Proenza Schouler Arizona





CREDITS
Client: Proenza Schouler + L'Oréal
Production: Bureau Betak
Creative Direction: Simon Caillaud
Design Direction: Sayoko Osada + Troy Hillman
Producer: Laetitia Sebban

All photos by Ethan Calabrese
All renderings by Sayoko Osada
SUMMARY
Inspired by Land Art, we designed and executed a series of installations made of pink sand mounds, concrete monoliths, and LED screens at varying definitions.  

Through a dreamy soundscape, guests encountered the Arizona letters rising out of a sand mound which acted as step and repeat. 

Descending down the central stairs into a glowing fog corridor, they got immersed into the lower-level dreamscape featuring fragrance display, tunnel with psychedelic visuals, stage, bars with sunset-inspired cocktails, and 21-foot wide LED screen.

Lit by the Arizona desert exploration imageries on the screen, guests danced their night away to DJ’s and special performance by SZA.






ENTRANCE










TRANSITION












MAIN SPACE










FRAGRANCE DISPLAY










TUNNEL









STAGE











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