Commercial

Efimero is a new concept by Frescota company. A boutique with a limited life expectancy, which sells numbered artists’ T-shirts, for only a month.
Creating a poetic space with limited means, only to last a month to live. The beginning and the end, the birth and death.
A dark box, light, a way of exhibiting the product, the symbolism of the flowers, this is the scenario of this temporary boutique selling T-shirts made void.

“We created a brand of T-shirts which are limited edition art pieces. The launch concept of this brand was “birth”, and that's how the artists illustrated it. The T-shirts were made sustainably, with organic cotton, and what’s more, were made to be buried and returned to earth after 5 years. Everything circles around cycles of life, which is why we used photos of withered flowers, as much for the packaging, as for the presentation video. For the pop-up store we had to transpose this concept to interior design. Mis-mas did it perfectly, by combining flowers suspended to the ceiling, and creating an idea of being in a museum and admiring works of art. It was a success.” Frescota team