The Prince of New York Fashion
Alexander Wang is universally known for his experiential fashion shows and afterparties. To showcase his Fall 2019 collection, we transported his guests to a two-story and two-part interpretation of the American Hustle.
Creative Direction and Experience Design
Completely taking over the former Williamsburg Savings Bank in Brooklyn, the guest experience was designed to reflect an “uptown” vs “downtown” aesthetic. Attendees were first welcomed on the top floor with a champagne-and-caviar holiday party, complete with white-gloved butlers serving hors d'oeuvres and a backdrop of live violinists.
Stage Design
As the show opened, guests were welcomed down to the basement - a dark, red room where jet black walls transported them to the other side of the American hustle. A complex lighting system accompanied by a low rumbling bass soundtrack ending in Rick Ross's "Hustlin'" brought the show to an emphatic close.
Scope of the Project
The project encompassed creative direction, experience design, and stage design, meticulously crafting a narrative that bridged the elegance of "uptown" with the gritty essence of "downtown." This immersive experience highlighted the duality of the American Hustle, captivating the audience with contrasting atmospheres and sensory elements.
Services
Produced at Studio Institute
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