Maison Kitsuné – Incu

Studio Paperform partnered with the leading Aussie fashion emporium Incu in collaboration with renowned French fashion house Maison Kitsuné, creating a custom paper installation housed in their brand-new dedicated retail space, Incu Mens.

Brief: Centering the iconic Maison Kitsuné fox, interpret the brand mascot in a hand-made immersive art dreamscape, paying homage to Maison Kitsuné’s playfulness and heritage using paper and dowel.

Story: At Studio Paperform we love to bring whimsy to our paper creations and this opportunity for Maison Kitsuné was an exciting moment to create a hitherto untold story for the international fashion label. Working directly with the house’s Paris-based head design team, we conceived a suspended floating bamboo forest – Kitsuné foxes morph through the floor and ceiling as they explore the delicate paper foliage. We designed a forest green vinyl that delineates the space, highlighting the clothing.

Stepping outside our usual material repertoire by incorporating florist tape and florist wire allowed us to bring a real lightness of touch to the design our of bamboo leaves. We then bound the leaves onto differing gauges of wooden dowel using more florist tape – with further paper ‘growth-ring’ details to finely render our bamboo stems. It was important to create an installation that complimented Incu Mens lower ground space, allowing sightlines whilst still making an impactful eye-catching moment.

As always, colour and its application is always so very important to us here at Studio Paperform. In what is perhaps the most perfect shade of mandarin orange paper from Colorplan Papers, our double-layered foxes make for strong graphic shapes within our gravity-defying green canopy.

Our first collaboration was with Incu over a decade ago (under the guiding hand of then curator Tara D’cruz-Noble), so it was a real moment of pride for us to rekindle our collective creativity together once more.

See Behind the Scenes: View here
Art Director:Guillaume Gibergues - Chef de projet Architecture
Material:Colorplan 270gsm, foam core, wooden dowel, metal eyelets, florist tape, florist wire, paper string, double-sided tape, archive glue