ONCE UPON A TIME_ The present project was born out of a thorough reflection on the essential and genuine characteristics of our client’s product: young, contemporary, dynamic, traditional but capable of adapting to changes, endowed with new colors, shapes and textures. Urban art meets all these characteristics and becomes a perfect candidate as a source of great inspiration to give this message to the public. Considering this starting point the conventional walls are replaced by blocks of metallic mesh that become the structure of the stand. We create an irregular angled to point out a well-defined path both inside and outside, a representation of the chaos of the city. The space becomes a large container with more than 5,000 polipropylene plates which have previously been screen-printed with graphic illustration (urban nature subjects, shapes, objects, animals, color….)
This is a project with a great deal of workmanship; each piece is placed one by one left literally suspended independently in the metal lattice so that it can swing by itself. The movement generated by the air flow or by the people passing by and their effect on these thousands of plates give life to the stand like we’re outside, submerged in the urban nature where the story of Victoria «Once upon a time….Victoria» takes place.
Brand Victoria Shoes/ Location Micam Milán, Bread & Butter Berlin, Modacalzado Madrid/ Area 60m2 / Project Manager Nelly Dominguez de Juan / Design Nelly Dominguez de Juan & Josep Ruá / Illustrator Conrad Roset