DANIELLE SARA POOLEY
Danielle Pooley +44(0)7878 821087 danielle.pooley@gmail.com issuu.com/daniellesarapooley theinnovationalphabet.tumblr.com linkedin.com/pub/danielle-pooley/25/649/742
Blog
Issuu
Magazine Concept
Brief Create an innovative magazine and produce a sampler for the concept. Research existing publications, be inspired by anything and everything, make it your own.
Concept Published twice a year, Alphabetica is a bookzine which delves into the world of enchanting fashion, questioning art, thought provoking advertising, inspirational product design and unforgettable events. Each issue is a collector’s item, including features, photo shoots and interviews which span the entire alphabet.
Styling and Photography by Danielle Pooley
D ... Dapper Revival Dapper Revival, an accessory shoot, encompasses the world of being Dapper. This shoot demonstrates how even the smallest of details can make an outfit just that little bit more refined.
C ... Considerate Creativity When Paul Jenkins, a then LCC undergraduate, sent 78 pairs of old Nike shoes to creatives around the globe, he gave them one brief: ‘To challenge the function of a pair of Nike shoes.’
P ... Pin Me Up ‘Pin Me Up’ mirrors the risque side of 1950’s fashion, with a provocative flash of girdle’s, stockings and high waisted suspender belts.
W... Web Innovators Once upon a time, bloggers were technology geeks like Mark Zuckerberg, the co-founder of the social networking phenomenon that is Facebook. They understood the importance of the internet; no longer did you need to be a journalist or recognised critic for your opinions and area of expertise to be noticed. Bloggers have become as important as celebrities, magazine editors and even journalists. Take Tavi, the 13 Year old fashion blogger from Illinois. She launched her fashion blog, Style Rookie, for a laugh, however she is now bigger than LOLcatz, and receives numerous front row invites to catwalks. It is rumoured that bloggers are more educated, more affluent and more passionate than most internet users, and usually minus the journalistic skills or degree. Technorati, an online resource for exploring blogs, reported that in June 2008, there were 112.8 million blogs globally. That’s a bigger audience than newspapers and magazines have. Each blogger is part of a receiving audience, their blog content and opinions then have their own audience: this is networking on the biggest scale. Susanna Lau, also known as ‘Susie Bubble’, is one of, if not, Britain’s biggest style blogger. Established in March 2006, her online diary attracts over 300,000 users each month, and she is one of the only bloggers who can make a living solely based on her blog. Yet another blogette who sits alongside Editors at catwalk shows. Street style blogs have become increasingly popular over the past few years. With Scott Schuman at the helm of this street style culture, many other talented style spotters have followed in his classy footsteps. Scott Schuman established his blog, ‘The Sartorialist’, shortly after 9/11, after leaving a fashion sales position. Schuman wanted to express his love for what he was seeing on the streets on real people, instead of the disconnection he found in the showroom while selling garments. He took his digital camera wherever he went in New York, and encapsulated the essence of street style. He describes his thinking behind each photo: “A lot of it is the moment. It can be kind of the look, but it can also be the idea: a long dress, personalities.” He posted the photographs onto his blog, some included comments about the look, others didn’t need words; the images spoke for themselves. Hailed as pioneering fashion in blog form, Scott Schuman has become a major player in the fashion industry. He can be found capturing runway models, or producing work for brands such as Burberry.
‘The Art of the Trench’, is a project where Burberry collaborated with some of the world’s leading image makers, including Schuman. The project is a living document of the iconic trench coat, and the people that wear it. A collection of images from around the globe, each image portrays the personality and individuality of the wearer, depicting the ‘Art of the Trench.’ Most street style blogs are based in the major cities, completely dismissing the ‘underground style capitals’. Based in Newcastle upon Tyne, but covering the majority of the North, from Liverpool to Carlisle, the street style blog, Fashion Looks North, was established for one reason: “I started Fashion Looks North because I fancied having a web-based creative outlet where I could express my interest in fashion. I had always been an avid reader of blogs, and knew that there was a niche in the market for street style in Northern UK cities that wasn’t being filled”, founder Lauren Turner explains. Similarly to Schuman, Turner doesn’t look for the stereotypical trendy person: “I don’t look for particular things, just for that reaction when you suddenly see someone and admire their outfit for whatever reason. I like to take photos of something a bit different, so tend to avoid very trend based or cliched looks.” In terms of how the bloggers view their own world, Turner explains how important she thinks blogs are in our modern society of the web: “Blogs are important but they serve a purpose. I think there is a tendency to hype them up to be more than they are. Yes, they are influential and offer a unique outlet for people to express views, opinions and inspiration, however, they will never replace magazine brands simply because of the power of conformity. People value a brand and what it stands for too much to disregard those media outlets that have the power to advertise and market themselves. If you look at successful blogs you will see that this is mainly down to clever PR and marketing on the bloggers part, often piggy-backing on said magazines. A prime example is how the Tavi phenomenon was adopted by POP.” People have become even more generic looking, which is why street style blogs are an important outlet for people who don’t have their foot in the Condè-Nast door, to exhibit their work, depicting the distinctive looking people of reality, not the magazines or catwalks. “Street style will never fade. It may or may not go out of vogue to document it, but there will always be people who have their own personal style and aren’t afraid to share it in public.”
NikeGREEN
NikeGREEN is a one off retail project by sportswear brand Nike in conjunction with the 2012 Olympics. The project will consist of a mobile guerrilla store in the form of refurbished shipping containers, which will tour the UK, retailing a new range of footwear from Nike Considered Design, which promotes the use of recyclable and sustainable materials.
Designed by architectural pioneers, LOT-EK, the store is fashioned from disused shipping containers, which are refurbished and modified. Spray painted white with the swoosh ‘grafitti’d’ onto each side, the design will not only make the store eye catching, but it will contrast Nike’s clean cut aesthetic with a street feel. Love it or hate it, you will want to know more.
Top: Instore view of Fitness Equipment which generates the energy for the store. Middle: Instore view of cash desk which acts as a point of retail and recycling point for the Reuse-A-Shoe Campaign. Bottom: Instore view of conveyor belt which tells the story of ‘Nike’s Considered Sole’, through visual story telling and audio.
Top: NikeGREEN Website Bottom: Youtube Road Block
If you have a body, you are an athlete. Bill Bowerman
The instore footwear display utilises salvaged parts of sports equipment, while reflecting the sport which each pair represents through visual storytelling.
Trend Forecasting
Brief Research, create and present a 2011 Trend Forecast book for four different trends within one subject area. Explore inspiration, colour palette’s, materials and products.
Concept Trend Anthology’s 2011 forecast is based around four main interior trends; Optimism, Understated Luxury, Eco Geek and Clean Cut Lines.
Understated Luxury
Old is the, well, new! The concept of salvaging products that are decades old or making products look decades old: Understated Luxury is the new trend. The sofa which looks like children have played on it every day for a year may have cost you one months’ pay packet, however someone who sits on it will think you got it from Camden Market for £50. Consumers aren’t shouting about their products any more as it is part of their home, not a showroom. Luxury now tends to be shown in the car that you drive or the mobile phone you own as opposed to your home. Consumers have gained personality again and are buying what they like as opposed to what they are being told to buy by the adverts on the TV or in the magazines. Materials like concrete are making a comeback, as long as it looks like it’s not been treated. Patterned tiles on floors that you’d see at The Black Country Museum are becoming popular within the home again. Reclaimed and salvaged items like doors and cast iron radiators are in high demand. Even the smaller items of interiors like storage, people are using old suitcases they find in Vintage or Charity shops. Even crockery looks like it’s come from different centuries! Vintage, retro, and back to basics themes are all showing through in this trend of creating an illusion of Understated Luxury.
Eco Geek Consumers are becoming more aware of their carbon footprint, the waste they create and the products they buy. Since the price of fuel rocketed around 2007, the price of consumer products has also increased, pushing consumers into finding other ways of producing goods, food in particular. The term Vertical Farming refers to an agricultural technique involving large scale agriculture in urban areas. The idea is that using recycled resources and greenhouse methods, these high rise buildings will produce fresh vegetables and fruit all year round. Despite the fact that it is a concept which is going to be implemented in about 5-10 years time, a lot of design for the home is being based around the idea. Growing your own vegetables and fruit used to be a thing of the past and considered to only happen in the countryside; however it has made resurgence not only in the countryside but also the cities. Vegetable patches on roofs and in window boxes, bee hives on the top of city blocks. The invention of bread makers means that consumers can now make their own bread without having to take too much time out of their schedule. home cooking with home grown produce is making a return to modern day culture as consumers have realised it is in fact a lot more convenient than it used to be, and a lot cheaper than supermarket food. In regards to products within the home, ecological design has become a lot more popular because the aesthetics have improved greatly. Products don’t look like they’ve been recycled or remodelled from junk. Even eco-friendly doll houses are being created so as to keep up to date with modern society and to teach children how important eco design is. Raw Materials such as timber are becoming an even more popular material to use in the home and interior products. Despite wooden floors being more expensive than laminate, the aesthetics of real wood outweigh the cost. Now that the majority of furniture companies work in conjunction with the Forest Stewardship Council, timber is becoming a more eco friendly and sustainable source. The eco geek is no longer the one put on the backbench; they are the ones who are the driving force behind the future of design.
Visual Merchandising
Brief Design a window scheme and in store installation that promotes the brand for either Top Man or Topshop. Consider the concepts, theories, terms and methods of effective and creative visual merchandising and imaginative fashion space management.
Concept Based on the theme of ‘Victorian Chique’, with the concept ‘Sherlock Holmes with a twist’, the display combines Topshop Unique and Topman Design. Roles are reversed as Sherlock Holmes and Dr.Watson flaunt as female criminals and the helpless victims are male. Female customers will feel empowered, while men will feel sexually dominated. Illustration by Karen Hatzigeorgiou.
Launch Implementation Strategy
Mood Board
Top: 2D Visual Middle & Bottom: 3D Model
Public R
elations
Brief Within groups, choose an exisiting PR agency to represent a new brand, created by yourselves. Individually, compile a press pack for an event for your brand.
Concept Think American Apparel mixed with a touch of All Saints, a whole lot of British attitude and ‘et voila’, you have British Attire. For the release of their Autumn/Winter collection, which will be held at the Roundhouse in London, the brand have commissioned New York’s most notorious and talented graffiti artist, Banksy, to create the artwork for their second catwalk show.
Invitation
Invite, Guest List and Menu
Company Profile
Product Brochure
Fashion Curation
Brief Design a creative, original and workable catwalk show concept for a high end designer/design house. Can you tell a coherent story in which each tiny component corresponds to the whole, not just a collection of anecdotes?
Concept ‘Walk through Time’ with a retrospective catwalk display celebrating 40 years of Yves Saint Laurent. The catwalk will exhibit a Limited Edition Collection which will be created based on his original sketches and iconic designs.
Previous Page: Pocket Watch Invitation Above: Concept Board Right: Written Invitation Below: 3D White Model
The Beauty Facade
Brief Create a publication which explores Contemporary Design Influences. Consider social, political and economical issues which mould design and creativity within society.
Concept The Beauty Facade explores the notion of beauty; whether it can actually be defined or whether it is merely a perception.
“Although it can be something you can turn to in order to make yourself feel better, it is one of the most easy things to hide behind in terms of your feelings.�
“You can’t not notice beauty when it’s there, but you can’t remember or describe it when it’s not.” Eden Clark
Work Experience
Mudpie Trend Forecasting
While on placement at Mudpie, one of the worlds’ top Trend Forecasting Agencies, I wrote features for their Marketing section and compiled research for Textile Industry Report’s for MpdClick, their online resource.
‘Good Clothes Open All Doors’ Published: 15/08/2010
‘The Other Side of London Fashion Week’ Published: 22/08/2010
‘The Hidden Market’ Published: 15/09/2010
‘Buy British: The Rise in Vintage, Retro and Salvaged Products’ Published: 26/07/2010
Vistory and Inscape Design Retail & Interior Design This project incorporated Visual Merchandising and Interior Design, to create a modern and enticing retail design strategy for reputable jewellery brand Goldsmiths. An innovative store concept for ‘Goldsmith Lite’, a sub brand aimed at a younger market, was also created.
Illustration by Inscape Design Below: Jewellery Trend Board
Goldsmiths Lite Male Customer Profile Board
Goldsmiths Lite Female Customer Profile Board
Danielle Pooley +44(0)7878 821087 danielle.pooley@gmail.com issuu.com/daniellesarapooley theinnovationalphabet.tumblr.com linkedin.com/pub/danielle-pooley/25/649/742
DANIELLE SARA POOLEY