Alexander Wang SS12
Immersive Brand Experience
2012
- Client
- Alexander Wang
- Venue
- Car park beneath the High Line, New York
- Dates
- February 8 – 16, 2012
- Role
- Creative Direction & Production
PRODUCTION
Creative direction and production for an immersive brand experience for Alexander Wang during New York Fashion Week. MSP imagined how the brand’s Spring/Summer 2012 film, directed by James Lima and starring Liya Kebede, could move into a three-dimensional space, one that paid homage to the source material while extending it into an entirely new experience.
THE INSTALLATION
Inspired by arcade video games and racing cars, the site-specific installation took over an empty car park beneath the High Line in the Chelsea gallery district. Two crashed 1979 Chevrolet Monte Carlos sat against a staged grid of fluorescent lights, the film playing across their windows on specialized 3M rear-projection film, with sound emanating from beneath the cars. The installation was free and open to the public 24 hours a day for seven days.