Cure by Design Competition, American Cancer Society
Location: Richmond, VA
Size: 300 SF
The American Cancer Society hosted a fashion show in which the models were all cancer survivors. It wanted a runway that celebrated these women, their triumphs and the designer fashions they wore.
The runway design finds its theme in each of the models’ battles with cancer. Initially, models’ shadows are cast upon woven walls deep within a tunnel from which they eventually emerge. At first, their deep shadows reflect the fears, doubts and hardships that each of the models endured as they fought the disease. But their shadows dissipate as they exit to the open stage, creating a celebratory moment for both the model and the audience.
The effect is created with color and light. The runway starts at the stage and extends out into the audience as a single straight path in a solid bold color. Simple white fabric wrapped around four wire guides surrounds the runway until the tunnel itself ends. Light serves to illuminate the colored runway, creating a subtle hue against the white cloth.
But the lights and accompanying shadows also create audience anticipation as models proceed down the stage and through the tunnel. Their well-defined shadows dissipate as the fabric loosens near the stage and the model emerges from the fabric tunnel, showing off the designer styles each wears and their individual personal triumph over cancer.
[designed while at SMBW]