Create a cultural activation for Rag & Bone during Zona Maco that could organically connect fashion, contemporary art, and the social atmosphere of Mexico City through a unified immersive experience.
Problem
Position Rag & Bone within one of the most culturally saturated moments in the city while introducing the brand to an audience with limited market awareness.
The project needed to connect the Miramar collection, Ana Montiel’s artistic perspective, and the emotional context surrounding contemporary Mexico into a single conceptual narrative.
Concept
“Confusion is not losing your way. It’s questioning it.”
Confusión explored perception as an unstable and constantly evolving experience. Through distortion, layering, movement, and optical tension, the installation transformed a cage into a metaphor for inherited ways of seeing and understanding reality.
Execution
An immersive cultural experience was developed through: A large-scale installation inspired by perceptual instability and surreal visual language. Physical and digital storytelling elements connected to the Miramar collection and Ana Montiel’s artistic universe. Spatial interventions using reflection, motion, texture, and layered visuals to challenge the visitor’s sense of perception and interpretation.