ALF SERVICE: RAW DENIM DOME c/o PITTI UOMO

Florence, Fortezza da Basso, June 19th-24th 2012

During the fashion exhibition Pitti Uomo, G-Star presented RAW Denim Dome, an event-exhibition staged in the octagonal room of Fortezza da Basso in Florence. The octagonal room, eight-metres high and with a superb brick herringbone vault, was part of the monumental path to Fortezza da Basso (built in 1537). The G-Star brand, committed to modernity, has put on display a few examples of the endless handicraft possibilities of the raw material used in its collections (the Raw Denim), reinventing the deep and intense “Toile de Chine” blue colour. During the evening, the American singer Dre Love entertained the audience with a live performance. ALF Service managed the entire set up as well as the technical equipment, making the 250 sqm wide denim background, which run along the entire surface of the room, and designing a sound/light project to gently “envelop” the viewer within the exhibition space.

ALF Service, working together with directors and international set designers, has specialised in the communication, set design and lighting of big events. It also offers its international experience together with light designers, innovative technical sets and refined entertainment.