Victoria Square × Laundry Lane

Bet you’ve never seen a car park turned into a laundrette. Well, you have now.

For Victoria Square’s S/S 26 Fashion Show, we built the concept around an old-school laundrette. The kind from the 70s - throw your washing in, light a cigarette, flick through a paper, kill some time.

We worked across the whole thing - from naming and concept through to the full rollout, making sure it all held together from start to finish.

These shows are a big moment for VSQ and the Belfast fashion scene, so they always need a bit of energy. This one definitely had it.

The brand leans into that retro world, pulling cues from laundrette signage, colour, and typography, then giving it a VSQ twist so it still feels elevated rather than gimmicky.

It all comes together across the space - from the set to the screens to the smaller details - turning a car park into something a bit unexpected.

And yeah, two sold-out shows.