Melbourne-based fashion designer, Alexi Freeman (AF) and Hobart-based architect Aaron Roberts (AR) (Room11) last night launched an exclusive Pop Up installation as a part of the 2009 L’Oreal Melbourne Fashion Festival.
Combining under the collaborative title AFAR, Freeman and Roberts have produced the breath-takingly unique installation to showcase Freeman’s latest collection for AutumnWinter 2009 collection, Criss Cross.
The parallels between architecture and fashion design have long been recognized, as both are concerned with housing the body, facilitating movement, and creating design solutions for contemporary lifestyles. Focusing on the interconnected realms of both disciplines, the collaboration explores how the language of Alexi Freeman’s design process and outcomes can inform the creation of an immersive spatial environment that serves to operate simultaneously as exhibition space, showroom and shop.
Exploring this years LMFF theme ‘Cause & Effect’ the AFAR ‘Pop Up Shop’ is part of a larger show entitled Give/Take, exploring the concept of ‘giving and taking’ in fashion. Where do design ideas begin and where do they ultimately end? What sort of engagement does fashion broker? And how does architectural space contextualize our interaction with clothing?
The AFAR project explores textile and pattern-making methodologies via a topographical extrusion of the ALEXI FREEMAN flapper motif, to create spatial constructs in which to view and experience the ALEXI FREEMAN A/W 09 collection.
POP UP SHOP & INSTALLATION OF ALEXI FREEMAN AW09 CRISS CROSS COLLECTION
A Collaboration between Alexi Freeman & Aaron Roberts
66B Johnston Street, Collingwood, Melbourne, Australia
Sunday March 15 – Sunday March 22, 12 – 6pm everyday
Tuesday, 17th March 5.30-8pm