Tide, a kinetic window display for Alexander McQueen

We worked with Alexander McQueen to design a display for their flagship store in London to showcase the new Curve bag. Drawing inspiration from the SS21 campaign film directed by Jonathan Glazer – a dystopian short unfolding on the banks of the capital’s iconic River Thames – we created a display that mirrors the movement of the tide to bring the peace and tranquility of the natural world into the heart of the city.

Framed by the window, the three-layer-deep row of bags mimic the natural cycle of the river, gradually rising to reach ‘high tide’ where they oscillate up and down like waves before descending to ‘low tide’. Echoing the rhythmic ebb and flow of the Thames, the installation mediates the river’s slow and steady ‘breath’ in real-time.

Implanting a moment of calm into the midst of a busy shopping street, the window’s gentle tempo invites passersby to slow down, reconnect to the pace of a river-side stroll and lose themselves in a few minutes of contemplation. Starting in London, the display will travel on a world tour taking the tide and its cycle to different cities.

  • For:
  • Alexander McQueen

  • Role:
  • Creative Concept, Art Direction and Experience Design

  • With:
  • Souvenir

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