Autumn / Winter 18

For Qasimi's first menswear runway show, STUDIO BOUM created a 10ft high, slopping mirror wall inside the old disused Chelsea Sorting Office. Acting as the backdrop to the runway, it reflected the freshly-sanded parquet floors, 250 guests, and enlarged the space dramatically.

Illusion was an important part of the storytelling, as the label's collections are continuously drawing from socio-political issues, and a tidy subtlety was imperative in not distracting from the garments. Creating a point of difference from our last womenswear show at the venue, and demonstrating our dynamic and adaptive approach, we sharpened the lighting and focused only on the runway soundtracked by Mimi Xu.

Afterwards, guests marvelled at the mirror, and those not in attendance assumed we'd seated an additional 250 people on a mysterious ramp.