John Lobb LC:M AW14


Concept and design for John Lobb AW14 presentation in Bloomsbury Ballroom London LC:M, by My Beautiful City production (2014)

The timeless classics of John Lobb shoes can be viewed as artpieces for their craftsmanship and quality, hence inspiring the concept for a gallery with ‘living frames’. The dark basement space encompassed live moving ‘frames’ with models inside, as well as static displays with mannequins and set elements to illustrate the various scenarios for the shoe styles (city, park, luxury hotel, East London, etc). All the frames were raised to a height where the shoes were on eye level, as paintings in a museum. The presentation ended in an althar-like installation of JL yellow shoeboxes, forming a bespoke shoe-shine service area for those interested.