Every year, I conceive and execute a new campaign for the MAGIC tradeshow held bi-annually in Las Vegas at the Mandalay Bay and Las Vegas Convention Centers. (Check out my MAGIC 2016 campaign here). With 70,000+ attendees, over 1 million square feet of space, and 13 unique shows covering every price-point and trend, MAGIC is the largest and most important tradeshow in the fashion industry.
In our 2017 campaign, I created an imaginative fashion landscape inclusive of all our various categories. The challenge was to create a concept that could work onsite for everything from children's clothing to high-end menswear, but it still had to be flexible enough to lend each show it's individual personality. I hand painted the elements with high-flow acrylic paint and used the technique to define the clothing on the models so as to invoke fashion without alluding to any particular brand. The effect is an otherworldy landscape that translated very well on the massive environmental scale of the tradeshow floor.
Selected winter and summer imagery are detailed on this page.