Visual Direction, Graphics &
creative project management
Milano design week
During Salone del Mobile ISKO presented “Denim Sound Textures”: the first immersive and interactive space to discover the surprising multi-sensoriality of denim has been put on by ISKO, a leading ingredient brand in the global denim production and research scene.
A material to see, touch and even listen to, in a first-of-its-kind project that involves some of the most beloved fashion brands in the world, Hugo Boss, Madewell, Replay, Dovetail, Francois Girbaud, Taylor Stitch, 7 For All Mankind, Blue de Genes, Tiziano Guardini, and O’Neill. Each brand, different from the next, interprets ISKO denim in their collections according to their style.
The heart of the project was a series of denim technologies that ISKO has designed and developed over the years. It’s a result of research conducted by a rigorous logic for responsible innovation, to amplify the creative and performing possibilities of fabric rich in tradition. Each technology had its story told in an interactive sculpture gaving shape to the fabric, enhancing its peculiarities. The result was a sequence of installations with an abstract and organic design.
Each sculpture, when directly touched, emitted a specific acoustic pattern created by sound designer and composer Chiara Luzzana. She was entrusted to do the acoustic research around these technologies. Her research investigates noises and objects to create new harmonies. In the “Denim Sound Textures” project, Luzzana extracted sounds from different types of fabrics, using methods and techniques that are consistent with the characteristics of each one.
The entire installation was designed with recycled materials. “Denim Sound Textures” was the chance to experience denim in its multidimensionality, which also included sound unexpectedly experienced by our eyes, hands, and ears.