Showroom PFW 25

For Paris Fashion Week, Westwing partnered with Crosby Studios to unveil a capsule collection designed by Harry Nuriev. The ambition was to create a full 360° activation that reflected the intersection of design, fashion, and contemporary art. The concept centered on a temporary showroom envisioned as a futuristic apartment. The challenge was to translate Crosby Studios’ strong visual identity while coordinating a global communication strategy, delivering a cohesive physical experience, and casting talent that perfectly resonated with this universe.

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Our answer:

While the art direction bore Harry Nuriev’s signature, our role was to bring this world to life through a tailor-made strategy, from concept to execution. We designed and produced the entire activation, overseeing communication strategy and talent management to ensure a seamless and coherent narrative across all touchpoints.

Every detail was considered an extension of the art direction, from talent selection across music, influence, and lifestyle, to curating experiences including the showroom, opening night, outdoor installation, and café. The result was an immersive, carefully staged experience guided by a monochromatic aesthetic and a distinctly contemporary tone. Our work connected Nuriev’s artistic vision with Westwing’s lifestyle universe, creating a shared language between design, music, and culture. This was an activation that was both strategic and sensitive, where every element, from the furniture to the soundtrack, contributed to the storytelling of this creative collaboration.