APPROACH

Role: Creative Direction • Installation Design

Commissioned for White Lilly Bridal, the project was developed as a shared system between exhibition space and retail window display, with the requirement that the installation could transition between both environments without losing integrity.

The installation was developed as a single system capable of operating in both an exhibition environment and a retail window.

Stepped paper planes introduced depth across the wall, creating a series of surfaces onto which thousands of individually folded butterflies were positioned. Their varying distances from the wall allowed shadow and light to become part of the composition, changing as viewers moved through the space.

The entire installation was developed as a modular system. Every section could be dismantled, transported, and rebuilt, allowing the work to adapt to different spaces while retaining its overall composition. The underlying structure remained constant while the surrounding context changed.

Simple construction supported considerable complexity, making the installation equally suited to exhibition and retail environments.

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