COS creates "show-stopping" installation

by The One Centre

19

April, 2016

19th April 2016

Fashion brand COS has teamed with Japanese architect Sou Fujimoto to create an immersive installation for Milan Design Week.

Japanese architect Sou Fujimoto has created an immersive light installation for minimalist fashion brand COS at this year’s Milan Design Week.

The installation creates a moving forest of light

Described as a “show-stopper”, the Forest of Light installation incorporates spotlights, mirrors, and sounds to create a moving forest of light.

Visitors of the installation were greeted by a set of heavy curtains, which, once walked through, revealed a pitch-black room. The room is then lit by a series of spotlights which moved through a choreographed sequence as well as responding to movement and sounds.

 

The beams of light interacted with mirrors on three walls, creating a sense of space as the lights bounced off the mirrors to create infinite reflections. The images were accompanied by composed sounds. The effect is to create the illusion of towering trees in an infinite landscape.

The installation was housed in Cinema Arti, a derelict Milan theatre built in the 1930s by Italian architect Mario Cereghini. It was open to the public through Milan’s annual Design Week, which finishes this week.

COS positions as an ‘architecture-driven fashion brand’.

‘Forest of Light’ aims to reinforce the brand’s strong design credentials. COS, which is owned by Sweden’s H&M, positions the brand as an “architecture-driven fashion brand”. The fashion label incorporates simple designs and strong structural looks, using unique angles and shapes to create fashionable pieces.

The installation and collaboration between the brand and Fujimoto came about because of the affinities between the architect’s work and the brand’s design ethos.

 

Martin Andersson, Head of Menswear Design at COS said of the collaboration, “Sou Fujimoto has really grasped the COS aesthetic, creating an installation that is so special in its simplicity and surprising in its approach.”

“The challenge was to make something between fashion and architecture.”

Fujimoto told Fast Company, “Architecture and fashion are far away in a sense, but fashion and architecture share a point where they relate to our daily life and to the behaviours of our bodies and our interactions. But, of course, the materials are different, and the scales. The challenge was to make something between fashion and architecture.”

 

Fujimoto told Dezeen, “The COS pavilion is the purest realisation of the forest concept. This forest is not static, but light and people interact with one another, this interaction connects fashion, space and forest as a form of architecture.”

This is the fifth year that the design brand has created an installation for the Milan Design Week. Previous installations include collaborations with Snarkitecture and Nendo.

The strategy is to reinforce the brand as a creative fashion brand for lovers of architecture and clean structural forms. The brand’s presence at these events ensures it is synonymous with the design community while remaining low-key and understated.

The installation is a perfect fit for the brands strategy.

This is a perfect fit for the brand, which ensures awareness within the architectural and design community while also appearing cutting edge and creative.

Credits

Article By: The One Centre
Ideas and innovation company
Twitter @onecentregroup

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