Browns Fashion Retail Project LONDON

PORTFOLIO EMILIE DIOMANDE

Winning team of the Browns Windows Design Competition Spring/Summer 2014

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South Molton SHOP

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Established in 1970 by Joan and Sidney Burnstein 1970-1979 : 23-27 SOUTH MOLTON STREET 1976 : 160 SLOANE STREET As a group of 4 interior design students from Kingston University (Emilie Diomande, Iris Le Jannou, Mark Terra and Robin Gedin) we won the design competition organised by Browns Fashion for their Spring/ Summer 2014 windows displays. Several art institutions and universities in London participated in the competition with groups from different design specialities.

Kingston University 2014

S P R I N G FA I R G R O U N D ‘Our concept is about a forgotten carousel rediscovered in Spring. We imagine the story of an abandoned carousel, overgrown and incomplete, stumbled upon by a group of people in a park. As they climb closer towards its fragments, it begins to flicker and suddenly blossoms back to life. The carousel is central to the design because it is an icon of the fairground symbolizing ideas of magic, nostalgia, and light.

We want to deconstruct these elements and capture them in the scenes of each window display. We are passionate about constructing every object of the display ourselves. We have incorporated reclaimed fairground lights to custom light fittings, carved a horse and carousel poles using CNC, and hand crafted origami flowers for the spring fairground.’

M O O D B O A R D

C O N C E PT

160 SLOANE STREET, LONDON

23-27 SOUTH MOLTON STREET, LONDON

DRAWINGS

Interior/Exterior

Sloane street

South Molton street

PROPOSAL

160

160 SLOANE STREET, LONDON

23

26

27

25

23-27 SOUTH MOLTON STREET, LONDON

ELEVATION SCALE 1:100

2 4 26 South Molton Street

27 South Molton Street

1/4 Horse (sliced in 4 MDF pieces) 2 Half poles 2 Frames light structure 60 Lightbulbs 1 Origami flower panel (Roses & Kusudamas) 2 Vinyl baroque motifs

2 Women mannequin 1 Suspended light structure 78 Lightbulbs 4 Baroque motifs 2 Full poles 2 Half poles 3 Steel bases 1 Wodden base

10

9 10 11 12 13 14

1 2 3 4 5 6 7 8

3 9 13

5

6

12

8 1

6 5

4 11

7

14

WINDOW SPECIFICATION

55

70

40

Design made to enhance the perspective illusion of the internal structure of a carousel.

Half of each strip of acrylic was covered with mirror paper before assembling. The acrylic pieces were glued and steel pieces were added to strengthen the structure. 78 reclaimed lightbulbs from the carousel at Brighton Pier were installed on it.

ACRYLIC STRUCTURE

In order for the CNC machine to carve out each layer, an initial drawing in 3D is required. We have used the 3D modeling software called Rhinoceros. The above pictures show how the 3D model of the horse will be sliced into several layers for the CNC machine to cut them accordingly.

1. All layers to be completed by the CNC machine.

2. Glue the 4 layers together 3. Use paste wood filler to fill in gaps 4. Sanding and smoothing the horse surface 5. Sealing 6. Post-primering 7. Sprayed the horse with White Cream spray paint 8. Paint the different details unto the horse.

ROCKING HORSE

KUSUDAMA

Cream white, champagne and gold 80gsm paper were folded into origami flower and placed in the panel at the back of the rocking horse.

ROSE

ORIGAMI FLOWERS

1

2

4

5

3

1. CNC cutting 2. Post-primer 3. Post-spray and with fine line masking tape 4. Post-painting in gold / Peeling off the tape 5. Post-peeling of the tape 6.Painting of the metallic pink details

6

MOTIF AND VINYL

18 25 South Molton Street 1 Women mannequin seating 1 Swing chair 4 Golden Chaines 4 Golden steel wires 2.5mm 26 Origami roses 4 Vinyl baroque motifs 2 Half poles 1 Ferris wheel 1 Mirror base

23 South Molton Street 3 Men mannequin 1 Mirror base podium 3 Mirror mannequin standing base 1 Full pole 2 Half poles 2 Steel bases 1 Rope light

23 24 25 26 27 28 29

29

15 16 17 18 19 20 21 22

27

16

26 17

23 15

19

24

21

25 28 22 20

WINDOW SPECIFICATION

To strengthen the structure a combination of 2 pairs of columns are set at the front and at the back of the wooden wheel. The 1 two columns of steel were firstly silver soldered together and again subsequently to a drilled square piece of steel. The final piece will hold the all stucture and also be a channel for the bolt.

Bolt nut 247

Bolt ring The six bases supporting the jewellery are of steel and were 3 silver soldered to hold perfeclty.

They are designed with 2 holes of 2mm for the earing hooks.

Once the fabrication of the wheel 7 was complete the wooden pieces were painted with balck acrylic paint and the bolt were painted with the bronze paint used for the horse colour scheme. The all structure was partially covered with bronze’s leaves for a rust effect.

Wooden ring

134

4

8

Two slots were made into each of the 5mm strip of steel to maintain the position of the earing. Those stips were then silversoldered to the base.

A gold printed flower pattern was added as backdrop for the set.

Wooden ring

Bolt

Pieces of steel (six in total) were sawn into unique shapes to perfectly hide behind the wheel while holding the base that would support the jewelery.

2

Two wooden pieces were cut using an 5 electric scroll saw. The flat workpiece was moved by hand on the machine table while the blade cut into the wheel shape. The two finished pieces glued together gave a good relief.

6

Wooden base podium covered with mirror paper

ELEMENT : 25 South Molton Street FERRIS WHEEL

30

160 Sloane Street 2 Ovale light structures 48 Lightbulbs 2 Full poles 2 Half poles 3 Steel bases 1 Wooden base 1 Hook Willow tree branches 45 Origami flowers

30 31 32 33 34 35 36 37 38

33

36 32

31

34

35

37 Poles are glued and nailed before being put on the rods

38

The steel rod is welded to the steel base

WINDOW SPECIFICATION

ELEMENT : 160 Sloane street POLE

Adhesive mirror paper, striped mirror paper and grey patterned paper were chosen to compose the base of the men’s podium. Those three different kinds of paper will enhance the concept of the fairground, catching glimps of light throughout the day in the window.

Each triangle is cut precisly and fixed one by one to the MDF base podium in order to join perfectly in the pattern designed.

1736 1740

1740 1729

1230

1 x 1736 x 1266 x 18 2 x 1736 x 190 x 18 2 x 1230 x 190 x 18 25 Screw 50 x 5 PVA

19 0

1266

Specification

MEN’S PODIUM

26-27 SOUTH MOLTON STREET

23-25 SOUTH MOLTON STREET

FINAL DISPLAY

160 SLOANE STREET

FINAL DISPLAY