Sportmax s/s '16 runway inspired by mid-century art and architecture
It is no doubt that fashion shows are as much about scenery as next year’s clothing trends. Since fashion designers tend to think about themselves as artists (which is legitimate if not in all, but at least in some of the cases), the semiannual presentations provide a great opportunity where their artistic fantasies can appear in the most concentrated form through dresses, lighting, runway setting, music, etc. To translate their vision to a physical form other than clothing, fashion designers often collaborate with architects and interior designers on runway design. For the s/s 2016 show of Max Mara’s urban little sister, Sportmax, studio Formafantasma built Superwalk, an adequate backdrop for next summer’s clean, chic, and contemporary collection.
The Amsterdam-based designer duo returned to their native Italy, more precisely to the early 20th century building Palazzo delle poste. As opposed to the historical facade, the interior of the building is strikingly contemporary, featuring stainless steel and grey hues. To counterbalance its sterile coldness, Formafantasma decided to use materials that leave a warmer impression. Terracotta, and PVC coloured in 3 tones, were applied for building the runway, but not without any precedents.
Direct inspiration was taken from Pietro Lingeri’s Villa Leoni set next to lake Como. Built in the 40s, the house is a modernist masterpiece utilizing terracotta, a traditional building material of the Mediterranean. Therefore, Formafantasma’s rediscovery of the material is a nod to a luxurious lakeside holiday. Mid-century references are present in the arrangement of the PVC as well: long films are expanding into an infinite-looking loop, criss-crossing across space into geometric forms in the manner of Aleksandra Aleksandrovna Ekstar. Her cubo-futuristic artistic language is turned surprisingly homely by Formafantasma, making Sportmax’s set design one of the most refreshing at Milan Fashion Week.
We are a bunch of creatives from very diverse backgrounds, like architecture, interior architecture, design and graphics design held together by our passion for fresh ideas, new technology, alluring concepts, effortless fun, relentless design, products, and dreams. All of us are a working professional creating living spaces, environments in a daily basis focused on three areas like homes, work- and leisure-spaces.
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