Trends & Insights

Versaces underwater dream

Coral-like Pop Up Installation at Shanghai's Shopping Mall

In spring 2021, Milan-based fashion house Versace brought a temporary interactive pop up installation to Shanghai’s Plaza 66 luxury shopping mall. The shell-shaped structure, with intricate coral cladding and a giant Medusa sculpture, borrowed from the brand’s upcoming spring-summer collection.


Brooklyn-based designer Noah Edelstein, created a custom interactive LED floor that brings the installation to life with swirling water and sea creatures that react to and follow visitors’ steps.


The role of women is at the forefront of the installation. In collaboration with Shanghai Fashion Week, a Chinese version of the project “Power Talks” has taken place, aiming to promote discussion on women’s empowerment.
Several interviews with executive creative director Donatella Versace, in conversation with a range of female personalities including Irina Shayk, Precious Lee, actress and model Indya Moore, photographer Lucka Ngô and activists Chelsea Miller and Nialah Edari, were recorded and shared on the brand’s social media accounts.


An absolutely successful experience project!



Image Copyright by Noah Edelstein 2020


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