SS25 Announcement
Onitsuka Tiger announced its Spring Summer 2025 show by revealing the place before the clothes. The collection was shown on 18 September 2024 at La Rotonda della Besana, the round portico in central Milan, and three short films lead the way there, from the whole city down to its door.
In the films Milan shrinks to a scale model you could hold in one hand, and the Rotonda's circle takes on the brand's yellow, so the venue itself becomes the first look of the season. The model of Milan is built from a 3D survey of the real city, so the Rotonda keeps its exact architecture at every scale.
Each film is a different way in. The first drops out of the sky and follows a yellow line up the avenue into the Rotonda. The second circles the building at its centre, where the Onitsuka Tiger name appears cut into the facade. The third walks the portico arch by arch, like a guest who has arrived early.
The first film, from the whole city down to the Rotonda.
All three end on the invitation itself: Spring Summer 2025, Rotonda della Besana, Wednesday 18 September 2024, 5 pm. The green water flooding the courtyard comes from an earlier test, the first image the brief asked for, before the films went yellow instead.
Credits
Client: Onitsuka Tiger
Agency: Karla Otto, POMO
Scope: 3D animation, lighting and rendering, graphics