John Lewis LIVE

JOH N

LEWIS

//

SH U

LIVE LIVE

L I B E R A T E D

I N D I V I D U A L

A N N A B E L

L I N D S A Y

V I S U A L B 6 0 1 0 8 8 5

E N E R G Y

S H E FFI E L D

HALLAM FM &C

IN

J O HN

IN S T IT U E

LEVEL

O F

6

C O L L A B O R AT I O N W I T H

L E W IS

P RO U DLY

&

PART N ERS

P RESENTS...

ART S

L I B E R A T E D

I N D I V I D U A L

V I S U A L

E N E R G Y

C O N T E N T S

3

CONTENTS................................................3 INTRODUCTION.........................................5 H I S T O R Y. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 BRAINSTORM............................................9 C O N C E P T G U I D E L I N E S . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 GROUPS.................................................13 SCHEDULE..............................................15 T I M E T A B L E : O N T H E N I G H T. . . . . . . . . . . . . . . . . . . . . . . . 2 1 FLOORPLAN............................................23 LOOKBOOK..............................................25 S T Y L I N G C O N C E P T. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 7 RAW IMAGES...........................................31 HERO SHOTS...........................................33 F I N A L I S AT I O N . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 5 O N T H E N I G H T. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 7 E VA L U AT I O N . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 9 B I B L I O G R A P H Y. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 1

4

I N T RO D U C T I ON

C O N C E P T C O L L AG E BY PAUL LUKE

5

QUESTION HOW

CAN

ENCE

A

FA S H I O N

APPEAL

FOR

EVENT

AN

G E N E R AT E

E S TA B L I S H E D

A

YOUNGER

D E PA R T M E N T

AUDI-

STORE?

O U TC O M E W O R K I N G A S A T E A M , C R E AT E A FA S H I O N E V E N T T O B E H E L D ON

T H U R S D AY

AT

JOHN

29TH

LEWIS

&

NOVEMBER PA R T N E R S

2018,

6.30PM

SHEFFIELD,

TO

8.30PM,

WHICH

EFFEC-

T I V E LY C E L E B R AT E S J L & P S D E S I R E T O R E A C H A N E W A U D I ENCE

WHILST

M A I N TA I N I N G

THEIR

ORIGINAL

P H I L O S O P H Y.

6

The first John Lewis store was officially opened back in ‘1864’ as a ‘small drapers shop in Oxford Street’, London, by it’s founder John Spedan Lewis (JL&P, 2018).

In 1940, the partnership doubled in size when it purchased ‘Cole Brothers’ in Sheffield (the location for the LIVE event). After nearly a century of expanding by brick & mortar across the UK, John Lewis

H I S TO RY

then launched its website in ‘2001’.

To date, John Lewis & Partners is now one of the UK’s ‘top ten retailers with 50 John Lewis shops’ (JL&P, 2018) nationwide. According to Hatched London (2014 Jan), a lot of the brands success is owed to the 3 core values it still holds today: ‘value, integrity and vision’.

It is with these core values that the LIVE event will embrace the

.

brands heritage and aim to captivate a younger demographic 7

N E V E R K N O W I N G LY U N E R S O L D

B R A I N S TO R M Today street style is heavily inspired by sportswear. Trainers have

would depict a scene which was symbollic of that era, whilst the models would be of a diverse nature, sporting styles and trends relevant in todays streetwear. The scenes would be constructed using all props, furiniture and wardrobe from in store. To create an element of intrigue and artistic flare, the diverse range of models would be choreographed to be carrying out their scenes in artistic motion. For example, a 60’s cocktail party with the models wearing tracksuits. However, after a class discussion, we collectively agreed that a concept with a bit more vibrance would be the best way to capture the engagement of the desired target audience

entirely come into their own and heritage sports brands are being re-worked and reborn. This concept board looks at the influence of retro sportswear brands in todays trends, through the inherently British tone that John Lewis has portrayed across the decades.

When coming together into our concept groups, myself and the rest of the team apllied this inspiratoin to looking at the event being an installation of John Lewis across the decades. The installation would consist of 4 stations, each representing a different decade of John Lewis (60’s, 70’s, 80’s, 90’s). The idea was that each decade

.

9

pretty boy pretty boy pretty boy pretty boy

pretty boy pretty boy pretty pretty boy boy

.G

D

L . F RE RA T U

D

L . F RE RA T U

L . F RE RA T U

HERITAG E

HERITAG E

HERITAG E

ENDER ENDER ENDER N N .EG .NGE E

fit girl fit girl fit girl fit girl

S RT

S RT

S RT

D

RRY . SPOERRY . SPO ERRY . SPO E P P P

fit girl fit girl fit girl 10

CONCEPT GUIDELINES A ‘ F U N F E S T I VA L’ F E E L C E L E B R AT E E V E R Y H U M A N S H A P E , S H A D E , SEXUALITY & AGE

C O N C E P T

I N C O R P O R AT E A L L D E PA R T M E N T S O F J L & P F U N A N D S P O N TA N E O U S M U LT I FA C I L I TAT E D A C T I V I T I E S VIBRANT BRIGHT COLOURS

Initially, when it came deciding the concept, there was a controlled and fair debate

LOUD MUSIC

where each team got to pitch their idea. In the spirit of democarcy, we agreed SHARED KNOWLEDGE

to anonomously vote for which concept appealed to us the most. The winning concept was for the event to adopt a fun, festival feel, high energy evening. Fol-

MAKE JOHN LEWIS A LIFESTYLE NOT A CHOICE

lowing this collective decision, a heated debate saw many putting forward ideas for which they strongly believed would be the most successful for the show.

.

SHAKE-UP JL&P AND FLIP IT ON ITS HEAD!

Therefore, as a whole group, we decided to pick out exciting features from each groups suggestions, which would offer additional value to the overall concept

11

II N NC CL LU US S II V VE E

1ST HAND IMAGE OF IN STORE ESCALATOR 12

YA W N U R R O TA L A C S E

E S C A L AT O R R U N W AY

FUN FEEL GOOD ENERGY FUN FEEL GOOD ENERGY

A S S I G N I N G RO L E S THE

NEXT

STEP

WITHIN

THE

PROCESS

WAS

T O D E L I G AT E T H E R O L E S A M O N G S T A L L T H E STUDENTS.

THERE

WAS

AN

OPPORTUNITY

T O P U T O U R S E LV E S F O R WA R D S F O R O N E O R M O R E O F T H E D I F F E R E N T R O L E S AVA I L A B L E .

A F T E R D I S C U S S I O N A N D A F E W A LT E R AT I O N S ,

G RO U P S

EVERYONE

SOON

SIBILITIES. THE

I

HAD

PUT

SCHEDULING

THEIR

MYSELF

OWN

RESPON-

FORWARD

(PROJECT

FOR

MANAGEMENT)

T E A M . M Y T E A M A N D I T H E N H A D T H E TA S K O F CONFIRMING FOR

THE

TION

BETWEEN

TEAMS

13

ALL

IN

MOST

THE

THE

TEAMS

EFFICIENT

INDIVIDUALS PLANNING

TO

ALLOW

COMMUNICAAND

WEEKS

R E L E VA N T TO

COME.

M or

rcey

Da

o ur t n C .

h an n o

aig

. Chloe P .

p hie W So

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lo e .

ily C . ach

.

isie . Luke a M .

F . Freya . e o l Me Ch . l la

nna b A .

Ha

C lai

M o rga n

lin .

m.

To L

HAIR & MAKEUP e . Iv

a. P

lle

I sa b el

Darcy . T

al . S

laire

. El ly W lie B mi

e ch

an . Gr dy .

loe P .

ea .

Z ai n

e ga n G

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Isabella

Charlo

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le .

Luke .

R ac

he

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. Kaylea .

.

ge P ai . L

llie .

h.

PHOTOGRAPHY L n . ea

e tt

ntel . ha

Kayl

14

Cara

OUTREACH . Nicole y e

in . Mo

SCHEDULING . E mm l e

. Sa r a h .

GRAPHICS h .C ea

HOSPITALITY . Caitl

a.

Cait

e . L uc y o tt

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EDITORIAL ab .

BUDGETING ga n .

. Chantel . E

.

MODEL CASTING i . Charl n o

ackenn

ACTIVITIES & PROMOTIONS y K . E mm l i a Em

M

Sarah W

Ro

y and . R

eal .

PUBLIC SPEAKING R o c he

.M

PRESS

nG. ega

WINDOW DISPLAY

STYLING .G u cy r

urtney

.

CHOREOGRAPHY . Emily W

M

ni . E m

.A

eather . Iv H . eta lice

o l li e .

M .

Co

ico

tte . To FILM

APP yl e

y.

MUSIC re . N

PROJECT MANAGERS

MEET THE TEAM

S C H E D U L E

A N N A B E L R E A D @ A N N A B E L L I N D S AY EMMA O’CONNOR @EMMA_0C CLAIRE PIERCE @ITSCLAIREYP CARA CONNOLLEY @CARA_LOUISE98

15

SCHEDULE 16

JL

In

on a ti a ll st

S C H E D U L E My

proffessional role on the schedule team consists of

Joh

acting as the communications line between all the individ-

Founder ewis nL

ual teams and then for the collective student group and the John Lewis client.

Responsibilities involve assessing

the logistics of our desired creative outcome and measuring that against what is practically possible. It’s all about ef-

.

fective cooperation, efficiency and execution of the FM&C groups desired vision for the John Lewis LIVE event

COMMUNICATION

BRAND AWARENESS

SCHEDULE 18

SCHEDULE MOODBOARDS AS PROJECT MANAGERS WE BEGAN BY EACH CREAT I N G A M O O D B O A R D . T H I S WA S T O A L L O W U S T O V I S U A L I S E , I N A N A B S T R A C T M A N N E R , W H AT T H E R O L E O F P R O J E C T M A N A G E R W O U L D E N TA I L .

IDENTIFYING

COMMON

THEMES,

WE

AGREED

U P O N T H E R E S P O N S I B I L I T I E S T H AT W E ’ D H AV E T O F U L F I L A C R O S S T H E P R E P E R AT I O N W E E K S .

20

T I M E TA B L E Presented

is a timeline of the running order of the events and activities on the actual night, with consideration for the time to both set up and clean up afterwards. This shows where people need to be, at what time, and highlights important overlaps within the features of the night

.

21

O N T H E

N I G H T

John Lewis & Partners LIVE: On the night Time

12:00 16:00 16:30 17:30 18:00 18:10 Event Starts 18:15

18:30 18:40 18:45 18:50

Event Ends

18:55 19:00 19:20 19:30 20:00 20:20 20:30 21:00

Activity Models arrive for hair & makeup/dressed Live window display during the afternoon

Where (Floor) G (makeup) + 1st G (Front windows )

Who / Team Makeup / Styling / Casting Window Display Team

ALL students in JL to set up (staff entrance)

Staff entrance

ALL

Behind the scenes filming begins

Ongoing Music Window Display Customisation Other Activities

16:00 16:30

Charlotte, Antonia

Live customised shoes Makeup & Hair Tutorials Gin tasting Gift Guide Waitrose stand with competition & prizes Tanoid announce 'show starting 1st floor' & Marionette stops Seminar Talk #1 Seminar Talk #2 Models get ready & line up backstage in order Seminar Talk #3

Fashion Show Starts Fashion Show Ends

Guest shopping time & clearing up starts taking place Marionette begins again until event ends Activities begin to finish Guests to after show venue Hallam out of store

G (Front windows ) G (front entrance)

Claire & Nicole Window Display Team Hospitality team

2nd Haberdashery G (Beauty department) G G LG (Near kitchenwear)

Tom, Emily Walker Ellie Buxton (GHD, Benefit, BB, Nars, Laura Mercier) Maisie Emiy Kirk, Luke John Lewis / Waitrose

1st 1st Backstage (1st) 1st 1st

Luke Chloe Choreography Team Rochelle Choreography (on catwalk music) / styling

G (Front windows )

ALL Window Display Team

G

EVENT TIMETABLE BY ANNABEL LINDSAY

22

Time

12:00

17:30 18:00

Store shuts to public Music starts All window display starts Hospitality Meet & Greet on door (Goodie bags for first 100 people)

Filming

18:10

18:15

18:30 18:40 18:45 18:50 /////// ///////

18:55 19:00 19:20 19:30 20:00 20:20 20:30 21:00

F L O O R

P L A N

DIGITAL FLOORPLAN G & 1st Floor

23

G Fire exit

1st

Tills

Fire exit

Fitting room

Lift Styling Room

Accessories

Activity 3: Shoe design?

Tills

Activity 4: Gift guide?

Womens Wear

Fire exit Stairs/Lift

Fire exit Stairs/Lift

Beauty

Styling Room

Beauty

Activity 2: Makeup tutorials?

Childrens Wear

Activity 1: Gin tasting?

Entrance

FLOORPLAN BY EMMA O’CONNOR

Runway show?

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Fire exit Stairs/Lift

Shoes + Bags

Fire exit Stairs/Lift

Stationary + Gifts

L O O K B O O K STYLING GUIDELINES 4 ITEMS FROM THE STORE WHITE BACKDROP I N - S T O R E P R O D U C T S O N LY 30 MINS TO SHOOT PHOTOGRAPHER PROVIDED VIBRANT COLOUR

25

HOW CAN A FASHION EVENTGENERATE A YOUNGER AUDIENCE FOR A DEPARTMENT STORE?

lo-fi

gritty glitter 26

STYLING CONCEPT #1 Y E L L O W T O N E S + PAT T E R N S OLD SCHOOL VIBES GENDER NEUTRAL CLOTHING DISCO FEEL

Talking Tables Glitterati LED Disco Ball Lights, Silver Polo Ralph Lauren Striped Rugby Jersey Top, Gold Bugle/Navy Natuzzi Gloria Fabric Swivel Armchair, Black chrome base

27

STYLING CONCEPT #2 L O O K I N G I N T O S P O R T S H E R I TA G E SOCKS + SANDALS T E N N I S I N S P I R AT I O N STREET STYLE

Teva Original Leather Sandals, Black adidas Half Cushioned Socks, Pack of 3, White Polo Ralph Lauren Cotton Rugby Shirt, Red/Deckwash Wilson Federer Tennis Racket, Black/Red Green paper roll or rug on the floor

28

STYLING CONEPT #3 GENDER NEUTRAL NEED 2 MODELS S TA R R Y M A K E U P GEN Z

Gold ring: Rachel Jackson London Electric Goddess Stacking Ring, M, Gold Yellow hat: JL&P Cashmere Roll Beanie in Ochre Tommy Hilfiger Boys’ Flag Sweater, White Silver glitter & stars for makeup

29

FINAL STYLING CONCEPT

SPO LOW TOM SPO REF GLIT N AT MOD

30

RTS

TER

EL:

HER

LIGH

MY

LEC

URA

RTS

EQU

MAK

IGE

IPM

HYP

IRE

R (T OM

MY

ENT

E

EUP

L HA IR ( SID

CLA

E

T

HILF

TIVE

I TA G

E PA RTIN G

PIER

CE

)

JEA

NS)

R AW I M AG E S

HERO SHOT 1

HERO SHOT 2

L O C AT I O N : J O H N L E W I S BARKERS POOL SHEFFIELD

31

I MAG E S R AW

R AW U N E D I T E D I M A G E S CONCEPT & STYLING: ME MODEL: CLAIRE PIERCE P H O TO G R A P H Y: R A C H E L A S S I S TA N C E : R O C H E L L E

H E RO S H OT S P R E G R A P H I C S

33

BULC S’NEEUQ WEN EHT :SDNOMAID FO NEEUQ SINNET

TENNIS QUEEN OF DIAMONDS: THE NEW QUEEN’S CLUB

TENNIS QUEEN OF DIAMONDS: THE NEW QUEEN’S CLUB

I N S TA G R A M E D I T

T EN N IS QU EEN OF D IAM ON D S T H E N EW QU EEN ’ S C LU B

TENNIS QUEEN OF DIAMONDS: THE NEW QUEEN’S CLUB THE NEW QUEEN’S CLUB TENNIS QUEEN OF DIAMONDS:

I N S TA G R A M F E E D 34

I N S T A S T O RY

F I N A L I S AT I O N

FINALISING THE NIGHT & BEHIND THE SCENES SET UP BEHIND THE SCENES PHOTOS

BY EMMA O’CONNOR

35

12:00PM

HAIR + MAKEUP

13:00PM

36

LIVE MARIONETTE

LOOK BOOK IMAGES

L I V E W I N D O W D I S P L AY

12:00PM

C AT W A L K S H O W

18:10PM

19:00PM

O N T H E

N I G H T

PROFFESSIONAL PHOTOGRAPHY

BY SHAN PURDY

37

38

E VA L UAT I O N For

the John Lewis LIVE event, every member of the student group had a vital and unique role for their contribution.

Without everyone’s individual inspiration and vital input, the event simply wouldn’t have been able to take place. As a collaborative group we had to delegate, compromise, motivate and inspire each other consistently, in order to bring our vision to life

passionately about. However, this was also a great opportunity for me to learn how to cooperate calmly and approach people- a lesson we all carried through to the end of the process.

Once all the groups had been assigned, each individual team was able to dissect and breakdown their responsibilities and methods of how they would carry out their ideas. I put myself forward for the scheduling team, which meant that I was one of four project managers for the event. As a project manager, it soon became apparent that I would have to be an incredibly effective communicator,

Initially, selecting a concept for the night proved to be a challenging first task. As individual ideas clashes, a heated discussion brought out early tensions, highlighting what people felt

39

a good listener and act accordingly to produce a detailed, efficient timetable for both the planning and the running order of the actual night.

Furthermore, as project managers, we were regularly involved in meetings at the John Lewis Store, with Sarah (store manager). Acting as the main point of contact between SHU and JL&P, it fell on the PM’s shoulders to pitch our desired outcome to the client, before negotiating that against what was practically possible in both a financial and logistical sense.

One of the first major obstacles that we had to overcome was the simplification of the creative vision we had as students. Originally, we had planned for the main feature of the night to be an innovative, live catwalk on the escalators running through the centre of the department store. Unfortunately, for health & safety reasons and the pure fact that the escalators break down regularly, we instead took to drawing out a rough floor plan to try and assess a suitable alternative for the runway. Amongst catwalk logistics there were a multitude of other creative ideas which JL&P were not able to allow us to run with- the

event logo that the branding team had designed being one of them as a result of the major rebranding that the company had just undergone.

It proved to be quite a challenge relaying information back from JL&P to the rest of the students in a manner that was both concise and justified but without dampening down the creativity and efforts that everyone had gone to, planning the ideas. I quickly found that a lot of my role as a PM would be of keeping spirits high and maintaining a positive energy, despite any setbacks.

My individual role on the scheduling team was to produce an easy-to-read, detailed timetable of the running order of the event on the night. I had to ensure it included everything from models arriving for hair and makeup, what time there would be an announcement informing the beginning of the catwalk, all the way to what time SHU would leave JL&P after the clean-up operation. It was very much like piecing together a puzzle without knowing what half the pieces look like. As a result, the timetable took about 2 weeks to produce and finalise as adjustments had to be made accordingly as I gained confirmation for all the components.

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Something which I found to be quite frustrating throughout the process was a lack of trust in the PM’s from a few students. On occasion, there would be students asking questions regarding the music team, despite not being in the music team. Looking back now I can understand that this was the first task at University where we weren’t each individually responsible for seeing a project through from start to finish. Therefore, such questions only ever came from a place of genuine concern for the wellbeing of the project.

However, it made my job as a PM occasionally trickier, as it took longer to have discussions with all the different teams for progress updates.

I have overcome huge milestones within my own skill set. One of my prouder moments was pitching to the John Lewis & Partners staff and to the rest of the student group the roles of the scheduling team and our vision for the running order of the night. In the professional environment of the JL&P Office as well of the pressure of delivering a successful presentation, I was proud to stand up there alone and confidently pitch with enthusiasm the incredible ideas we wanted to see come to live within the walls of the store.

During a post-event follow up discussion with Sarah back at SHU, I stated that going forward, I think it would be an exciting prospect to consider doing similar look book projects for different seasons or seasonal holidays e.g. John Lewis Christmas look book images, then displaying them throughout the store, as was done on the night of the event. This would allow students to push the JL&P brand to the forefront of consumer mindsets within our demographic, in a fresh manner, whilst showcasing what John Lewis & Partners has to offer

.

B I B L I O G R A P H Y

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TEXT [1] John Lewis History: John Lewis Partnership (2018). Our History > Text Version. John Lewis & Partners. Retrieved from: https://www.johnlewispartnership.co.uk/about/our-founder/our-heritage/our-history/our-history-text-version.html [2] John Lewis Brand Values: Hatched. (2014, January 14). Great British Brands – John Lewis: Never Knowingly Undersold [Blog Post]. Retrieved from: https://hatchedlondon.com/great-british-brands-john-lewis-never-knowingly-undersold/ VIDEOS [3] Escalator video Pg.12: LIFEOFVIDS. (2015). Escalator. [Online Video]. 22 May 2015. Available from: https://vimeo.com/128584874. [Accessed: 20 October 2018].

[4] Schedule Modboard: Meet the Team: Pg.16: Dua Lipa. (2015). Be The One (Official Music Video). [Online Video]. 29 October 2015. Available from: https://youtu.be/-rey3m8SWQI. [Accessed: 30 October 2018].

[5] Schedule Moodboard John Lewis Installation Pg.17: Retail Focus. (2018). John Lewis & Partners - AW18 Pentagram. [Online Video]. 25 September 2018. Available from: https://youtu.be/oxldLIeEDns. [Accessed: 28 October 2018].

[6] Schedule Moodboard Circle Video pg.18: Victoria Bylin. (2018). FUNCTION. [Online Video]. 30 April 2018. Available from: https://vimeo.com/267288523. [Accessed: 28 October 2018].

RAW IMAGES [7] ALL Product JL&P Product Images throughout: John Lewis & Partners (A/W 2018). Retrieved from: https://www.johnlewis.com/ [8] John Lewis History Illustartion Pg.8: Loulla-Mae Eleftheriou-Smith, (2018), John Lewis: retailer walks consumers through its history to celebrate its 150th anniversary [ONLINE]. Available at: https://www. campaignlive.co.uk/article/john-lewis-walks-consumers-its-history-celebrate-150-years-business/1290770 [Accessed 1 November 2018].

[9] John Lewis 150 Years Logo Pg.8: ELLE Decoration, (2018), John Lewis 150 logo [ONLINE]. Available at: http://stage.elledecoration.co.uk/magazine/britishdesignawards/best-british-product/attachment/150-logo/ [Accessed 21 November 2018].

[10] ADER Brainstorm Imahes Pg.10: ADER, (2017), ADER Error Brings Us New Looks for AW17 [ONLINE]. Available at: https://pausemag.co.uk/2017/11/ader-error-brings-us-a-new-look/ [Accessed 28 October 2018].

[11] John Lewis founder Pg8 & 17: Becky Beach, (2011), The Story of the John Lewis Partnership [ONLINE]. Available at: http://beckybeach.net/the-arts/the-story-of-the-john-lewis-partnership-2/ [Accessed 28 October 2018].

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LIVE LIVE

A N N A B E L

L I N D S A Y

B 6 0 1 0 8 8 5