When innovation meets fashion history, the result is McQueen Provocateur—a bold, immersive journey into the mind of one of the greatest fashion visionaries of our time. At the helm of this groundbreaking project is Martin Biallas, a pioneer in experiential storytelling, whose creative partnership with Rick Lazes, founder of Paper Dolls LLC, has become a driving force behind the next evolution of cultural engagement.
Together, Biallas and Lazes are producing a genre-defying installation that merges fashion, art, and technology on a grand scale. McQueen Provocateur will debut in Spring 2026 with a six-month residency rummored to be a notorious old retail giant inside a stunning 12,000-square-foot re-imagined venue—ideally at street level with soaring 14-foot ceilings to support the cutting-edge tech the production requires. From the moment guests step inside, they’ll enter a world of digital projection mapping, AI, CGI, and dynamic soundscapes that place them backstage at McQueen’s most iconic shows.
The experience features 11 rooms, each representing a different chapter in Alexander McQueen’s career. Visitors can expect more than just fashion; they’ll witness the drama, detail, and visionary direction that defined his work—choreographed models, garment transformations, and the raw creativity that shaped his legacy. Designed to accommodate over 50,000 attendees per month, with anticipated sales of $1.5 million monthly, the installation is both a cultural and commercial powerhouse.
This large-scale project requires significant infrastructure—at least 600 amps of single-phase power—to bring the digital environment to life. Biallas and Lazes have proposed a smart rent structure with Macy’s, ensuring a mutually beneficial model where revenue is shared once the initial investment is recouped.
As co-creators, Biallas and Lazes are also spearheading a bold marketing strategy, combining in-store promotions, social media campaigns, influencer partnerships, and branded merchandise to drive foot traffic and amplify buzz.
More than a tribute, McQueen Provocateur is a fully immersive resurrection of a designer who defied convention and redefined fashion as theater. Through this partnership, Biallas and Lazes aren’t just showcasing McQueen’s legacy—they’re setting a new standard for how the worlds of art, fashion, and digital storytelling converge.
🎥 Watch the trailer: New Trailer
🌐 Learn more: mcqueenimmersive.com
