Donna Haag

New York City

What It Was

Fashion Designer Donna Haag wanted to present her new fall collection in a fresh and original way during Fashion Week in New York. Instead of a traditional runway show she wanted to showcase her line in a very different way.

What We Did

Lightswitch designed an enchanted environment like none had seen before at Fashion Week. In a location across the street from the tents in Bryant Park Lightswitch transformed a blank canvas into a space that was themed around ice and cold. The lighting and multimedia for the space reflected the cold metallic look of Haag’s fall line.

Why It Worked

Lightswitch’s dramatic lighting painted Haag’s gowns with brilliant colors and textures and literally made them come to life. The multi media design was another element that enhanced the entire experience while showing footage of models wearing Haag’s line. The media was projected onto fabrics throughout the exhibit. The combination of lighting and multi media created an extraordinary, one-of-a-kind event that upstaged the cat walks across the street.