Lorenz.OG
The work already had an audience. It needed a wider frame.
London / Los Angeles
2022 - 2025
01 / THE STARTING POINT
Lorenz.OG had already built a recognisable practice around footwear, colour and material.
The work was strong. The context around it was narrower.
The practice did not need reinvention. It needed contexts capable of reading it beyond footwear.
02 / DISNDAT’S ROLE
Disndat focused less on changing what Lorenz made and more on where and how it appeared.
His work entered Sotheby’s contexts, while access to new objects and materials allowed the same approach to colour to move beyond footwear.
The frame changed. The practice did not.
03 / WHAT HAPPENED AFTERWARDS
Lorenz continued developing into luxury objects, apparel and other materials while retaining footwear at the centre of the practice.
That wider trajectory later included a Tokyo exhibition with BEAMS and a LORENZ.OG × UMBRO × BEAMS collection.
The objective was never to turn Lorenz into something else. It was to make sure the work could be seen in more than one way.
Project Information
PROJECT
LORENZ.OG / LORENZO FEDERICI
LOCATION
LONDON / LOS ANGELES
2022 - 2025
STATUS
COMPLETED
Disndat's Role
Advisory
Positioning
Institutional introductions
Project development
Exhibition support
Partnership development
Selected Milestones
Sotheby's presentation
Off-White Air Force 1 for Virgil Abloh
Sotheby's marketplace
US Store Collaboration
Expansion into higher-value products and materials
All Work →
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