Studio Cullen Williams created a series of white podiums for the presentation of British outwear brand Mackintosh's Autumn Winter 2016 range during London Collections: Men (+ slideshow).
Models stood on and around the box-like structures for the duration of the two-hour event on Saturday morning.
It took place on the lower level of the Art-Deco Palm Court lounge at The Park Lane Hotel – a Grade II-listed building in Mayfair.
London-based Studio Cullen Williams designed the minimal sculptural shapes to contrast with the decorative interior, which features fluted columns, golden railings and ornate cornicing.
Each stand was a slightly different size and shape, including L-like forms and stepped rectangular podiums. The studio arranged these across the open floor area, while a row of large white boxes stood behind the set on the raised level.
"We wanted the objects in the room to look like sculptures in their own right whist still being the correct heights for models to stand on and next to," said studio founder Ben Cullen Williams, who also built a series of glowing perforated boxes in a space that hosted fashion shows during the previous edition of London Collections: Men.
The clean volumes served as a suitable backdrop for Mackintosh's outwear, which this season included coats in a variety of cuts, colours and patterns.
"The clean minimal white was created to best compliment the current collection from Mackintosh," Cullen Williams said.
Static presentations are becoming an increasingly popular way of showcasing new collections, giving buyers and press a wider time frame to visit the space and look at the garments during a packed fashion week schedule.
Visitors to Mackintosh's showcase were able to wander between the podiums and around the models, enabling them to see garment details much more clearly than they would during a catwalk show.
To create the right atmosphere in the space, Studio Cullen Williams worked with lighting designers Renegade to alter the usually soft ambience.
"The tones of the room were made much whiter, which allowed the installation to look in harmony with the surroundings whist contrasting with it simultaneously," said Cullen Williams.
The eighth edition of the biannual London Collections: Men fashion event took place 8-11 January 2016.
The London College of Fashion MA Menswear show on the first day included graduate collections that featured tudor-style ruffs, dismembered mannequin hands and recycled cardboard coats.
Installation photography is by Suzie Jay. Event photography courtesy of AI PR.
Producer: 6UP Productions
Stylist: Jamie Surman
Set builder: Oli Stewart
Lighting: Renegade Lighting
Music: Project Audio Sound
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