Diesel x Pronounce

Role :: Creative Director

& Spatial Art Direction

Agency :: Monks

Brand :: Diesel & Pronounce

Role :: Creative Director

& Spatial Art Direction

Agency :: Monks

Brand :: Diesel & Pronounce

Client ::Diesel

Agency :: Monks

Role :: Creative

Director

Brand :: Diesel x Pronounce

Agency :: Monks

Role :: Creative Director & Spatial Art Direction

Client :: Diesel x Pronounce

Agency :: Monks

Role :: Creative Director

Global fashion brand Diesel and Pronounce—the young Chinese designer label—collaborated to design a bold collection that weaves together Chinese fashion with Italian craftsmanship.

The global fashion brand Diesel and Pronounce—the young Chinese designer label—collaborated to design a bold collection that uniquely weaves together Chinese fashion with Italian craftsmanship.

The global fashion brand Diesel and Pronounce—the young Chinese designer label—collaborated to design a bold collection that uniquely weaves together Chinese fashion with Italian craftsmanship.

Inspired by this collaborative collection, we wanted to create an experience that embraced Chinese fashion, and solidified Diesel as a true nurturer of local creativity.

Fluidity was the core concept that shaped the entire experience, inspiring the art direction and the creation of seamless, flowing visuals that brought the space and collection to life.

For the global unveiling in Shanghai, we rolled up our sleeves and transformed an empty 700-square-meter basement into a high-end, experimental exhibition that elevated the collection’s concept and art direction through lighting, music and bespoke data artwork.

In the span of only four weeks, we handled every aspect—from space design, content creation and software development to fabrication and construction.

The fluidity defined the exhibition space through real-time artworks, smooth gradient walls, neon lights, and fabric showcases that framed the products in a dynamic and ethereal setting. providing a photo opportunity at every corner.

The collection was suspended organically from the ceiling, appearing to float effortlessly while blending harmoniously with the spatial design.

The retail experience successfully engaged audiences on-site, generating meaningful interactions and widespread interest across social media platforms.

5,000 exhibit visitors.
7,384 comments, likes and shares
13,000 views on WeChat

Awards: FWA

Creative Direction: Marula Vaz / Spatial Art Direction: Marula Vaz / Spatial Designer: Diana Andrasi / Producers: Tianwei Wang, Eunice Ying, Alice Andersen / Technologist: Ron Lee / Creative Developer: Johan Holwerda

Creative Direction: Marula Vaz / Spatial Art Direction: Marula Vaz / Spatial Designer: Diana Andrasi / Producers: Tianwei Wang, Eunice Ying, Alice Andersen / Technologist: Ron Lee / Creative Developer: Johan Holwerda

Creative Direction: Marula Vaz / Spatial Art Direction: Marula Vaz / Spatial Designer: Diana Andrasi / Producers: Tianwei Wang, Eunice Ying, Alice Andersen / Technologist: Ron Lee
/ Creative Developer: Johan Holwerda

Creative Direction: Marula Vaz / Set Att Direction: Marula Vaz / Spatial Designer: Diana Andrasi Producers: Tianwei Wang, Eunice Ying, Alice Andersen / Technologist: Ron Lee / Creative Developer: Johan Holwerda