Plural
A visual identity for an internationally broadcast fashion show.
Created by Cata Vassalo, a renowned Portuguese fashion brand, Utopia is an annual event that brings together fashion, art, music, and performance in an immersive experience.
With around 1,000 guests and television coverage reaching Portugal, Spain, and the United Kingdom, the event brings together creativity, entertainment, and leading brands.
For the 2026 edition, Plural, Weedoo developed the branding and visual language across the entire experience, from outdoor advertising and physical installations to audiovisual content.
Overview
In 2026, Utopia transformed Lisbon's Metro workshops into a stage for fashion, art, and entertainment.
Inspired by the concept of Plural, Weedoo developed an identity that celebrates diversity through visual contrasts, classical references, and surrealist elements.
Following a previous edition shaped by AI-driven aesthetics, the 2026 creative direction embraced a more human approach, drawing on handcrafted details, textures, and artisanal techniques to create a more organic, expressive, and unexpected visual language.
What we did
We created Plural's branding and developed a cohesive visual system across physical, digital, and audiovisual touchpoints.
The identity came to life on-site before extending into the city through JCDecaux outdoor advertising and exhibition window displays. Experiential installations included custom neon signage inside a metro carriage transformed into a fitting room — one of the event's most photographed spaces — and interactive 3D photo installations designed for guests to step into.
Motion design played a key role, from the animated invitation and promotional videos to DJ screen visuals, the fashion show's central video piece, and animated content for brand sponsors.
Following the event, we also created a digital out-of-home campaign promoting the show's television broadcast.
From city streets to the runway, the agency built a consistent visual language connecting brands, spaces, and audiences through one cohesive experience.
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