The founder and creator of the new brand LM10, Lorenzo Murgolo, contacted us to create the setup for his first Milanese fashion show during Fashion Week 2024, held at the LineaPelle venue in the city center.

The space for the runway needed to reflect the brand’s philosophy and the collection on display, highlighting the typical characteristics of Italian artisanal tailoring: high quality, sustainability, passion, and meticulous attention to detail, as well as the informality and freshness of denim, the main material of the collection, reinterpreted in a modern and refined way.

In collaboration with stylist and creative director Mario Dice, a refined and elegant designer representing made in Italy on an international level, we designed a minimal setup where simplicity and linearity aimed solely to highlight the denim pieces.

The lighting design and bespoke video content emphasized the surprising and informal nature of the fashion show, which took place among the audience, without a runway, allowing everyone to feel like an integral part of the spectacle, without barriers, for a direct and engaging experience with the brand and its author collection.

In the photobooth area, guests could take and print photos to create an unforgettable memory of the evening and the brand’s debut in the glamorous Milanese fashion system.