PROENZA SCHOULER: ‘ARIZONA’


SPACE - Fashion Week
2018

Scope: Scope: Concept Development, Scenography, Visual Direction

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 Inspired by Land Art, I co-conceptualized and designed a fragrance launch for Proenza Schouler's Arizona — a spatial journey through desert delirium, built from pink sand mounds, concrete monoliths, and LED screens at varying definitions, with a dreamy soundscape guiding guests through the world.  

Through a corridor of low-density LED monoliths dissolving into fog, guests descended into delirium — the boundary between desert and dream dissolving with every step.  Below, the oasis arrived— LED screen monoliths, fragrance displays, and a concrete stage rising from pink sands, with stacked rocks and concrete slabs completing the Land Art visual language. Psychedelic tunnels, sunset cocktails, and a 21-foot LED screen burning with Arizona desert imageries — where SZA performed into the night.

















Client: Proenza Schouler
Production: Bureau Betak



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