John Lobb x StudioXAG: The Domino Effect

John Lobb approached us with the challenge of creating a series of playful windows to make people dream and smile. As a brand which carries an image of wit and contemporary style, the goal was to engage a new audience and animate the existing John Lobb community.

Showcasing their Spring/Summer collection, we designed and produced the windows to evolve between the two seasons, with a subtle integration of the codes and storytelling of the city to create refined and minimal, yet playful and irreverent scenes.

As a concept, we explored how cityscapes can represent an interconnectedness of humans to our built environment. Creating a harmonious reflection, buildings take on the personality of the dweller and this relationship is reciprocated in the form of design and architecture.

We designed a set up where footwear could playfully interact with a monolithic set of dominoes that convey a transformation from stability to movement. The concrete style dominoes topple mid-way for the summer drop, introducing also a large oak egg and golden domino for a sense of celebration.