Trend Report: The Fashion Industry Rocks Raw Space
In today’s crowded retail landscape, brands are tapping raw spaces to bring innovation and excitement to the traditional runway show. For three years, SITR has been a key partner in the industry’s embrace of unique space.
Leading the Pack
World-renowned fashion designer Carolina Herrera tapped Space in the Raw to break away from “been there, done that” spaces. After three years of presenting her Fall collections in the Upper East Side, Herrera surprised the industry with an uptown-meets-downtown vibe for her FW17 show, debuting her line in an abandoned warehouse in the Meatpacking District.
With 25,000 square feet of space, 25-foot ceilings and a skylight designed by architect I.M Pei, this venue space created a contemporary ambiance for her line to shine. Out of over 150 runway shows held in New York during Fashion Week, Herrera’s show was the only one to occupy this warehouse space. After the show, Herrera said, “I love New York and discovering unexpected hidden treasures.” We’ll take that as a compliment.
Re-invent the Runway
For her tech-driven FW17 presentation, Sally LaPointe engaged Space in the Raw to find a never-before-seen space to house life-sized screens that displayed her new line. The interactive experience set within a striking industrial warehouse brought modernity and edge to the brand.