Todd & Duncan. Bringing the atmosphere of a historic production facility into the exhibition space at Pitti Filati.
Todd & Duncan produces some of the finest cashmere yarns in the world, but the challenge at the fair was not the product itself. The real question was how to give that quality a stronger and more distinctive presence in space.
For Pitti Filati in Florence, the idea was to move beyond a standard booth and create an environment that could express more of the brand’s real character. The starting point was the atmosphere of Todd & Duncan’s historic production facility, and the wish to bring that world into the fair in a way that felt more immersive, coherent, and memorable.
RACK developed the spatial framing as part of a wider narrative system, where film and exhibition worked together as one connected brand experience. Instead of presenting cashmere only as a finished product, the space aimed to connect material, people, and place, bringing the emotional and visual language of the production world into the exhibition context.
Large-scale portraits from the facility were combined with smaller images of the surrounding landscape, creating a layered environment where human presence, nature, and textile heritage could exist together.
Colors, materials, and spatial choices echoed the collection and the visual language developed through fffilms.it, helping the booth feel less like a display and more like a complete brand world.
For Rack, the project remains a clear example of how exhibition space can turn atmosphere into presence, and brand narrative into physical experience.
At Pitti Filati, the result was a space that went beyond display, creating a more immersive experience of where the collection came from, what it stood for, and how it should be felt.
The related cinematic case study is available on fffilms.it, where the project continues through brand film and narrative image-making.
Emotional framing for brand spaces.