The Victoria shoe brand counts on the Spanish designers Josep Ruà and Nelly Domínguez, once again, to present their new collection
BACK TO URBAN STYLE FOR VICTORIA HAND IN HAND WITH YOYO CREATIVO
History repeats itself and the Spanish Josep Ruà and Nelly Domínguez, both interior designers and founders of the YOYO CREATIVO studio, are again in charge of the stand for the well-known shoe brand Victoria. This time they bring a strong urban inspiration that transports us to, and immerses us in, the bustle of the big city so that this new creative romance between Victoria and YOYO CREATIVO could easily have started like a fairy tale.... "Once upon a time there was Victoria and the city….."
"What inspired us”, says Josep Ruà, “is the city as whole. We wanted to show the link between Victoria and the city, the adventurous and the bold, the monochrome buildings of different heights making impossible skylines, the streets and crowded places, the movement, and of course the colours and textures characteristic of Victoria ".
To achieve this effect, the stand’s base is industrial and urban: a fence. Its modules of lacquered iron mesh grids form and distribute the space and layout of the stand, with swaying movements that seek to reflect the ordered disorder typical of all big cities, emphasising energy and avoiding excessively rigid or linear forms.
And of course, they couldn’t leave out the street art, enduring but not unchanging, immediate and youthful, so close to the spirit of Victoria. To get this feeling and in "cup rocking" fence style, plastic cups have been replaced by printed colour paper plates, which are hung from the wires of mesh. The layout is such that the mosaic image of the walls sways as people walk by creating a vibration of colour and bringing energy and freshness to the whole stand.
The graphic image made from these plates has been made by the Catalan illustrator Conrad Roset, and it tells a story which contrasts rural and urban nature and where natural and urban landscapes, seascapes and everyday objects are in harmony with monochromatic shapes, without fading or different colours.
This story will be told and retold in The Bread And Butter Berlin, Micam-Milan and Modacalzado_Madrid, where we expect the breeze to blow and the graphics to speak for themselves.