Black Room
THE PRINCE OF NEW YORK FASHION PRESENTS HIS VISION OF THE AMERICAN HUSTLE

Scope

Creative Direction

Experience Design

Stage Design

The Client

Alexander Wang is universally known for his experiential fashion shows and afterparties. To showcase his Fall 2019 collection, Institute transported his guests to a two-story and two-part interpretation of the American Hustle.

The Process

Completely taking over the former Williamsburg Savings Bank in Brooklyn, the guest experience was designed to reflect an “uptown” vs “downtown” aesthetic. Attendees were first welcomed on the top floor with a champagne-and-caviar holiday party, complete with white-gloved butlers serving hor d'oeuvres and a backdrop of live violinists. As the show opened, guests were welcomed down to the basement - a dark, red room where jet black walls transported you to the other side of the American hustle. A complex lighting system accompanied by a low rumbling, bass soundtrack ending in Rick Ross "Hustlin'" brought the show to an emphatic close.

Black Room
ALL PROJECTS
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