Ally Capellino X Marina Willer for Pride

Interiors & Architecture, Exhibition Design

A colourful collaboration between a Pentagram Partner and a much-loved retailer.

Marina Willer has collaborated with much-loved retailer Ally Capellino to transform its Calvert Avenue shop in Shoreditch, East London into a colourful, branch-filled wonderland, celebrating Pride Month and honouring LGBTQ + charity, The Outside Project.

A project which started as a creative outlet during downtime in lockdown and which has attracted much attention on Instagram, Marina’s vibrant collages, doodles and exquisitely decorated objects from nature have an irresistible sense of joy and playfulness. 

As a long term fan and friend of the brand, Marina reached out to Ally Capellino to bring to life their shared love of nature and colour which coincided beautifully with Pride month.

Marina has created an edit of her favourite pieces and Ally Capellino will be donating 15% of sales from the AC x MW House of Colour Edit of the SS21 collection to The Outside Project. In addition to contributing store revenue, Ally Capellino will be selling some of the painted branches from the installation and adding this to the total amount given to the charity.

Marina Willer adds “Lockdown has been driving us a bit crazy, but it’s also made us much more interested in making things that are tactile, optimistic and expressive, and with very little. Painting branches of dead trees is like finding life in places where we normally just see dead waste.”

Marina Willer
Project team
Kate Blewett
Daria Moria
Marta Gaspar
Cleber de Campos
Stuart Gough
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