REDValentino celebrate the 2021 edition of Chelsea in Bloom fascinating theme a rip-roaring and extraordinary voyage that breaks through exotic and unknown lands. A story of an intriguing new culture marked by a narrative based not only on imagination and marvels but also on metaphors, ancient myths and compelling symbols. With a cosmopolitan and open view to the world, REDValentino captured the spirit of adventure and fostered creativity by teaming up with three Hawaiian designers Kehaulani Nielson of Kahulaleʻa, Carrington Manaola Yap of MANAOLA Hawaii and Kini Zamora for a limited edition capsule collection dedicated to tradition and culture.
As main source of inspiration, the designers declinated the myth of Pele, a creation Goddess of fire and volcanoes of the Hawaiian Islands. Each one of them, depicted a specific part of the legend and crafted with their unique creativity a graphic design.
In this project I worked as Art Director for the production of the communication package. In collaboration with the talents I've created an engaging presentation of the Capsule Collection telling trough video and photos the making of for every artist's inspiration. I also coordinated the London's event communication pack whit the amazing floral installation; I'd creatively briefed the talents and create the moodboard and coordinate the set and supervised the final delivery. Finally, to present the project I've realized a mini-website as perfect frame for the project.
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