John Lobb LC:M Presentation

Concept and design for John Lobb SS15 presentation in Elms Lesters gallery, London LC:M, by My Beautiful City production

The brief included presenting JL new short animation film ‘Time’s the Charm’, the contents of which inspired the entire showcase design.

On entry the guests could watch the film from a large projection screen. As they progressed upstairs through the narrow staircase, the two long scenic backdrop painting galleries lead them through a contrasting journey between the heritage classical collection of shoes and the bold, colourful trendy range for the summer season.

The classical collection sat on large bespoke consecutive Perspex frames, forming a minimal perspective down the long gallery space, ending with the kinetic ‘Machine a Marcher’- a JL installation of moving shoe forms.

The second space with its paint-splashed walls continued the rectangular theme in the form of consecutive ‘arches’ –sides printed with the colourful psychedelic motifs from the film and tops printed with the sky print. The sky through the 12m high glass top ceiling of the gallery formed a distorting backdrop to the arch cloud prints, continuing on to the back wall of the gallery. The shoes were sitting straight on the painted walls as if in air on the Perspex shelves.