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Lighting up G-STAR’s 4D archive at Pitti Uomo in Florence
G-STAR returned to Florence with a bold ambition: to create a museum-worthy 4D experience that captures the essence of denim. Not a show, not a store, but a time capsule powered by emotion, design, and audiovisual technology. Together, we brought that vision to life.
Audiovisual technology
Exhibition stands
Turning Magazzino 07 into a denim experience
How light became the storyteller at Pitti Uomo
G-STAR doesn’t do ordinary. So when they asked us to help shape a sensory installation that brings their archive to life, we knew it had to be more than beautiful. It had to move people. The creative team envisioned a sculptural, layered space where each piece of denim felt like a relic with a story. That’s where lighting came in. Our job: translate this vision into a high-precision, high-impact experience. Within tight constraints. On a fragile roof. In just a few days.
Lighting as a medium
Designed to shape perception, not just to light up
Every beam had a purpose. Using 150 ultra-light Scena LED Fresnels, we gave depth, shape, and shadow to over 70 denim sculptures. With minimal overhead load, we sculpted the space from the ground up, literally. No rigging. No heavy gear. Just clever modular trussing and absolute control. Custom gobos projected G-STAR iconography across surfaces. A haze system made light tangible. Lighting wasn’t decorative. It was narrative.
Audio & atmosphere: an immersive mood with maximum subtlety
Less volume. More feeling. A custom L-Acoustics sound system added sonic texture without overwhelming the space. A live violinist created emotional peaks. Scent diffusion added earthy depth. Basalt gravel crunched underfoot. Every detail was curated for a tactile, contemplative journey, one that made people slow down, look closer, and feel more.
Form meets function
Sharp timelines. Low footprint.
We built fast. We built smart. Pre-assembled trusses, local logistics, and lightweight gear, all carefully chosen to reduce impact and meet the venue’s strict requirements. All equipment came from our rental stock.
The result
A benchmark in live fashion storytelling
The experience turned heads and sparked conversations. International press. Culture critics. Buyers. Designers. All left with the same thought: this wasn’t just denim. This was storytelling through light, space, and emotion.
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Loek
Retail Strategy Director