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Cinema Inferno

CINEMA INFERNO is a groundbreaking new show for Paris haute couture house Maison Margiela, based on an original concept by John Galliano, Maison Margiela creative director. Staged by members of our artistic team for Maison Margiela’s Artisanal 2022 collection, presented on the official Paris Haute calendar, and livestreamed by Sodium Films.

In the illustrious surroundings of Palais de Chaillot, a unique collaboration unfolds. Around Maison Margiela’s stunning Artisanal collection, our team used their pioneering storytelling techniques, live performance and digital technologies, to deliver a dynamic new fusion of fashion, cinema and theatre. 

CINEMA INFERNO has its roots in American road movies. A pair of desperate young lovers are on the run, driving across a mythical American landscape, pursued by a group of faceless gunslingers from a bygone era. As they drive across the desert into the burning sun, they seek shelter in an abandoned picture house, only to find themselves thrown into the celluloid worlds of the films on screen. As they fall though the violent landscapes of B movies, westerns, gothic horrors and road movies, we realise that there is no escape, and they are condemned by their crimes to be on the run for eternity.

CINEMA INFERNO integrates live cameras and projection to create a film that is made on stage before the spectator’s eyes. The performers use found objects, miniature sets and giant screens to create a dynamic piece of live cinema.

Maison Margiela Artisanal 2022 ‘Cinema Inferno’ awarded Best Theatrical Show Production by The Impression


CINEMA INFERNO was staged live at Palais Chaillot, Paris on 6 July 22, for Haute Couture week and was live-streamed by Sodium Films. The stream is now available to view online here.

Blogs: Making Cinema Inferno with Maison Margiela

How did this project come to be? What was the process of creating and staging like? Our co-artistic director Andrew Quick details the journey of Cinema Inferno in a trio of blogs found here and at the bottom of the page.


For the full details of the personnel involved in this project, click here


For press queries for imitating the dog please contact:

Duncan Clarke PR –


Palais de Chaillot

Wednesday 6 July, 2022


"an unforgettable experience"
"storytelling is at the centre of the collection"


  • Creative Director - John Galliano
  • Artistic Image Director - Alexis Roche
  • Adapted for the stage by imitating the dog international
  • Text and Direction - Pete Brooks & Andrew Quick
  • Video Design - Simon Wainwright