Evolving Ideas

The event demanded the integration of multiple elements within a single space: a runway show, live music performances, brand activations (BTLs), photo opportunities, and DJ sets. All of this needed to coexist within a venue defined by its own strong architectural identity, while being surrounded by screens and visual installations.

"Taking the irregular geometry of the patio at GAM Cultural Center as a starting point—its uneven walls and floors—we placed the runway at the center, designed to resemble a city apartment. Around it, we introduced a layer of controlled chaos. Using structural beams as part of the visual language, we created a series of interconnected spaces. These included branded booths where different labels could activate and “set up shop,” elevated through stepped platforms. These levels also doubled as bleachers, ensuring clear visibility of the runway from multiple vantage points. The surrounding space was wrapped in screens and lighting elements embedded within irregular structures, giving every guest—especially influencers—a unique visual backdrop for photos and content from any angle."

The visual identity was guided by The Line’s own brand language and retail aesthetics. In essence, the GAM patio was transformed into a one-night-only mega pop-up store—an immersive extension of the brand itself.

"Lighting played a key role in shaping the atmosphere, reinforcing the idea of controlled urban chaos: dynamic yet intentionally color-coded. It also enabled seamless transitions throughout the event—shifting the space from retail environment, to runway show, to live concert, and finally into a party setting."

"While the project was thoroughly designed in advance, we anticipated that many decisions would need to be made on-site. With the client fully aware and involved, we arrived early and tackled challenges in real time. That collaborative mindset ensured everything came together smoothly. When the client becomes part of the team, execution flows effortlessly."

"Understanding what the client wants is essential—and who better to define that than the client themselves? Working directly with decision-makers not only streamlines the process, but also allows for shared responsibility, faster decision-making, and stronger creative outcomes."

Guayi Mas: Creative Director, animator
Matias Silva: Producer
Pablo Caniguante: Stage and light designer