DIESEL’s window display looked knockout great in Lomography. At least that’s how I remembered it to be two years ago.
DIESEL is an Italian design company known for high quality trendy ready-to-wear clothing. While its primary market is the young adults, the company has also come up with product lines for kids and babies. With headquarters in Breganze, it has expanded in more than 80 countries across Europe, Asia and the Americas with more than 400 company-owned stores.Products that go with the Diesel brand range from denims, bags, accessories, footwear, underwear, eyewear, timepieces, jewelry, home furnishings, fragrances, helmets to bags.
In 2009, DIESEL tapped some members of Lomomanila to organize groups to ideate and transform visual ideas into actual window displays in three branches namely, Greenbelt, Rockwell and Shangrila Mall. The theme was ‘Knockout’ which was based on the upcoming season sale. My friend Ailen (fangcarpenter) and I were invited to join the team of Mon Guinto assigned to dress up the Greenbelt branch. We had our fun shoot in one of the team member’s house in Ayala Alabang Village. A concrete wall in an alley was simultaneously splashed with paintballs of different colors from various directions while a female model dressed in white was standing in front. The result was a fusion of colors on the wall and on the model’s dress, not to mention all the paints that scattered over her beautiful face and body.
We came up with lomowalls printed on huge sintra boards which make up the right window (if facing the store) together with a headless mannequin wearing a dress and a boxing glove marked with a percentage sign and of course, DIESEL. On the left window, we hanged nylon strings from ceiling to the floor to hold the normal prints attached in random fashion. A bit of chaos on the left was balanced by the sense of order on the right.
The final output was an awesome feat which ran from July to August. The whole experience for me was a blast specially that it was the first time for my work to be on display together with works of seasoned lomographers. Truly memorable thanks to the entire team — Mon, Chris, Jolo, Ailen, Mariel, Pepper, Olie, Risa, Faye, Karen and Liana (online). Sorry if I miss anyone. :D