New Work: Madonna’s Truth or Dare
Pentagram’s Daniel Weil was asked by ALDO Group to take the identity for Madonna’s Truth or Dare shoe brand and interpret it as a shop. Weil has created a promotional window and pop-up shop in Selfridges London to introduce the shoes to the world.
Since Truth or Dare is a brand of great personality and affordable luxury, Weil saw an opportunity to connect the design to Madonna’s persona as a popular performer as well as to the persona of her brand. His vision was to create a space that would be both a stage and a shop.
Light plays a major role. In the pop-up shop, backlit writing on mirrors and carefully directed light beams make the shoes appear to be sitting on a stage of light.
Cages feature prominently as well. On one of the shop walls, a stable gate encloses a riding boot, showcasing Madonna’s love of riding. Weil says, “Cages keep beautiful things in and dangerous things contained. The notion of danger or beauty is in the eye of the beholder, the active participant of Truth or Dare.”
In the Truth or Dare window display, three mirrors around a caged shoe provide a 360-degree view.
Madonna’s Truth or Dare pop-up shop will be open until Saturday, 26th August in Selfridges on Oxford Street, London.