DIAGEO / Environmental Design, Product Design
Looking for to position a rom brand in a more contemporary context than the habitual for an spirit beverage with its value in its grade of maturity, Diageo sponsored a fashion show with Pampero asking Manuel to integrate it as part of the event.
For this environment design project, Manuel decided that the brand should be part of the show but rather than in an obvious promotional way, Pampero would find the benefit of its sponsorship in the way it would be part of the event. The brand should be there without being there. In a kind of ninja way, the public mainly fashion followers, wouldn’t be disturb by the presence of a brand that could look completely out of context.
With that idea, some conceptual inspiration came from “Enter the Dragon” a 1973 Hong Kong-American martial arts film directed by Robert Clouse, and starring Bruce Lee in his final film appearance before his death.
Based on it and in order to give form to the project, the idea was to create an optical environment with multiple reflecting surfaces inclined to each other in an angle, so displaying the product on one end of the mirrors, it could be seen as a symmetrical pattern when viewed from any point of the space, due to repeated reflection.
With this design working as a visual instrument, the viewer experienced seemingly infinity fragmentary reflections forming a parallel world in the space while the brand appeared to create a explosion around the environment. The space surrounding the designed area was brought into play through the limited space of the bar and the opening at the viewer’s side, merging with a more creative vision of the product.
The idea was to question perceptional habits in the creative context of a fashion show, inviting the public to a more open, felt experience, through the brand visual message.