SHOWUP STUDIO

SHOWROOMPRIVE GROUP

Creation of an AI studio
The studio has enabled us to implement AI-assisted creative processes. Thanks to the collaboration between creative teams and engineers, we have developed techniques that combine traditional photography with AI, because we will never replace creative and production teams (directors, photographers, stylists, etc.). AI remains a tool that will enable us to take our creative ambitions further.

FASHION MUSEUM OF MARSEILLE

One of your most remarkable projects is the set design for Karine Arabian’s exhibition at the Musée de la Mode in Marseille, in collaboration with Francis Kurkdjian and Angelin Preljocaj’s ballet.

How did you merge fashion, perfume, and dance into one immersive experience?
Serge: It was an incredible project—one year of preparation! At the time, I was working on the image of Karine Arabian’s brand, and we had a deep connection—shared tastes in music, art, and more. When she was invited to present a major exhibition at the Musée de la Mode in Marseille, it was natural that she asked me to do the set design. The exhibition represented her work, her obsessions, her passions, and her links to art, music, and dance—passions we share. We collaborated with people like Francis Kurkdjian, who created scents for parts of the scenography, and Angelin Preljocaj, with whom we shot a concept video in the Pavillon Noir, later shown throughout the exhibition. We wanted to evoke sensations and offer an immersive experience.

extract from interview in gosee.news . by Franck Schmitz in berlin

Angelin Preljocaj . Pavillon noir

Director Serge Derossi x Karim Zehouane