RACK creates exhibitions, brand spaces and immersive experiences where space, moving image, interaction and technology work together as one narrative system.

What makes a cashmere collection stay with people after the fair?

The booth let people enter the world behind Todd & Duncan’s cashmere: the workers, the landscape of Loch Leven and the making of the yarn. Everything led back to the collection.

How can a performance yarn take centre stage at a sports fair?

Technical specifications were only part of the story. X Dynamic Soul needed a presence with the energy, scale and ambition of the sports world it was made for.

How can a recognisable exhibition identity make a new impression?

The wool and cashmere collection set the visual language for the familiar booth. Light, colour and moving image shaped the atmosphere and put the entire space in motion.

Can early sketches provide the first spark for presenting a special project in Tokyo?

Barneys New York was marking 100 years with garments cut from Italian VBC fabrics. Before the final windows were designed, the collaboration needed a visual direction connecting its Italian origins with Tokyo.

Can the material itself change how a brand is seen?

Wool and cashmere fibres were mixed by hand, with fine strands visible inside vivid blends of colour. The booth took on the feel of a gallery, with the product at the centre of its most striking images.

Can cashmere in motion inspire the shape of an entire exhibition space?

At Pitti Filati, Cariaggi needed a presentation people would remember. The booth took its rounded, organic forms from large cashmere textiles folding and moving with dancers on screen.

Can one immersive evening shape a new visual language that lasts?

The challenge was both spatial and narrative. Across a large dining hall, a continuous visual atmosphere surrounded 500 guests and moved with the evening from speeches to dinner.

What does it take to introduce a new identity to an industry that already knows your name?

The booth had to make the change impossible to miss. Wool and cashmere still had to draw people in, with their earthy warmth and quiet luxury.

Can a first presentation grow into a four-edition presence?

It began by inviting clients beyond the fair and into Palazzina Reale. Each return raised the ambition. By the fourth, artists from Fondazione Pistoletto were creating works from Xinao's wool and cashmere.