Sonia Rykiel is a world renowned French fashion house. Since it's inception in 1968 the label has been led by 2 generations of Rykiel to become a household name in the international fashion world. Sonia Rykiel is a living embodyment of a distinctive Parisian, Saint-Germain style. H&M collaborated with the Rykiel house to create a line of affordable designer clothing.
The presentation of this heavily anticipated collection was assigned to villa Eugénie, a highly acclaimed event agency,
who set out to make this event the biggest fashion show of the year.
Toykyo was handed the task of creating a fantasyworld which represented the colourful universe of Rykiel.
We constructed an elaborate scale model which became the blueprint for the entire event. By working closely with famous set designer Simon Costin, Toykyo designed a complete fashion theme park consisting of a magic forest, Arc de Triomphe,
a picturesque Parisian quartier and many more imaginative components. Every detail from bistro logos to architectural elements was entrusted in our hands.