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.
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
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
