We redefined the intersection of mass retail and Latin America’s cultural vanguard.
For Falabella Fashion Live—celebrated as Chile’s most significant mass event of the year—we led the comprehensive strategic development, creative direction, campaign concept, and naming, aimed at establishing the brand as the undisputed retail leader in the region.
We designed an aesthetic system engineered to endure over time, disrupting traditional corporate branding with high-fashion codes and global entertainment standards. In parallel, we structured the artistic direction for the main event, architecting the curatorial proposal and introducing Nathy Peluso as the project's disruptive force and performative anchor.