Set Design
A MATTER OF TASTE
For the launch of Breuninger's "Matter of Taste" campaign, I developed and created the set design around the idea of "When Fashion Meets Food" - two worlds that have always belonged together.
The concept was to bring fashion and food into one shared visual world rather than presenting them separately. A dining table and central kitchen island became the stage for fashion, accessories, beauty and culinary elements. Lipsticks appeared alongside food, fashion pieces became part of the table setting, and everyday objects were transformed into unexpected still lifes.
The central installation was complemented by a series of colour-curated settings throughout the space, each creating its own composition through fashion, food, colour and form.
The result was a playful yet refined set design in which the boundaries between fashion and food began to disappear - bringing two worlds together that, in many ways, have always belonged at the same table.
Concept & Execution by Studio Frankenberg
Art Direction
Creative Concept
Set Design
Table Setting
Set & Event
Staging
Client: Breuninger
Location: Holzrausch, Munich
Client: Breuninger
In the food installation, thoughtful details are seamlessly integrated into the design, revealing themselves only on a second look.
A strong set design begins with a clear idea. From there, a visual world takes shape, bringing together space, colour, form and objects to create a distinct atmosphere.
Alexandra von Frankenberg
Founder & Creative Director
For Breuninger’s “Matter of Taste” campaign, Alexandra von Frankenberg created the set design for “When Fashion Meets Food” — a visual concept bringing fashion, beauty, accessories and food together. A dining table and central kitchen island became a shared stage, with unexpected still lifes and playful details throughout.
The central installation was complemented by colour-curated settings pairing fashion and culinary elements through colour, texture and form. This set design explored the connection between fashion and food through considered styling and spatial composition.
Photography: Michael Frick