Spacon & X was enlisted to set the stage for colorful fashion designer Stine Goya and their AW22 fashion show; a show that creates the illusion of an ‘inside-out universe’, playing with the boundaries between the digital and the physical For their fashion collection, Stine Goya drew essential inspiration from Olafur Eliasson’s work, ’LIFE’. In conceptualising the set design, Spacon & X continued to dwell on Goya’s inspiration that represents a vision of life as abstract and blurs the lines between reality and artificiality by using digital tools. 

The show was hosted in the enigmatic halls of Designmuseum Danmark, a space that entails much character, charm and potential in itself. The set design had a clear aim of creating a concept that framed the collection within the room without taking anything from the magnificent room which was solved by integrating technological elements that would enhance, reflect, and reframe the surrounding input.

Spacon & X aimed to create a sense of reality that is a subjective matter to the individual observer, and dependent on which media you observe it through and decided to work with the space between reality and artificiality, by framing a virtual parallel space in the physical reality. Where the human and architectural aspects of the runway came together and were enhanced and mirrored by a subversive digital perspective created by interactive and digital screens during the show. 

In the set design, Spacon & X recreated how nature responds to human interaction by employing the old technique of a feedback loop between camera and screen. When the models on the runway walked between the camera and the screen, a digital artificial ripple effect was evoked reminiscent of someone sweeping their hands through a meadow of flowers. The set design contained six screens setting the stage. As the first model walked past, a ripple effect started that created an infinity of replicated models walking past behind her. A response to the analogue human presence framed in a digital and innovative way.

The digital screens also created a bright, playful and imaginative atmosphere for the guests, inviting them as outsiders to enter the infinite and colorful possibilities inside the Stine Goya universe. In between the six interactive screens, mirrors were placed to further enhance the feeling of infinite space. Not only were the models multiplied by the pulsating screens, but the rooms, guests and overall atmosphere were also framed within the mirrored worlds. 

As the focus on sustainability has heightened for Copenhagen Fashion Week, these aspects were taken into account at every stage of the design process. The seating elements created for the show are to be integrated into the coming exhibition design that Spacon & X is currently working on at Designmuseum Denmark. Furthermore, all other equipment was rented to make the set design come together for this unique and one day only event, which allowed for the show to be 100% waste-free.