Montenapoleone 15. Milan /February 2020 / Giada


On the occasion of Milan Women’s Fashion Week in February 2020, the studio realized a special site-specific installation for the Giada brand to depict the underlying link between the fashion house and the art world.

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Hence a sound narration about the brand’s values comes to life on the main floor of the showroom located in Montenapoleone. As a result, the 22 smq space dedicated to the brand experience becomes an intimate place where fluid forms grow and develop. A sound tree with smooth lines, made from satin brass rises up in the center, like a spontaneously grown living organism.
In dialogue with the installation, a LED display on the backwall evokes its development by means of a dynamic video with harmonic, natural sound, intended to express the sense of the installation and of the fluid dichotomy between fragility and strength that characterizes the brand.
The result is a conceptual, narrative space in which a system of sounds encompasses visitors, metaphorically evoking the almost musical harmony expressed by the garments that inhabit the space.

Photo courtesy of Giada

sound-tree-1
sound-tree-6
sound-tree-11
sound-tree-2
sound-tree-5
sound-tree-10
sound-tree-3
sound-tree-12
sound-tree-4


On the occasion of Milan Women’s Fashion Week in February 2020, the studio realized a special site-specific installation for the Giada brand to depict the underlying link between the fashion house and the art world.
Hence a sound narration about the brand’s values comes to life on the main floor of the showroom located in Montenapoleone. As a result, the 22 smq space dedicated to the brand experience becomes an intimate place where fluid forms grow and develop. A sound tree with smooth lines, made from satin brass rises up in the center, like a spontaneously grown living organism.
In dialogue with the installation, a LED display on the backwall evokes its development by means of a dynamic video with harmonic, natural sound, intended to express the sense of the installation and of the fluid dichotomy between fragility and strength that characterizes the brand.
The result is a conceptual, narrative space in which a system of sounds encompasses visitors, metaphorically evoking the almost musical harmony expressed by the garments that inhabit the space.


Photo courtesy of Giada

sound-tree-1
sound-tree-6
sound-tree-11
sound-tree-2
sound-tree-5
sound-tree-10
sound-tree-3
sound-tree-12
sound-tree-4

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