Brands are powerful. The aim of my work is to demonstrate how big is their potential even when, far from their usual context, they are placed into a new one. What you see in this first experiment is a sort of mating where industrial archaeology plays as a background for world famous fashion brands. The force lays in the potential difference of two worlds. The brand is a magic icon. It rescues and elevates the rust of such ruins to the realm of beauty and glamour.