Ministry of Creative Affairs is a fictitious ‘establishment’ – a conceptual platform aiming to showcase design talent from Estonia and to explore innovative ways of presenting fashion through multidisciplinary means. Based on the contrast between an old and rigid facade of the ex Soviet country and the immensely creative content, the Ministry manifests in an immersive installation of an upside down office, complemented by an audio-visual narrative of moving image and soundscapes – a world that had its own ‘breathing’, inspired by Nordic nature, ancient mythical animism traditions and the country’s unique aura.
Within this umbrella-narrative four emerging designers were introduced as ‘Ambassadors’ Kadri Kruus (leather accessories), Kristina Viirpalu (womenswear), Karl Annus (wooden spectacles), and Kristian Steinberg (menswear), each with their own display space built of whitewashed vintage office furniture.
The key to the experience laid in the fashion film ‘After Beyond,’ in which the designers products acted out a mystical scenario shot in snowy white Estonian nature. The ethereal plot was translated into the spatial layout, following a similar journey through the space and ending with the film projected onto a curtain of white yarn. Guests were expected to walk through it, and by doing so enter the story and magic that lies ahead. The experience also involved a composed experimental soundscape, which transformed the visual pixels of the film visuals into sounds, mixed with violin and cello.