10horses by Per Zennström, on Tumblr

Fluorescent tubes and street art mixes with high fashion

This fashion project was revealed on Jan. 19th. during Berlin Fashion Week 2012  and consisted of a multi-projector, site specific video installation, (outside in the streets as well as inside the chic nightclub Tausend) plus a traditional print campaign. 

Aiming to merge the label Marcell von Berlin’s confident & edgy fashion DNA with the city’s unique and gritty street-art sensibility we decided to integrate already-in-place art pieces by Olafur Eliason & JR into our project. The layering our fashion narrative on top of their work resulted in productive clashes of imagery and a unique and very urban texture which suited the labels temperament very well.

Integrating all aspects of this project, such as Print, Digital, Video, Event & Marketing into a cohesive whole, the idea was to offer a tech-savvy and marketing-effective edge to the label which was showing a collection for the first time and demanded something edgy and high-energy.

… an example of this thinking: The promotional event at Bar Tausend was treated more as a street-art installation where we re-cycled imagery and video from the still campaign. Chasing our own tail so to speak…

A “fluorescent cube” was a central element which appeared in every part of this project and offered a visual “red thread” that held everything together. The cube was built with of-the-shelf material from any hardware store and literally held together with tape.

Director: Per Zennström

Director of Photography: Björn Jonas

Stylist: Diana Nagler

Hair & Make-Up: Ilka Jänicke

Line Producer: Kathrin Limburg

Model: Jenny Strahl

VSX: alterschwede.se

Location: CarLoft Berlin