Balenciaga proves that producing fashion events is an art in itself.
For its fall/winter 2024 show, the French luxury fashion house commissioned the US design studio Cour to create a 3D world.
The collaboration with Cour and New York-based Good Company for the Fall/Winter 2024 show aimed to explore the balance between sophistication and vulgarity, provoking a dialogue of beauty and chaos in the fashion and art worlds.
Floor-to-ceiling digital installations showed photorealistic landscapes that changed over the course of the show. Inspired by the theme of ‘Good Taste vs. Bad Taste’, views ranging from Icelandic viewpoints to dunes in the Sahara gradually revealed their artificial nature created by technology.
Led by Balenciaga creative director Demna Gvasalia and Berlin art studio Sub, the presentation evolved from depicting ‘good taste’ in a natural setting to deconstructing ‘bad taste’. The immersive experience unfolded across high-resolution video screens that seamlessly covered the walls, ceiling and floor.
“This was an incredibly challenging and ambitious project to undertake,” said Cour designer Erik Anderson. “Working with Good Company’s content team was fantastic as we had to overcome many creative and technical obstacles to create a seamless visual experience in such a space. We are very proud of the final product our team achieved.”
Beyond Balenciaga, the studio is known for its visual content and designs for artists including Canadian singer Shawn Mendes, British musician Charlie XCX and US band Paramore.
This article originally appeared on FashionUnited.uk. Translated and edited by Heide Halama.