The client’s challenge was to create ‘a raw, but at the same time refined space’ for the Pitti Uomo fashion event in Florence. The wide space proposed a Western American inspired design, with a vintage-looking set design and a desert-like sand-treated floor. The exhibition area had an internal as well as an external part divided into a catwalk area and another one for displaying the collection. Special lighting effects rendered the space unique. Materials used: iron, wood and natural materials. Artes created the whole setting from the technical development and engineering stage, to prototyping and all the way up to its final execution in only 23 working days.