PROENZA SCHOULER’S CUBES


On Wednesday, American design duo Jack McCollough and Lazaro Hernandez, the guys behind the noted label Proenza Schouler, presented a retrospective exhibition at Le Bon Marche in Paris. While 80 key-looks from their past 12 years in business were on display, the exhibition’s main attraction were the interactive 3D cubes placed in an enclosed and dark room in the middle of the floor.
Created especially for the event by Alejandro Crawford (visualist for MGMT amongst others) and Brian Chasalow, signature patterns and artwork from past collections were combined with video from runway shows to represent two animated facets of Proenza Schouler. Projections were individually mapped onto each face of the cube as an ever-shifting kaleidoscope, which changed as viewers moved around the room to find themselves completely immersed in the Proenza Schouler universe.

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