Theory — Fall “In Motion” Installation | Soho
4
(NYC)
4
(NYC)
For Theory’s SoHo flagship, Duggal Visual Solutions brought their Fall “In Motion” concept to life with a sculptural, light-driven centerpiece. The installation features a clear acrylic halo with integrated LED-neon illumination, creating a fluid motion effect around a forward-leaning mannequin pose.
To ground the piece, Duggal built a geometric two-level platform that wraps cleanly around the existing architecture while keeping the sightline open from every angle. Dimensional lettering floats across the ring, giving the minimal environment a strong graphic signature.
Our team handled design engineering, fabrication, packing, and installation, ensuring seamless alignment with Theory’s elevated in-store experience. The illuminated structure and precision detailing reinforce the brand’s architectural aesthetic and enhance its visual storytelling—ideal for environments where craft, light, and interior composition matter.
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