Diesel World Shanghai | Diesel | 2015
Diesel challenged us to help them create Diesel World as part of Shanghai International Fashion Week – using our studio expertise in creating immersive environments that combine 3D and 2D design, video content and real time digital interaction.
Working with the Diesel team in Breganze Italy we created three different experiences to make one amazing event:
1) A Museum about the heritage of Diesel and an exposition of the current collection
2) A Catwalk Show to showcase an upcoming collection
3) A Music performance to celebrate the moment
Collaborating with architect Tim Greatrex we created a series of linked spaces that led guests through the three experiences. Seeking to express Diesel’s mastery of denim we were inspired by denim looms to reference the waft and the weave of this unique material throughout the space – forming projection screens by bringing multiple strands together. We created a series of lit physical elements that allowed for the display of key elements from Diesels history in new and innovative ways – integrating lighting, live digital microscopes and projection surfaces into one designed whole.
Working with drone and camera operator Dan Joyce we produced and edited a series of films that were shown in the Museum space – showcasing the technical details of the creation of Diesel products, the architecture of their HQ in Italy and macro photography of the content of their archive and current product range. H&L studio also created a look back through their extensive history of marketing and branding projects.
We worked with technical director Chris Mullany to create a series of interactive installations that showed visitors details of new Diesel products, allowed models and guests alike to play with their reflection and finally several audiovisual installations that allowed musicians to change the space visually with their music and models to change it with their movement.
Diesel World has gone on to tour to Tel Aviv: