A challenge to create “a raw, but refined space” for the Pitti Uomo fashion event in Florence. The wide space presents a Western American flavour, with a vintage set design and a desert-like and sand-treated floor. The exhibition area had both an internal and external part and it contained a catwalk area and a zone for the display of the collection. Special light eﬀects made the space unique. Used materials: iron, wood and natural materials. Artes created the entire setting, from the technical development to the relative engineering phases and to the prototyping, until its final execution, after only 23 working days.