FAUSTINE STEINMETZ The NATURE Experience
C O N T E N T S
ABOUT HER BRAND VALUES CONCEPT SHOPPING EXPERIENCE VENUE FLOOR PLANS/LOCATION GUESTS INVITATIONS PROMOTIONS INTERACTIVE INSTALLATIONS STAFF CATERING FAUSTINE X PRESS MODELS TRENDS FAUSTINE X CABBAGE AND NETTLES GIFT BAG LOGISTICS TIMELINE HEALTH AND SAFETY BUDGET IMAGE REFERENCING
ABOUT HER
“I create pieces that everyone has or has had in their wardrobe at some point in their life, except I make them from scratch using artisanal techniques.�
Faustine Steinmetz is a brand that prides itself in using organics techniques and resourcing recycled materials. Each piece of fabric used are hand-woven in her East London Studio, made entirely in the UK. Thrift shop denim and handwoven materials are incorporated into every design for the collections. Her beliefs in using more recycled materials have evolved over time whilst her label has ben growing, eradicating the use of leather and using next to none fabric making machines. Designers such as Faustine face the huge struggle of being expected to produce clothes by and in the same time frame as a designer who buys machine-made fabrics.
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BRAND/CORE VALUES The aim for this pop-up store is to design an event that reflects Faustine’s ethics and beliefs. Through her interest in upcycling, creating natural textures and making ethical fabrics first hand there will be an experience curated that combines both worlds through the pop-up event to help raise awareness of the carbon footprint fashion has on the environment, whilst also allowing the audience to be able to dive into this and actually purchase Faustine’s eco-friendly garments. The purpose of the event is to possibly educate the audience, making sure they walk away with a greater knowledge of sustainable fashion, creating sales whilst doing so. As Faustine Steinmetz is an up and coming designer, this event intends to create extreme amounts of promotion for her as a brand, bringing in a wider audience than before. As the younger generation is the generation that is responsible for changing global warming and the target audience, the event will further encourage them to want to get involved in a more sustainable way of living. There will be a number of influential guests invited in order to influence this generation and grab their attention.
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CONCEPT
The NATURE experience
The initial concept for Faustine Steinmetz‘ pop-up store is to create an experience reflecting the brands ethos- sustainability. As Faustine is known for her use of regenerated fabrics and natural textures, the idea is to incorporate this into the event. It will be focused around the theme of nature to coincide with her brand values. There will be an all-natural, organic summer theme created. This will be achieved by adding greenhouses for the guests to explore, packed with faustines latest collection hung on clothing rails in flower beds for people to purchase from the store. Faustine always thinks of original and unique ways to present each and every one of her collections so this pop-up aims to do the same. To showcase the collection there will be models scattered around the event standing on tree trunks wearing her designs, each taking a different pose. The event will be held in the Serpentine Sackler Gallery which is part of The Magazine Restaurant, as the airy architecture reflects the overall greenhouse theme intended to create. The event will be held in the summer of 2017 as the venue chosen is very open planned, so summer weather will be ideal. The first day of the event will be strictly for the fashion industry, media and press, where they will receive a personal invitation from Faustine Steinmetz herself. The following two days will be open to the public where they can come along and enjoy the eco-friendly, nature based experience created for them.
SHOPPING EXPERIENCE One of the main purposes of this pop-up shop is to present faustine’s designs in a creative and unique way that will attract the customers to buy them and hopefully expand her target market whilst still appealing to her current market. The clothes will be presented in a way that fits the theme of nature and the environment. The idea is to have greenhouses located in part of the venue which will be specifically for showcasing the designs. The clothing will be hung on rails that will be positioned in flower beds so it’s like the clothes are sprouting out and growing. In terms of guests being able to purchase the clothes, there will be ecommerce accessible at the event. Staff will be located around the venue with iPads that have been hired so if a guest wants to buy any of the items they can purchase it online which will then get delivered directly to their house with special delivery.
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VENUE THE SERPENTINE SACKLER GALLERY The pop-up store will be held at the Serpentine Sackler Gallery in The Magazine which is located in London’s Hyde Park. It was designed by award winning architect Zaha Pritzker, who’s designs are creative and unique. The Magazine dining room features a flowing membrane rood, and columns that allow natural light to oose into the room provided a wonderful experience. This paired with the stunning glass walls allows you to witness the garden its situated around, making it the perfect venue to host the pop-up shop. The natural light and the nature its surrounded by links in perfectly with the concept which is: The Nature Experience. The venue will be used for Four days in total. The Pop-up will be open for a total of three days, the first day being solely for the Media and Press, who will have received invitations and have RSVP’d prior. The following two days will be open to the public and then the last day will be for shutting the popup down and packing everything up as well as cleaning any mess made.
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FLOOR PLANS
LOCATION THE MAGAZINE
Serpentine Sackler Gallery West Carriage Drive Kensington Gardens W2 2AR
Close tube stations: High street Kensington Queensway Lancaster Gate Marble Arch Hyde Park Corner Knightsbridge
GUESTS The Pop-up will be open for three days, the first day being solely for the Media and Press, who will have received invitations and have RSVP’d prior. The following two days will be open to the public and then the last day will be for shutting the pop-up down and packing everything up as well as cleaning any mess made.
PHOTOGRAPHERS:
BLOGGERS: Susie Lau Chiara Ferragni Shea Marie Jennifer Grace Korin Avraham India Rose Carrie Harwood Ella Catliff Camille Charrière Hannah Louise Alex Stedman Laura Fantacci
EDITORS:
CELEBRITIES: Emma Watson Amber VallettaAlicia Silverstone Livia Firth Lily Cole Olivia Wilde Stella McCartney Qwyneth Paltrow
Holly Shackleton Taylor ford Lorraine candy Pandora sykes Flossie sanders Laura craik Sofia de Romarate Agata Belcen Nancy Waters Emma Hope Allwood Laura Weir
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James Naylor Chris Rhodes Chloe le drezen Harry Clark Arnaud Lajeunie Luke brooks Thomas Petherick
JOURNALISTS: Bojana kozarevic Lynette nylander Ted Stansfield Bethan holt Olivia Singer- writer Anna Cafolla KINZA SHENN Tamsin Blanchard Lauren Cochrane
OTHERS:
Michael Giovanni Amber Giovanni Rachel nettles Lara Jensen Katie jones Diana Auria Margot Bowman Ben Alun-Jones Kirsty Emery David Hieatt Clare Hieatt
INVITATIONS FOR PRESS
The invitations will be a combination of two different styles, one will be physically sent out to the press and one will be advertised on social media for the public. The ones being sent to the press are simple invites, with a variety of different pressed flowers attached to the invite along with a bag of “forget me not” seeds. The pressed flowers will capture the essence of the pop-up event, in addition to giving the press something they can physically keep. The ‘forget me not’ seeds is an interesting way of getting guests to remember and save the date. The second invite is a simple, floral themed invite which will be advertised across a range of social media platforms to inform the public when they can attend.
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PROMOTIONS The first type of promotional campaigns is Social media advertisements. There will be several different social media advertisements across a broad range of platforms including Instagram, Snapchat, Twitter, Facebook and her website. These promotional campaigns will be used to inform the public of when the pop-up event is, but to also create mass exposure for Faustine as a designer. For the duration that the pop-up store is open for there will also be a Snapchat Geofilter so that when the public are in a certain proximity to the shop there will be a personalised filter available for them to use which tells them where the pop-up store is located. During the lead up to the opening, a few days before the shop opens, there will be people walking around Kensington gardens and Hyde park informing the public of the event. The volunteers will also hand out drink samples from the collaboration with PRESS juice company to grab their attention, giving them an insight into what they can get at the event. A spotify playlist will be available for the public to access before, during and after the event which contains songs that fit the concept and mirror the mood that the pop-up wants to set.
INTERACTIVE INSTALLATIONS FLORAL WALL
For one of the chosen interactive installations there is going to be a floral wall made entirely from recycled paper to reflect Faustine Steinmetz’ ethos. Its purpose is have guests to take a ‘selfie’ or a general picture and either upload it to instagram or twitter with the caption #faustinesflorals to increse exposure of Faustine ‘s brand and sustainability. There will also be a polaroid taken of the guests which can then either be kept or hung around the Serpetine Galleries pole features on a hessian washing line, also known as the ‘washing lines’ which will be scattered around the event. Mimicking traditional photo opportunities, there will be a ‘red carpet’. To make it unique to this event the red carpet is going to be a ‘grass’ carpet instead. There will also be projections, both on the outside of the venue where the guests will enter and inside previewing a video of Faustine explaining and showing the process of her fabric and garment making. This is to ensure we try to educate the guests and inform them of how important sustainable fashion is.
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PROJECTIONS
STAFF
To save money on the budget, there will be a group of volunteers hired instead of paid staff. This is a great chance for anyone studying a design based course, whether it be from Central St. Martins, where Faustine herself studied or any other university around the country to get involved. The advertisement for the volunteering opportunity will be posted across the designer’s social media platforms along with an email being sent out to the fashion departments at a range of universities to get them to inform students of the opportunity. Although the main reason for having volunteers work the event instead of paid staff is so that money is saved on the budget and it can be spent on more important factors. Another reason is because it allows people an opportunity to get involved with fashion first hand and gain experience in the world of fashion and events management.
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CATERING The catering staff come included in our chosen venue so we are going to have them prepare the food the morning of each opening so it is fresh and ready to put out. Upon arrival every guest is given a pair of Faustine Steinmetz limited edition gardening. These gloves will be specially curated for this popup event and will be covered in recycled denim to match the collection on sale. The gloves are to enable the guests to go into our specially made flowerbeds and fruit baskets to be able to pick their own produce. The fruits the guests select will then be washed and turned into smoothies for the guests. They will also receive a recipe book made from the juice company PRESS, which informs them what fruit they need to pick for each smoothie. There will be miniature savoury pastries made entirely from organic vegetables, which will be served on natural platters such as plants pots and then positioned around the room for the guests to eat as they wish. The decision to have quite traditionally British food, things that are more associated with summer is so that it links in with the concept of the pop-up shop. SAMPLE MENU Mini mushroom tarts English pork pies Sausage rolls with caramelised red onion Mini salmon and Asparagus puffs Mini Spinach, ricotta and feta Quiches Mini jacket potatoes Sun-dried tomato, parmesan rosemary palmiers Goats cheese, pesto and tomato pastry squares
FAUSTINE X PRESS As an exciting and fun way to provide drinks for the guests, the first collaboration will be with an exciting new cold pressed specialist juice company called ‘PRESS.’ Press is a London based company that are dedicated to creating the best cold juices from raw fruit and vegetables. There will be a Press juice bar located in the venue where guests can create a range of fresh juices with fruit and vegetables hand-picked by them. Upon arrival to the event they will be handed a small leaflet with recommendations of what fruit and vegetables to pick for what juice they wish to create. As a company their vision is to be the world’s most health-centric lifestyle company ad help people discover, learn and engage with their health. Faustine’s pop-up shop will allow for great exposure for this up and coming company as well as providing the guests with freshly pressed juices from raw fruit and vegetables. The collaboration with the juice company ties in well with the theme and purpose of the pop-up as Press mirrors Faustine’s ethics but through a different product. Both brands only use raw and natural products, so a collaboration for this event will work really well.
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MODELS: OPEN CASTING To save money on the overall budget there will be an open casting call to get models from all walks to be included in our event for free, as they can gain experience and exposure through working with a prestigious fashion brand. No modelling experience is needed, as long as they fit the aesthetic. They can email their headshots and details to info@ faustinesteinmetz.com. There will be 30 models hired in total so each person receives a break. We will advertise our casting call through Faustine’s social media handles. Including these examples, Instagram, Snapchat, Twitter and Facebook.
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TRENDS Within the fashion industry there has never really been any such thing as ‘sustainable fashion’, however in recent years many designers and brands have been jumping on board with the topic of sustaible fabrics and fashion. This was the main inspiration for the pop-up store as well as the designer, Faustine herself being an ambassador for sustainable fashion and in doing so bringing it to the media’s attention.
ECO-FRIENDLY SUSTAINABILe fashion RECEYCLED MATERIALS
FAUSTINE X CABBAGE AND NETTLES
There is going to be a collaboration with a company called Cabbage and Nettles. The designer, Rachel Nettles is a classically trained fine art textile artist who will create original knitted designs specifically for the pop-up store in order to sell and coincide with the concept. The knitted designs will be located in wheelbarrows within the green houses alongside faustines designs that are available to buy and also dotted around the venue. The guests will be able to buy them, and cabbage and nettles will retain 80% of the profit, along with getting mass exposure for her company.
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GIFT BAG
Before leaving the guests will receive a re-usable gift bag for them to take away, made from recycled canvas fabric. Inside the bag there will be: A Faustine Steinmetz loyalty card which will you 20% discount off your next purchase online A small bottle of freshly pressed juice from ‘PRESS’ A small keyring sized knitted textile piece created by Rachel nettles Nature stickers
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LOGISITICS
The first part of preparation for the pop-up shop is making sure that all the goods and services are ordered with enough time for any errors or miscommunication. The Press, Media and VIP’s will receive their invites 2 months prior to the event to give enough notice for people. Due to the venue being in Kensington Gardens, Hyde Park the pricing is more expensive so the venue is only rented out for a total of Four days, so with the pop-up being open for three days that leaves very little time for the setup. The opening for the Press day goes live at 3pm on Friday 7th, so preparation and set-up starts with a team of workers from 6am that morning. The volunteers we have hired for the event will arrive at 11am for a briefing before the launch at 3pm for the press day, however, for the 8th and 9th they will arrive at 9am. The closing time for the Press day is a lot later than the following two days for the public, with all guests leaving by 8pm whereas for the following two days the closing time of the shop will be 6pm. Below you will see a table of how the Press Day will run with a step-by-step process.
TIMELINE Below is a simpilised timeline of the process of the whole pop-up
MAY 07
Press, Media and VIP’s recieve their invitations for the event
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JULY 08
Order the goods, decorations and Services for the Pop-up
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Orders are delivered to Designers Studio
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PRESS Juice bar designed and set up
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All clothing from the collection packed and ready to ship to venue
07 08/09
shop launches for the Press day
Pop-up shop open to members of the public for two days
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Pop-up shop starts to be dismantled and packed away
HEALTH AND SAFETY
RISK ASSESSMENT
All health and safety risks have been taken into consideration for this event. The venue should have good quality ventilation to avoid condensation and damp and the fire exits around the venue are to be visible and accessible at all times in case of a fire. In terms of catering, any produce available for consumer consumption should be properly washed and prepared and any sharp objects such as blender blades and knives should be kept out of reach from the public and handled with care by chosen staff. The food will be served on natural platters so it’s important that items should be sterilised before coming into contact with food. Any staff that will come into contact with food should have sanitised surfaces and washed hands before preparation. (i.e smoothies, juices, other beverages) Models are to sign a contract that states their contracted hours and rights (for the days working) i.e. break lengths, refreshment entitlements. Models who will be acting as scarecrows around the venue, will swap positions with other models around the venue, and are also entitled to take breaks for refreshments and a rest. It is also crucial that there are no loose wires around the venue that could cause any slips, trips and falls both for the models and the guests.
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BUDGET The overall budget for the Pop-up was £10,000 maximum. The total expense for the Event is: £8,894.49, with services and bills taking up a large amount of the expenditure, costing £7870. The decorations and goods taking up £659.29 with the smallest proportion of the costs being the furniture at £365.20. The exccess money left over from the budget will be used if there are any last minute changes, charges or unexpected bills.
TOTAL = £8,894.49
IMAGE REFERNCING PAGE 12/13: VENUE
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FAUSTINE STEINMETZ
KAJE LTD
ASHLEIGH ULETT