Paris–Hamburg 2017/18 Replica Show

Chanel

Métiers d’Art · Moscow

A runway became a moving sea. After dark, the same image architecture rose overhead.

Blow Factory created the moving-image content for Chanel’s Paris–Hamburg Métiers d’Art presentation in Moscow, covering a 50-metre runway and its after-show configuration.

The content simulated water beneath the runway during the show, then was adapted to a suspended screen installation for the evening event.

Client: Chanel
Agency: La Mode en Images
Venue: Pavilion 69 · VDNKh, Moscow
Date: 31 May 2018
Format: Runway projection · After-show ceiling
Scope: Visual direction · Animation · Spatial content

Motion studies

Graphic strokes in continuous movement.

Stroke study 01Loop · 11 sec

Stroke study 02Loop · 14 sec

The complete Chanel runway covered in monochrome maritime projections

The runwayA sea in motion

Visual study of Hamburg’s Elbphilharmonie and its wave-shaped glass façade — HamburgArchitectural study

From Hamburg to Moscow

A maritime collection translated into space.

The original collection was presented at Hamburg’s Elbphilharmonie in December 2017. Its sailors, docks, water and port geometry became the visual vocabulary for the Moscow replica show.

Rather than reproduce the German venue, the imagery reinterpreted its atmosphere at the vast industrial scale of VDNKh’s Pavilion 69.

The installation

One system, two spatial states.

50 mof screens

16video projectors

69VDNKh pavilion

2018Moscow replica show

Projection tests filling the Chanel runway inside Pavilion 69 — On siteRunway projection test

Runway → Soirée

The visual field moved from floor to ceiling.

Guests overlooking the projected Chanel runway during installation tests — 01 · RunwayProjected surface

The projection installation suspended overhead for the Chanel after-show event — 02 · SoiréeSuspended ceiling

Floating luminous forms projected across the after-show ceiling — After showLight study 01

Linear port-inspired graphics projected across the after-show ceiling — After showLight study 02

Chanel production still life and backstage construction materials — BackstageConstruction detail

Projection contentStroke study

Credits

Moving-image content conceived for fashion, architecture and live transformation.

Blow Factory created the visual content for the 50-metre runway installation and its suspended after-show ceiling, developing a continuous maritime language across both spatial configurations.

Project credits

Client · Chanel

Agency · La Mode en Images

Visual Content & Animation · Blow Factory

Additional individual and technical roles require confirmation.

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