"THE MAGIC BOX" is my project for the APARTMENT section of the PITTI BIMBO fashion show - linked to the general theme "THE PITTI BOX". The project is located in an ex Lyceum at the entrance of the fair site, where the corridors of the school are mainly dedicated to bar & lounge and 7 kids fashion collections, while the school rooms on the sides are used by other 17 brands. I have designed both “THE MAGIC BOX" general concept and the proposal for each single collection – a proposal that can be customized by the brands to match better their seasonal themes. At the entrance of the building a mysterious black cube invites to look inside through a slit, to discover the key themes of the installation reproduced in mockups that reflect themselves endlessly in a game of mirrors. In the lounge blue corridor, 3 big structures made of light, and shaped as an outlined box, frame the seating for visitors, thus becoming the protagonists of the installation, while in the bar brown area, 3 large hanging lampshade-boxes, hide LED chandeliers reflecting themselves in infinite reflections. On the side of the bar counter 2 big wall frames get to be the benches for the bar users. In the side rooms, the general theme is declined – when approved by the fashion brand - in “box shaped” displays and geometric kind of graphics, but when required differently, the layout was arranged in a free kind of settings: hanging bars, curtains, big images that portrays the seasonal collection.