ASK LAB developed the branding, creative strategy, and spatial design for Protemoa’s pop-up showroom during Paris Fashion Week. Conceived as more than a temporary retail environment, the project was designed as an immersive brand experience where fashion, design, and contemporary art converged within a single visual language. Alongside the presentation of Protemoa’s latest collection, the space featured artworks by Anatoly Shabalin K., creating a dialogue between the brand’s aesthetic vision and contemporary artistic practice.

At the center of the exhibition stood a sculptural poster constructed from wood, plastic, and paper, featuring distorted scissors that became the defining symbol of the entire installation. The motif appeared throughout the showroom, establishing a recognizable visual narrative and anchoring the visitor experience. To support the concept, ASK LAB designed and produced a series of custom exhibition elements, including interactive metal panels with movable magnetic components, mirrors, garment racks, clothes hangers and other objects.

By combining brand strategy, exhibition design, and physical production, the project transformed a fashion showroom into a memorable environment that encouraged exploration and interaction. The result was a cohesive presentation that amplified Protemoa’s identity during one of the industry’s most competitive cultural moments while creating a distinctive setting for both the collection and the artworks it accompanied.