Femme Fanatique designs, produces and trades handmade tango shoes and accessories.

Tango means passion, rhythm, tension and intense feelings. These are the exact values that are being communicated by the Corporate Identity designed for Femme Fanatique.

The illustration with the characteristic floral pattern acts as a key visual that refers indirectly to the cradle of tango, Argentina.

The unique design aspects of Femme Fanatique’s corporate identity are being highlighted to the maximum by the store’s indoor and outdoor applications, by the digital applications and also by the product packaging.

The packaging functions as a structural/decorative component of the custom designed, product - placement space of the store, giving an exclusive, intensively rhythmic and agile character to the store.

 

Store designed in cooperation with CTRLZAK art & design studio in Milan, ITALY:

Perfect balance
Femme Fanatique is a space dedicated to the world of tango. Femme Fanatique’s shoes are designed with passion and are entirely handmade by specialized artisans. CTRLZAK’s design presents these exact elements, interpreting the essence and the posture of the dance while emphasizing at the same time the process and the quality of the product.

Technique and improvisation, discipline and creativity are the elements that within the space of an embrace form the true nature of tango. As in a milonga, CTRLZAK’s project positions in space the various elements that embrace the visitor/client within the store. The specially designed display wall that functions as the main exhibition area for the creations of Femme Fanatique is not static but permits instead a multitude of diverse arrangements as it happens in tango where nothing is predetermined but instead is created through the tempo and the rhythm of the music.

In tango the movement of the whole body is important starting from the feet themselves while placing emphasis on the main axis of the body which becomes a connecting link through the couple’s embrace. This is represented by a central installation where the shoes follow the basic steps of the dance encased under protective glass domes underneath weighted lines that indicate the precious creations. The suspended lines become the ‘fil rouge’ that symbolizes the common axis that a tango couple should have, a unique balance that makes reference to the body’s correct posture within space.