‘Retail Theatre’ turns the fitting room of Paloma Wool’s new Los Angeles store into a stage, where Carlota Guerrero transforms the simple act of trying on clothes into a live performance about visibility and privacy.
The fitting room takes centre stage at Paloma Wool‘s new Los Angeles store. Through ‘Retail Theatre’, conceived by Carlota Guerrero and materialized by Max Milà Serra, a familiar retail ritual becomes an exploration of visibility, intimacy and exposure.
Two live cameras connect the fitting room to the street: one broadcasts the interior to passersby, while the other brings the outside world into the changing space. Customers become both audience and performers, caught in a direct exchange of gazes.
Inspired by Hollywood’s culture of celebrity and overexposure, the installation questions where privacy ends and public image begins. In the brand’s new Melrose Avenue store, fashion, performance and architecture meet in an artwork activated by those who step inside.
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