Hugo Boss — Firenze, 2008

A graphic catwalk design by Benjamin Van Oost.
A project from Villa Eugenie

Project: Hugo Boss
Work: Catwalk design
Location: Florence, Italy
Year: 2008

           

The Project

For a Hugo Boss runway presentation in Florence in 2008, Benjamin Van Oost brought drawing to the scale of the floor. Ochre lines spread across a dark surface, framing the models’ route around a central rectangular pool.

Seen from above, the setting becomes a large graphic composition. Broad zigzags run through the centre, while dense bands of curved and angular marks follow the edges of the catwalk.

The Approach

The runway artwork builds on repetition. Loops, triangles, arcs and intersecting lines form horizontal bands, retaining the irregular rhythm of drawing by hand. Their warm colour stands out against the dark ground, making the pattern visible both across the space and in close views beneath the models.

Elsewhere in the event setting, white figures cover a dark floor surrounded by trees. Rounded bodies, exaggerated proportions and expressive faces introduce a more playful visual language. Under the coloured lighting, these bold shapes become part of the atmosphere of the evening.

The Result

The finished setting places drawing directly within the movement of the event. Models cross the patterned runway, while guests gather over the figurative floor works. Both surfaces bring the artwork into the
spaces people occupy.

The project connects pattern, character and scale. From the overall arrangement around the pool to the individual marks captured in runway photographs, the floor becomes a defining part of the setting.

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