THE LEGENDARY SKI FASHION BRAND IS BACK ON THE SLOPES WITH ARNO DESIGN.
“Please don’t design a trade fair stand for us for ISPO.” This is how Jet Set formulated the order for a trade fair stand to ARNO DESIGN. After years of rather reserved calm, the cult and luxury brand of the 80s, based in St. Moritz, planned to make a big splash at Ispo 2011, which is why ARNO DESIGN dispensed with everything you would expect from a conventional trade fair stand. There were no closed walls, no meeting booths, no big branding, no isolation from the trade fair action.
Elitist, provocative and full of colour, the sports fashion label was staged in the middle of the trade fair. Warhol’s Factory provided the inspiration and stage for Jet Set’s luxurious designs. Large-format black and white images of New York could be seen from the outside, as well as various mountain motifs documenting the locations of the JET SET stores and the famous silver foil of the Factory as a carrier for the Jet Set logo.
Inside, portraits and fashion photographs by Michael Comte as well as fabric samples on canvases formed the backdrop for the Jet Set collection. Between the shiny to garish items of clothing on old clothes racks, there was plenty of open space and shabby chic. Seating pills in pink and silver, an old original leather sofa ensemble from the 70s and bundles of shiny balloons were the minimalist factory ingredients for this extraordinary stand.
The “Jet Set Racing” collection, a project in close collaboration with seven-time Formula 1 world champion Michael Schumacher and US Olympic downhill champion Lindsey Vonn, was highlighted on tall silver columns. A presentation that emphasises the high functional and technical standards of this line.