For the launch of the Neuw Denim x Salvador Dalí collection, we led the design and styling of an immersive event held at The Standard X, transforming the space into a surrealist dreamscape in homage to Dalí’s boundary-pushing aesthetic.

At the heart of the celebration was a ‘decaying’ feasting table, styled as a nod to Dalí’s legendary dinner parties—opulent, disorienting, and rich with symbolic detail. The table featured distorted arrangements, wilted fruit, sculptural decadence, and unexpected textures, all designed to evoke the bizarre beauty of deterioration.

Drawing inspiration from The Persistence of Memory (1931), we also designed custom melting flowers and vases that extended the surreal atmosphere beyond the event. These bespoke pieces later became part of the in-store visual merchandising, creating a seamless narrative between the event experience and the retail environment.

CLIENT Neuw Denim

PROJECT Neuw Denim x Salvador Dali Launch Party

LOCATION The StandardX, Melbourne