Habitant Brings Fashion to Luis Barragan's 'La Cuadra San Cristobal' for Cultural New Campaign for Nine West
Habitant recently brought their expertise to Nine West’s Spring2016 campaign,‘Into the Sun’. Inspired by Mexico’s richcreative heritage, the fashion retailer choseone of the country’s most iconic pieces of modern architecture - Luis Barragán’s ‘La Cuadra San Cristobal’ -as the backdrop to this season’s campaign.
Paulina Cubero, Habitant’s Executive Producer says: “We thought that La Cuadra San Cristobal with its innovative and colourful aesthetic would perfectly complement the vibrant and eclectic spirit of Nine West’s Spring offering. This location carries immense cultural significance so it was an absolute pleasure to bring together ournational heritagewithNine West’s high quality pieces.”
Nine West relied onHabitant’sexperience and thorough knowledge of Mexico City to orchestrate the shoot. The complex logistics presented new challenges for the production company as they had four different crews working simultaneously on one site. These compromised of separate teamsin charge ofthe main campaign, social media, lifestyle material, and the production shoot. To make matters even more complicated, a first video unit was also on location and a second unit roaming the streets of Mexico City.
Cubero elaborates: “We were managing a crew of ninety people in total so coordination/timing was crucial.Everything was finely tunedto allow all the different units to operate in the same space without getting in the way of each otherwhilst making sure that the models were in the right area at the right time. Thankfully, our hard work paid offand the results are spectacular!”