Anthos Scenography: Redefining Fashion Presentation at Polimoda Graduation Show 2023 by (ab)NORMAL

The Polimoda Graduation Show 2023 marked a groundbreaking moment in fashion presentation, as leading design firm (ab)NORMAL unveiled its visionary scenography titled “Anthos.” The highly anticipated event took place on June 15th during the 104th Pitti Uomo in Florence, Italy, transforming the newly inaugurated B4 building at Manifattura Tabacchi into an immersive stage for Polimoda’s graduating designers.

An Immersive Visual Experience

(ab)NORMAL’s design concept for Anthos Scenography reimagined the conventional runway experience. Preserving the industrial elegance of the Pier Luigi Nervi-designed structure, the firm introduced a bold spatial intervention. A translucent polycarbonate wall, spanning over 80 meters, divided the venue into two distinct zones. One side welcomed guests, while the other functioned as a backstage area bustling with preparation and creative energy.

A striking white curtain enveloped the perimeter, blocking natural light and creating a dramatic void. As the show commenced, choreographed lighting revealed silhouettes and shadows, offering the audience a rare behind-the-scenes perspective. This innovative approach blurred the boundaries between performance and preparation, immersing viewers in the raw intensity of fashion production.

Sustainable Design and Circular Materials

Sustainability was a core principle in Anthos Scenography. Every material incorporated into the set design was chosen with its lifecycle in mind. Following the event, all components were dismantled and reintegrated into the production cycle. The polycarbonate panels, a central feature of the set, were returned for recycling and will be transformed into new materials. This circular design approach underscored (ab)NORMAL’s commitment to reducing waste and promoting environmentally responsible scenography within the fashion industry.

Manifattura Tabacchi: A Hub for Innovation

The B4 building of Manifattura Tabacchi, where the Polimoda Graduation Show unfolded, is an architectural landmark embodying the fusion of modernity and heritage. Designed by the renowned Italian architect Pier Luigi Nervi, the rationalist structure has been revitalized as part of an extensive urban regeneration project. It now serves as a dynamic hub for Polimoda’s creative workshops, symbolizing a space where tradition meets contemporary fashion innovation.

Polimoda Graduation Show: Showcasing Emerging Global Talent

The 2023 Graduation Show featured 25 collections and over 100 looks, highlighting the creative excellence of Polimoda’s international student body. The Anthos Scenography amplified the showcase, allowing each designer’s vision to unfold within a setting that celebrated both fashion and architectural ingenuity.

Through its fusion of cutting-edge stage design, sustainable practices, and a historically significant venue, the Polimoda Graduation Show 2023 set a new benchmark for fashion presentations. (ab)NORMAL’s Anthos Scenography exemplifies how architecture, performance, and sustainability can converge to redefine the future of fashion events.