He tries to lead people away from the glossy signage of the trade-show buildings and put them up against old, crumbly walls whenever he can.

“It places them in a context,” he says. When I point out that by positioning them so you can't see they're at a fashion-trade show, he's actually, technically obscuring the context,  he says, “Yeah 

—it's definitely a curated context. It's my altered reality.” - from Up from the Streets (Scott Schuman), GQ June 2012