LEONA:
the unveiling
JULY 17, 2025 | PRIMITIVE | CHICAGO, ILLINOIS
The unveiling of LEONA was a feathery fever dream, my grandmother’s mischievous spirit flickering through light + shadow as guests explored the namesake collection from concept to creation. Filaments of forbidden fruit threaded one moment to the next, senses titillated one by one as each object of obsession became a conduit for memory, seduction + transformation.
call
the
A matchbook...a number...
...a whisper.
By pixel or by post, a curious invitation arrived…
Those who called the ‘LEONALINE’ were rewarded with whispered details + directions to a salacious state of mind + mysterious locale.
they called.
she answered.
A newly familiar black feather BEACON beckoned guests inside upon arrival, where they were greeted with a program before being gently guided into the world of leona amid primitive’s stunning collection of objects + relics.
the
SEDUCTION
A table of
temptation:
LINGERIE FOR YOUR TABLE, FORMALLY INTRODUCED:
libations led to the library, where A candlelit display of ritual objects was waiting to be handled, studied, desired.
the
INITIATION
Upstairs:
the
ANOINTING
in primitive’s ‘buddha room’, A voluntary ritual through time + spirit guided by Alejandro Salinas;
An offering of self; a whispered rite of release, reverence + longing in accordance with past, present + future.
omnipresent:
spirits of provocation
two veiled sirens, cloaked in black…
moving like smoke through the dark they slipped black envelopes, velvet-soft feathers, and long-stemmed roses into unsuspecting hands. Each offering was a quiet invitation… a dare… a promise.
To be chosen was to be marked—desired, watched, wanted.
whisper
the
A meditation
in breath + echo.
in an acoustically perfect chamber, the pomegranate mused over as aphrodisiac and elegy: a forbidden fruit suspended between realms.
listen >
anywhere + everywhere:
THE FORBIDDEN FRUIT
Somewhere within Primitive’s four floors, a golden pomegranate was hidden by leona in plain sight.
he / she who found it (hopefully) did not eat it… and rather followed closely the accompanying instructions to claim their reward…
Leona is still waiting for you to reveal yourself, darling…
Another rite awaits.
the next experience will be even more delicious than the first…
Sign up to be summoned the moment inklings begin to effervesce.
gratitude + acknowledgements
for bringing clarity + structure to the dazzling chaos of event execution
Primitive (Glen, Alison, Geronimo):
for seeing + understanding Leona, and for offering her such a magnificent context in WHICH TO LAND
for so profoundly knowing + navigating all realms the spirit inhabits
Abby Holgersen + Alexa Culioli
for your omnipresent spirits of provocation + PLAY
Brooke + Christian
for your lovely hospitality prowess
event photography (UNLESS OTHERWISE NOTED)
+you
for your presence + support, for the unveiling and always. for dreaming with me and honoring leona.
she’d be so proud.
