Pedro Reyes - Artist
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Painted wood, mechanical parts
MUSAC, Leon, Spain
This folding structure is an exhibition display for fashion designer Carla Fernandez. It blends the function of a pop-up store with the features of a pop-up book. Elements such as tunnels, flaps, pull-tabs, pop-outs, pull-downs, etc. It performs all the requirements of a portable store: showroom, dressing room, cashier, storage, racks, shelves, mirrored rooms etc. When folded, the structure can be shipped to a different site minimizing the materials used in every new venue.
Being part of a museum exhibition, the pop-up store activated a real economy in the exhibition space. According to Carla Fernandez, fashion is only fully experienced if the public can try and test a garment of their choice, knowing they can acquire any of the pieces in stock. The social mission of the label has a long-term commitment to the indigenous communities that participate in the making of the clothes. In this sense the exhibition space is a good opportunity to explain the elaborate craftsmanship process required for the completion of each garment.