The Magic of Draping

We’re leaning into 2024 trends, and we're loving it!

Our latest activation showcased an innovative approach to draping that completely transformed the space. We decided to use fabrics in a way that would not only enhance the overall experience but also draw people in.

Our Creative Director, Ross Cairns, explained the vision behind the activation:

“Our use of fabrics for the Google Pixel ‘Wonders of the W’ activation at WNBA Live 2024 in Phoenix was primarily inspired by location—responding to both practical challenges and creative opportunities.”

The venue, a convention center, presented its own set of challenges. “The overhead lighting in convention centers is unforgiving,” Cairns noted. To address this, we employed voile fabric running the length of the space overhead. By leaning into the existing lighting, the fabric acted as a kind of backlit softbox, softening and diffusing the harsh illumination.

Adding to the effect was the desert setting, known for its dramatic sunsets. Cairns explained, “We ombre dyed the fabrics to create a sunset gradient between pinks and blues. The weight of the voile was perfect for incorporating motion through hidden fans, representing the desert winds and turning static material into something more dynamic and turbulent.”

The sunset theme extended throughout the design. “We used long drapes from ceiling to floor around the entire perimeter, inside and out,” Cairns said. “These were ombre dyed in orange and purple tones, mirroring the layered drapes in the highly reflective surfaces we also used throughout.”

To add a sculptural and theatrical element, layers of pulled and gathered fabric were incorporated, elevating the overall aesthetic. “Having established such a fabric-heavy design, we then created digital content for an infinity activation,” Cairns added. “This content, based on layered, transparent fabrics, featured animated 3D simulations that transformed static fabrics into elegant moving forms.”

The use of fabrics in design is not just about aesthetics but also versatility. Cairns observed, “The use of fabrics in the design of brand experiences adds variety to texture and can be whimsical, dramatic, delicate, or surreal. It’s an alternative to more common ‘hard’ finishes and offers variety in pattern, weight, transparency, and color. Handled with care, it can add a sense of luxury and consideration to a design. It’s not an easy option, but it helps designs stand out among more conventional approaches.”

We’re excited to be part of the conversation on how draping is being reimagined across various spaces. By pushing the boundaries of conventional design and embracing innovative techniques, there is boundless potential to create immersive and memorable brand experiences.

Check out this BizBash article to see our activation and explore the creative possibilities that fabrics offer in design!