Live the X Attitude. An immersive installation in Florence, created for continuity across seasons with minimal effort.
In Florence, Live the X Attitude took shape as a more fluid and site-aware installation, created during the Pitti period at Palazzina Reale. The aim was not only to present wool and cashmere in a more immersive way, but to give the project a format that could be refreshed and adapted over time without losing its identity.
Instead of rebuilding the experience from zero, the installation used a clear visual and spatial language that could shift with each new season. Image, light, material, and structure remained connected, while the atmosphere and content could evolve with minimal intervention.
At the center of the project was an octagonal environment built to surround visitors with moving image and soft visual rhythm. A continuous screen followed the perimeter, turning the space into a more immersive and enveloping experience.
The installation then opened into a second moment, extending into the adjacent hall and lemon garden. This gave the project a more open and dynamic flow, allowing visitors to move through different atmospheres rather than encounter a single fixed display.
What made the Florence version especially useful was its balance between identity and flexibility. It kept the visual coherence of the wider project, while offering a lighter structure that could be updated, re-edited, and carried into future editions with far less effort.
This made the installation valuable not only as a one-time presentation, but as a practical format for seasonal evolution. Small changes in content, rhythm, and atmosphere were enough to give each new edition its own character, without losing the core identity of the project.
For Rack, the project remains a strong example of how a spatial concept can stay alive over time, not by repeating itself, but by evolving through small, precise changes in content, mood, and setting.
In Florence, wool, cashmere, and moving image came together as a more immersive spatial experience, one designed not only for one moment, but for continuity across seasons.
Emotional framing for brand spaces.