During Milan Fashion Week we presented a video installation to tell the story of the collaboration between Marina Rinaldi and Zuhair Murad for the capsule of the next Spring Summer 2025 season.

The Lebanese designer created a collection inspired by peonies, a cultural symbol for the Chinese, a representation of feminine beauty, love and health.

For the occasion we created an immersive projection inspired by Murad’s drawings, creating a series of generative contents, enhanced by the use of artificial intelligence, which helped us develop a dialogue between the space of the MaxMara showroom where the installation was held and the preview exhibition of the clothes.

The Video Installation setup includes 10 Projectors, for a total surface area of ​​126 m2, to create an immersive space where the designer’s clothes blend together with the animated graphics and the ambient sound created by Mark Bee.

A short preview of the video loops made for the installation

Various examples of how contents are projected into the environment and influence the experience of the installation, using Marina Rinaldi’s clothes as real canvases.

Some examples of our experiments with generative AI, showing the evolution of the concept and the realization of the video up to its final projected form.