FENDI FRENESIA A/V INSTALLATION

StudioAIRA! met FENDI and Maison Francis Kurkdjian for Milano fashion week. We were asked to represent the new Fendi Frenesia pink fragrance, created by Francis Kurkdjian, through sounds, shapes and motions to develop an synesthetic experience in a sensorial room at Fendi flagship store in Milan. Through an attentive process we were able to analyze and convert the color and the scent into frequencies, waves and sinusoids which draw a force field that changes with time and rhythm, so that the vorticity of the liquid is guided by the melody. The Fragrance dances to it’s own rhythm, crashing on transparent walls, separating it from the tangible world. Client: Fendi Art Direction, CGI, Production: studioAIRA! Music: Valerio Baiocchi