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Design showcase: Seven Deadly Sins by Moose Knuckles

The 'dark heart of the luxury streetwear community' is the target market for Canadian outdoor brands Moose Knuckles, which has launched an experiential event in London's Shoreditch and a pop-up window installation in Selfridges.

Seven Deadly Sins
Seven Deadly Sins

Both initiatives have been designed by creative agency Adam And Youngson.

The Temple of Sin installation, at Village Underground in Shoreditch, presents the AW19 Moose Knuckles collection in a 360 degree presentation that seeks to immerse audience and performers in a brand experience.

Selfridges Window
Selfridges Window

It uses audio visual technology that includes real-time responsive 3D rendering across seven totem-like screens – one for each deadly sin. The five metre high displays are presented in a sensory deprivation narthex – an architectural lobby space inspired by Byzantine and early Christian churches – and neon installations.

Moose Knuckles has 'anointed' various cities around the world with a deadly sin. In London, it has chosen envy. At Selfridges, a window has been used for an arctic-themed exploration of space and light. Inside the store, a 'hyper-real' digital and sculptural installation represents the collision on nature and simulation.

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