New York City has landed in Milan! Overnight, 15 XAG crew (each averaging 18km on their iPhone step counts!) transported Upper Manhattan into a series of 8 enormous 5m tall windows at Milan’s iconic La Rinascente for Michael Kors.
The gigantic scale of the windows gave us the opportunity to create luxury New York City sets at 1:1 scale in our workshop. Seeking inspiration from sight lines and strong perspectives, we created lifelike uptown architecture incorporating the FW18 campaign seamlessly to hero the new season’s collection.
Campaign colours of marigold, teal and deep oxblood pop against the cool and contemporary white monochrome brick facades. Playful twists of coloured neon highlight recognisable NYC urban icons such as a luxurious uptown hotel canopy complete with its own red carpet. Mannequins stand at a pedestrian crossing and perch on a Central Park bench to show off the feminine, free-spirited offering of ruffled skirts and flirty dresses