Archangels

A R C H / A N G E L S

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A M B E R

N A S H

F A S M

4 3 0

T A B L E

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C O N T E N T S

mission statement P A R T

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series description inspiration boards series P A R T

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gallery overview target market opening event marketing plan visual display costing

M I S S I O N

S T A T E M E N T

After taking my foundation classes at SCAD I grew to love more than just fashion, but any outlet I could use to express my creativity. This lead me to learn more and experiment with other areas such as graphic design and illustration within my fashion projects. Therefore, for my capstone I wanted to combine these areas of interest and more by creating a series of original artistic images integrating elements of fashion, graphic design, and my personal illustration and photography.

With this series, I’ve incorporated skills related to fashion marketing to develop a plan on how to market and uniquely display this work in an art gallery space. This series is meant to engage the quirky, but sophisticated Millennial woman who is influenced by the ever changing fashion industry and a craving for innovative visuals. Overall, creative content is highly important in the fashion industry and this project demonstrates my ability to create that.

P A R T T H E

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S E R I E S

This series was inspired by the duality of innocence and minimalism versus the urban and gritty. Photography is utilized to capture raw femininity and fashion as a contributing artistic element. Combining this imagery with delicate illustrations and varying degrees of color create a story that unfolds throughout the series: beginning with a soft aesthetic and transforming into bold and expressive images. Overall, these large scale images are made to evoke a sense of curiosity and inspire the viewer to see the beauty in the unusual and to embrace a playful side of darkness.

A R C H / A N G E L S

M O D E L S : M A D D I E W E H D E , S T E P H A N I E S A M A N T H A A D A M S

A D A M S ,

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P A R T T H E

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E X H I B I T I O N

“Booth Gallery is a New York City based art gallery representing both local and international artists. Booth is committed to presenting thoughtful exhibitions featuring artists whose works focus on a balance between content, form, research and communication. Through a well-rounded program, Booth Gallery aims to explore new avenues of cultural significance and visual communication. Our goal is to respond to the intellectual demands of our audience in pursuit of an edifying cultural exchange.�

STORE FRONT 1, 325 W 38TH ST, NEW YORK, NY 10018

In 2015, Paul Booth opened Booth Gallery in Manhattan, New York. He also owns the established, Last Rites Gallery, located on the second floor of the same building with work focusing on contemporary surrealism. Booth Gallery was founded in order to provide a broader selection of contemporary artists and expand their audience to people interested in greater experimentation and idea based works. Overall, the gallery “aims to trigger discussions focusing around social, psychological and philosophical subjects in virtue of a deliberately thought-provoking approach to contemporary art.�

Some well known artists that frequently showcase their work include Jesse Draxler, Chad Wys, Henrik Uldalen, Erik Jones, and Barnaby Whitfield.

Booth Gallery is an ideal space for this series due to the gallery’s commitment to experimental contemporary art of all mediums. They frequently showcase mixed media works with underground and subversive undertone. Additionally, they already have a long standing reputation in the art community as well as a vast digital presence and a unique audience. With the space and resources of Booth Gallery, I would be able to create an innovative, memorable experience as well as showcase the unique series.

T A R G E T

M A R K E T

Cara Age: 24 Profession: marketing assistant Income: $50,000 per year Description: Cara is a recent college graduate living in Brooklyn.

She is interested in art, fashion, traveling, and music and enjoys interacting with like-minded individuals.

She craves new, unique experiences and is an avid social media user. She frequents art gallery events and music shows, but only if they are perceived as exclusive and underground.

Emma Age: 44 Profession: PR executive Income: $100,000 per year Description: Emma is an established professional living in Manhattan. She is interested in new, cutting edge fashion and art. Therefore, she is a frequent patron of art events keen to invest in quality pieces, not only a status symbol but as a way to express her vast cultural and luxury interests.

O P E N I N G

E V E N T

In order to create an exclusive experience for the opening event of the exhibition, several strategies will be implemented. Firstly, having two galleries (Booth and Last Rites) in the same building and operated by the same team is a unique opportunity to initiate a collaborative launch event. This will draw more people to the event and generate excitement for both galleries and

artists involved. The collaborative event, Archangels, will focus on the theme of warped perception of reality, innovative use of colors, and immersive art.

For Booth Gallery, located on the lower level, this series will be displayed. Those who come the night of the event will have complementary beverages as well as a postcard takeaway that will showcase one piece featured and information regarding the artist. Additionally, to foster an immersive environment, lighting will be very dim with only the single spotlights on the work featured in a variety of colors to set the mood and on the walls temporary spray paint will be used to create a playful, decorative element. Also, a projector will be used to play GIF’s on a large scale against the main, centralized wall. To further create an other-worldly environment, there will be ambient electronic music playing throughout the night.

For Last Rites Gallery upstairs, the same lighting techniques will be used in order to be cohesive. The gallery frequently does calls for entry, so the works chosen would be displayed with a focus on darker surrealism, staying true to the gallery’s theme. Furthermore, the artists will be at the event interacting with possible customers and to elaborate on their work to generate sales. Overall, creating a place that will encourage social engagement and digital sharing without distracting away from the art itself would be the most effective strategy.

M A R K E T I N G

In order to spread awareness and interest for this exhibition several marketing strategies will

be employed. Firstly, an e-mail blast will be sent out and a blog post will be made on each gallery’s web sites announing the event. In addition, promotional graphics and GIF’s will both be shared on Booth’s and Last Rites Gallery social media channels leading up to the event. This includes their Facebook and Instagram, their collective following on both Instagram pages is about 96,000. The images will also be shared by the artists involved, leading to broad digital awareness. To reach more locals, posters will be put up in the gallery’s window, advertising the event. Also, formal well-designed invitations will be mailed out to frequent patrons, donors, influencers, and other important members in the artistic community, to foster a more personal relationship.

During the event Booth will post updates on Instagram’s ‘story’ feature to encourage more people to attend and engage people virtually and in real time. Furthermore, the givaway will have all necessary information in order to continue to connect with people after the initial event.

Continued blog posts and press attention will be posted about on their blogs and social media to continue excitement and generate more sales.

C O S T I N G

O P E N I N G

E V E N T

B U D G E T

Exhibition Budget Items

Amount

Exhibition Budget Projector Gel Lights Items Catering Temporary Spray Paint Projector Printing Gel Lights Catering Temporary Spray Paint Printing

Total Cost

Total Cost

A R T

Print and Frame

24"x 36" 36"x 54"

Price a Unit

1 $ Amount 8 $ 5 $ 100 cards1 $ 50 invites 8$ $ 1 poster $ 5 $ 100 cards 50 invites $ 1 poster $

P R I N T I N G

80.00 $ 80.00 6.99 $ 55.92 Price a Unit Cost $ 350.00 10.00 $ 50.00 80.00 $$ 30.00 80.00 6.99 $$ 32.00 55.92 0.64 5.00 $$ 350.00 5.00 10.00 $ 50.00 $ 30.00 0.64 $$ 602.92 32.00 5.00 $ 5.00

B U D G E T

Amount

Price a Unit

7 $ 7 $

Cost

$

602.92

Cost

225.00 $ 1,575.00 419.00 $ 2,933.00

Angel Baby

Temptation

Death by Life

36” x 54”

24” x 36”

36” x 54”

3000.00

1500.00

2500.00

The Face of God

Seduction

Burned Paradise

36” x 54”

24” x 36”

24” x 36”

3000.00

2000.00

2000.00

Homicidal Eve

Dead But Still

No One’s Angel

Dreaming

36” x 54”

24” x 36”

3000.00

24” x 36” 1500.00

Transcend 36” x 54” 2500.00

Lost Mary 24” x 36” 1500.00

2000.00

Crying Tears of

A Pretty

Nothing

Nightmare

36” x 54”

36” x 54”

2500.00

2500.00

Consume Your Sins 24” x 36” 1500.00

All pieces in this series are giclée prints with a black frame included and Booth Gallery will take a 40% commission on all works sold. In addition, to cater to the Millennial consumer, upon request, smaller prints will be made available for purchase.