Last year, CR Runway put together a team of creative organisations to create Qatar Fashion United, which would occur two days before the closing ceremony of the 2022 FIFA World Cup. Connecting 160 countries across six continents, it was the largest global runway show to date. Conceived by Her Excellency Al-Mayassa bint Hamad bin Khalifa Al Thani with CR Fashion Book's Editor-in-Chief Carine Roitfeld and directed by Vladimir Restoin Roitfeld, the show aimed to link the worlds of fashion, music, culture, and sports.
LEAP Creative Studio, who headed up scenography and motion, approached INFRAMES to contribute animated visuals, most of which were primarily created in Notch. They asked Notch Designer Haitham Taha to produce something that would suit the clean, elegant, and sophisticated designs on display. Together, the studios began by developing storyboards and colour treatments, beginning the show with sharp, detailed textures resembling choice fabrics which became, as the show went on, more abstract particles that electrified the stage.
