rami kadi

art direction

couture under projection, where the light had to serve the cloth.

projection in a room with couture in it has one job and it is not to be impressive. the moment the light becomes the subject, the cloth stops being the reason anybody came.

so the direction was written as a limit rather than an idea: nothing on the screen may compete with what is on the floor. the work sets the room, holds its temperature, and gets out of the way.

discipline: art direction

what it is: projected installation

setting: couture presentation