EVENTS

Theory at CIIE

This year, we designed a spatial experience for Theory at CIIE called “The Urban Maze.” The inspiration comes from New York – a city defined by rhythm, geometry, movement, and quiet confidence. The space unfolds through lines and pathways, structured yet fluid, like walking through the city’s own architectural poetry. Within this environment, Theory’s lifestyle is expressed in a new way: Refined. Modern. Made for movement.

Introduction

The Spatial Narrative | The Urban Maze

When you step into the booth, you don’t see everything at once. Your view shifts, pauses, and turns. Every pathway reveals something new. Just like in New York, one corner leads to an entirely different scene. The maze became not only a layout, but a metaphor: a journey of discovering one’s own presence, confidence, and expression in the city.

Three Brand Zones

Brand Area

Visual identity and storytelling introduce Theory’s design philosophy and urban heritage.

Women’s Collection

Soft cashmere and refined wool invite a quiet, confident elegance.

Men’s Collection

Technical fabrics and adaptive silhouettes speak to movement, performance, and everyday versatility.

Brand Interaction | The Kaleidoscope Booth

At the centre of the maze, Riviera Events created an immersive photo installation called The Kaleidoscope, where mirrored facets multiply your reflection – shifting, reframing, and expanding your perspective.

Just like identity, style is not singular. It evolves. It adapts. It holds depth. This experience expresses Theory’s belief in modern versatility – where simplicity and complexity coexist in harmony.

Fabric Storytelling | Touching the Essence

At Theory’s Atelier, every element of a Theory garment is meticulously considered and crafted step-by-step inside their design and innovation center in New York City’s Meatpacking District.

79,000 square feet dedicated to innovation and inspiration. 178 team members designing, sourcing, sewing, and cutting. One collective commitment to quality a cut above the rest.

Theory source their materials from the best mills in the world and test every fabric for its hand-feel, durability, and design. Their commitment to form, fit, and construction ensures exceptional quality across each individual garment.

Inspired by Theory’s NYC 2GV Atelier, we curated a tactile fabric presentation inside the booth. Visitors were invited to feel the materials that define Theory: good wool, regal wool, sleek flannel, and new advanced technical textile products.