concept proposal
Emily Kelly // Creative Direction for Fashion
CONTENTS 0. Introduction - the brand p.3 - the concept p.4 - campaign timeline p.5 - customer journey p.6-7
3. The Public Event - Experience Breakdown p.30 - Airbnb Experience Series p.31 - Information Booklet p.32 - Feedback Sheet p.33 - Social Media Promotion p.34
1. The Film 4. The Launch Event - Event Breakdown p.36 - Guestlist p.37 - Invitation Design p.38 - Catering p.39
HIGHER STUDIO
- Overview p.9 - Placement p.10 - Motion Graphics Placement p.11 - Social Media p.12 - Billboard Promotion p.13 2. The Space - Overview p.15 - Budget and Health & Safety+Staffing p.16 - Location p.17 - Projections p.18 - Room 1: The Kitchen p.19 - Room 2: The Lounge p.20 - Room 3: The Bedroom p.21 - Room 4: The Laundry Room p.22 - Room 5: The Corridor p.23 - Room 6: The Bathroom p.24 - Room 7: The Creative Studio p.25 - VR Viewing Option p.26 - Collaborators p.27-28
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THE BRAND Higher Studio is a fashion rental service, providing monthly subscription to luxury, archive garments and accessories from designers such as Comme des Garcons, Issey Miyake and Prada. This is all a part of the sharing economy and a fight to dissuade consumers from over-buying and neglecting unwanting clothes in their wardrobes. The service was founded in 2014 by Sara Arnold, a graduate of both Central Saint Martins and Imperial College London. She has the vision in mind that in the near future, the concept of having a wardrobe filled with clutter will become obsolete. HIGHER STUDIO
“novelty is such an important part of expression and creativity and novelty normally hurts the environment. So, it’s always about how can we be more creative without creating damage.” - Sara Arnold, founder of Higher Studio
sourced from @higher.studio
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THE CONCEPT
With the sustainable fashion movement in full swing, this project looks to the consumer alternative of rental fashion and how this can best be communicated.
This project is based around the feeling you get from wearing something new and novel and how you can still experience this without the use of finite resources. The film, space and event are all focused around six key garments from the archives, which each represent a unique and new way of moving and feeling. They become their own personalities, which are explored through all levels of the campaign.
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HIGHER STUDIO
Higher Studio offers a subscription rental service of luxury archive garments and accessories. Sara Arnold, the founder, hopes to see the idea of a wardrobe become obsolete in the near future, targeting our current issue with consumer greed and its environmental impact.
CAMPAIGN TIMELINE 31.08.18: Photographed apartment posters for the event uploaded to social media
17.08.18: Begin the curation of the space set design, hire of equipment
14.09.18: Launch event for the apartment space pop-up
HIGHER STUDIO
10.08.18:
17.08.18:
Short clips from the film are released on social media in the build up to the full release and announcement of the event
Fashion film is uploaded as the banner for the website and promoted on all social media platforms
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31.08.18:
15.09.18-20.09.18
Advertisement for Airbnb experiences and talks announced on social media
Airbnb experience series of talks at and tours of the immersive space
CUSTOMER JOURNEY Short clips from both the animated and performance videos will be posted on social media
The Airbnb website will introduce customers to the series of events and give them the option to purchase tickets to talks/performances
Billboard posters, featuring shots from the performance video will advertise a link to the Higher Studio website
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HIGHER STUDIO
The website will automatically load and play the 2 minute 30 second edit of the video and offer a link to the Airbnb experience site
Social media influencers and industry experts, from the fields of art, fashion and sustainability will be invited to a private event with special edition figures representing garments from the archives
A feedback sheet will give attendees the chance to subscribe to the service and let Higher Studio know how successful the event was at changing their perception of rental and sustainable fashion
HIGHER STUDIO
Attendees will be given a short booklet detailing the different rooms with quotes and facts about the brand and the sustainable benefits Attendees will be encouraged to post photographs from the immersive space
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1. THE FILM
OVERVIEW
THE FILM
HIGHER STUDIO
The film aims to showcase six of the archive pieces from Higher Studio as unique experiences, with both the motion graphics and the dancer emerging and dissapearing again to mirror the brand’s concept of a circular and sharing economy. The title slides reiterate the service as a new kind of sustainability, shifting away from the renowned ‘reduce, reuse, recycle’ and replacing these instead with words such as ‘re-imagine’ and ‘rebirth,’ emphasising the brand’s experimental and creative side.
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PLACEMENT The film will feature on the main page of Higher Studio’s website. It will expand to full screen as soon as you enter the site to encourage users to watch the film. However, there will be a small ‘x’ that will appear once the film is full screen so that viewers who have already seen the film can exit back to the site.
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3. HIGHER STUDIO
THE FILM
1.
see USB 001 - Outcomes - Website Walkthrough
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MOTION GRAPHICS PLACEMENT The motion graphics, from the film, will act as sensory buttons for the garments on the browse page of the site. They will offer more of an experiential feel to the garment that the otherwise virtual wardrobe cannot convey through the existing still imagery.
THE FILM
HIGHER STUDIO
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HIGHER STUDIO
THE FILM
SOCIAL MEDIA
The film can be separated into 12 social media edits, 6 performance videos and 6 animated videos creating a grid, which portrays the contrast between the garments clearly on Higher Studios Instagram page.
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BILLBOARD PROMOTION As the film was shot in 4K, stills can be taken from this and blown up to billboard size to promote the film and Higher Studio subscription.
THE FILM
HIGHER STUDIO
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2. THE SPACE
OVERVIEW The event will take place within a curated apartment in London. It will feature 6 different rooms, each one inspired by a specific archive piece from Higher Studio. They will be explored through video, motion graphics and set design with the intention of conveying these secondhand pieces as new and contemporary experiences.
The event will launch on the 14th of September, during London Fashion Week, with an event night inviting a range of sustainable influencers and industry specialists in order to raise awareness of the service and this new way of viewing sustainable fashion. By positioning the event during LFW, it takes a subtle activist slant in boycotting the production of seasonal pieces.
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HIGHER STUDIO
T H E S PAC E
By showcasing these in the apartment they are currently stored, the brand will be highlighted as transparent and authentic, giving visitors a real insight into their values in an intimate and experiential way.
ADMIN HEALTH AND SAFETY
BUDGET
- Ensure all cables and electricals connecting the projectors and speakers are taped down securely to avoid any trip hazards
- Hire of the space: N/A (Owned by Sara Arnold)
STAFFING Arnold, Wiltshire and a selection of volunteers will be briefed on the apartment concept and will be available throughout the event to give attendees more information about the service.
- Hire of projectors (6): £2,100 @ AV Hire - When setting up the space, staff should take care with heavy lifting - All food should be labelled with allergen information
- Hire of speakers: £3,150 @ AV Hire - Set design: Studio Bark (fee TBC) Sara Arnold, founder
T H E S PAC E
- Emergency exits should be marked clearly - Ensure that not too many people are attending at one time to avoid accidents and allow people to explore the space comfortably. This should be limited to 120 people at one time - There should be appropriate accommodated access for those less able - Make sure there is at least one member of staff with basic first aid training, in particular to be readily available for the launch event
- DPD’s carbon-neutral delivery service (100): TBC - Catering (for 120 people): £1,075 - Information booklet printing (1,000): Cocoon Recycled Paper - Aldgate Press (fee TBC) Hannah Wiltshire, co-founder
Flores will also be invited to assist in the bathroom to provide attendees with more information about the biodegradable latex garments and the process behind them as well as the social and sustainable benefits of renting them through Higher Studio.
- Feedback sheet printing (1,000): Cocoon Recycled Paper - Aldgate Press (fee TBC) - Members of staff (10): Voluntary
- Recycling bins should be obviously displayed for attendees to dispose of any rubbish safely
- Fee for event speakers: Up to £4,000 Anna Gloria Flores, Creative Director of HYDRA
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HIGHER STUDIO
- Invitation 3D printing (100): TBC
This will help to build the Higher Studio community and educate potential subscribers in the benefits of the sharing econmoy.
LOCATION DOWNSTAIRS: The event will take place in Sara Arnold’s apartment in Hoxton where she keeps the archives in her studio.
STAIRCASE
Arnold rents out a bedroom in her flat on Airbnb and already has a good relationship with the company.
LOUNGE
ENTRANCE
Having it here gives new and existing subscribers an intimate and authentic insight into the service and its values.
KITCHEN
HIGHER STUDIO
T H E S PAC E
TERRACE
UPSTAIRS:
BEDROOM
BATHROOM
LANDING
LAUNDRY ROOM
sourced from Airbnb
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STUDIO
Moving image will be projected within the space like so:
HIGHER STUDIO
T H E S PAC E
PROJECTIONS
see USB 001 - Outcomes - Space Walkthrough
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01: re-purpose
animated video:
the space:
performance video:
room components:
see USB 001 - Content - Space - Room 1
- projector - food and drink - pink set design
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HIGHER STUDIO
T H E S PAC E
featured garment:
The first room is set in the apartment’s kitchen with the moving image projected on to the wall. It will also be where the food and drink will be served from at the launch event and series of Airbnb Experiences. Bubbly sound design creates an exciting and upbeat atmosphere emphasising the vibrating movement of the garment.
02: re-generate
the space:
animated video:
performance video:
room components: see USB 001 - Content - Space - Room 2 - two-tone pink curtains - pink sofa, chairs and tables
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HIGHER STUDIO
T H E S PAC E
featured garment:
The second room will be set in the lounge of the apartment and the moving image will be projected on to the curtains. As much as possible, the room will be themed with the two-tonal quality of the cloud top.
03: re-imagine
the space:
animated video:
performance video:
room components: see USB 001 - Content - Space - Room 3
- white bed, dressing table and chair
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HIGHER STUDIO
T H E S PAC E
featured garment:
The attendees will then climb the stairs to the upstairs, where they will find the third room, the bedroom. The moving image will be projected on to the duvet or mattress from above. Sound design of soft duvet pressing and visuals blending with the mattress aim to comfort the viewer and give a sense of the garment’s cushioned and silky qualities.
04: re-emerge
The fourth room will be the laundry room in which sheets of pleated fabric will be suspended for the moving image to be projected on to. The surround sound will immerse the viewer in a sense of elegance and fluidity.
the space:
animated video:
performance video:
room components: see USB 001 - Content - Space - Room 4
- pleated fabric set design - washing machine and tumble dryer
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HIGHER STUDIO
T H E S PAC E
featured garment:
05: re-define
the space:
animated video:
performance video:
room components: see USB 001 - Content - Space - Room 5 - black carpet and walls
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HIGHER STUDIO
T H E S PAC E
featured garment:
The fifth room will be the corridor/landing upstairs and utilise a large black wall to project the moving image on to and create a dramatic effect. Spanning from floor to ceiling, alongside the bass-heavy surround sound, this aims to encapsulate the viewer in a darker feeling, powerful and moody.
06: re-birth
The sixth room is the bathroom. The latex piece suits this room especially due to its slippery and translucent qualities. The moving images will be projected on to the shower curtain and with trickly and liquid-based sound design, this room aims to make the viewer feel slightly uncomfortable, but in a way that intrigues them.
the space:
animated video:
performance video:
room components: see USB 001 - Content - Space - Room 6 - green shower curtain - green liquid latex in the bath
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HIGHER STUDIO
T H E S PAC E
featured garment:
07: the studio
The final room will be Higher Studio’s studio, which contains the archives.This room’s purpose is to finish the tour of the apartment with an intimate insight into the full collection and give potential and existing subscribers the chance to see the items up close as they do not have this chance via the website.
the space: room components: - 4 clothes rails T H E S PAC E
- computer and books set up - colourful floor rug
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HIGHER STUDIO
- shelving
VIEWING OPTIONS:
To view a space walkthrough of the apartment, you can either scan the VR or AR codes below to be immersed into the 3D rendered space.
AUGMENTED REALITY:
HIGHER STUDIO
T H E S PAC E
VIRTUAL REALITY:
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COLLABORATORS+SPONSORS
The organisation now pioneers a sustainable future for fashion, both environmentally and ethically.
Fashion Open Studio is run by Fashion Revolution, started by Orsola de Castro in 2017. It encourages transparency amongst brands by providing them a platform to put on events in their studios and inviting the public to attend and see up close the process behind the finished garments.
To collaborate with Fashion Revolution would give the popup event good advertisement and complement their work trying to promote the circular and sharing economies as positive alternatives to the current societal consumption conventions
By collaborating with Fashion Open Studio, Higher Studio could play on their name “Studio� and showcase the service as a viable alternative to a production studio by representing an authentic and transparent service that goes one step further by avoiding waste and the use of finite resources.
sourced from Fashion Revolution
sourced from 10 Magazine
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HIGHER STUDIO
T H E S PAC E
Fashion Revolution was founded in 2014 in response to the Rana Plaza disaster, in which garment factory workers were tragically killed in a factory collapse.
Studio Bark is a architecture company based in East London and have won many awards for their sustainable ethos. One of their most recent projects has included the small house initiative, whereby they are able to create selfcontained homes to live by a minimalist lifestyle.
For this event, it is crucial that Higher Studio collaborates with Airbnb and their Airbnb Experience feature to advertise and assist the purchase of tickets for the series of talks.
Collaborating with Studio Bark would ensure that all set design and interior adjustments were done at a sustainable level, avoiding as much waste as possible.
This comes after brands, such as Christopher Raeburn, have used Airbnb Experience to invite guests to intimate tours and workshops at his studio, once again enhancing the community feel amongst consumers and promoting the brand’s authentic and transparent values.
sourced from Airbnb
sourced from Studio Bark site
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HIGHER STUDIO
T H E S PAC E
Playing a massive part in the rise of the sharing economy, especially amongst Millennials, Airbnb offers a rental service for homes across the world.
3. THE PUBLIC EVENT
EXPERIENCE BREAKDOWN
Enter the space and are welcomed by Sara Arnold and Hannah Wiltshire, co-founders of Higher Studio. (5
minutes) Taken on a guided tour around the space where attendees can watch the projections and learn more
Offered hot and cold drinks and snacks and asked if
HIGHER STUDIO
THE PUBLIC EVENT
about the service. (20 minutes)
there are any questions. (10 minutes)
Those who have signed up will then be: Seated in the lounge area to await the speakers. (5
minutes) Talk, poetry reading, panel disucssion or performance, depending on the participants’ chosen event. (30
minutes) Any last questions. (10 minutes) Participants are asked to fill in a feedback sheet and offered the chance to sign up to the service. (10
minutes)
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SERIES OF AIRBNB EXPERIENCES
HIGHER STUDIO
THE PUBLIC EVENT
In order to educate the event attendees further on the benefits of the sharing economy and the exciting time for sustainable fashion which we are witnessing, Higher Studio will host a series of Airbnb Experiences.
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INFORMATION BOOKLET
On entering the space, attendees will be given a short booklet detailing the different rooms and a brief introduction to Higher Studio. They can then take this away with them as a souvenir of the space. THE PUBLIC EVENT
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HIGHER STUDIO
It also includes corresponding quotes to the title of the room.
FEEDBACK SHEET
HIGHER STUDIO
THE PUBLIC EVENT
Attendees will be asked to fill in a short feedback sheet at the end of the experience in order to give them the chance to subscribe to the service if they do not already and also give some feedback on how effective the space is at changing their perception of sustainable fashion.
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SOCIAL MEDIA PROMOTION
Higher Studio will feature a series of still and moving images from the space on their Instagram page to promote the series of events and the space itself. Attendees of the space will be encouraged to also post images and videos of their experience with using the hashtags:
#ANewSustainbility #FeelSomethingNew
These mock ups represent the composition and editing of the posters for the event. These would be taken, one from each room and posted on social media.
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HIGHER STUDIO
THE PUBLIC EVENT
#HigherStudioApartment
4. THE LAUNCH EVENT
EVENT BREAKDOWN Enter the space and are welcomed by Sara Arnold and Hannah Wiltshire, co-founders of Higher Studio. (5
minutes) Offered drinks and snacks (15 minutes)
Everyone is free to walk around the apartment and view
Attendees are asked to be seated in the lounge area for an introductory talk from Sara Arnold (20 minutes)
sourced from Ethos Foods
A screening of the film is played (5 minutes)
Orsola de Castro, founder of Fashion Revolution, will give a short talk about the concept of rental fashion as a sustainable alternative to society’s current consumption habits (20 minutes) Attendees can then ask questions (10 minutes)
Drinks and snacks are offered again and attendees are encouraged to continue exploring the space (30
minutes)
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HIGHER STUDIO
THE LAUNCH EVENT
the different rooms (30 minutes)
GUESTLIST
For the launch event, the guestlist will be compiled of influencers and industry experts, particularly in the fields of fashion, art or sustainability, if not all of these. This page demonstrates examples and suggestions of who this may include.
FARAH @ THE SOUL SPOON 19.8K FOLLOWERS
ELIZABETH FARRELL @ GLACIER GIRL 9.1K FOLLOWERS
ADAM POPLI VISUAL ARTIST @ THE EARTH ISSUE 3K FOLLOWERS
ELLA GRACE DENTON AND JEMMA FINCH @ STORIES BEHIND THINGS 14.4K FOLLOWERS
BRE GRAHAM FREELANCE WRITER 1K FOLLOWERS
MARTINE JARLGAARD FASHION DESIGNER + SUSTAINABILITY ACTIVIST 2.6K FOLLOWERS
GEORGIE BEE HIGHER STUDIO MODEL, SHOE DESIGNER + DRAG QUEEN 5.1K FOLLOWERS
ALICE CASELY-HAYFORD BRITISH VOGUE DIGITAL EDITOR 6.8K FOLLOWERS
WILSON ORYEMA WRITER OF BOOK ON CONSUMERISM “WAIT” 4.5K FOLLOWERS
DILYS WILLIAMS DIRECTOR + PROFESSOR OF CENTRE FOR SUSTAINABLE FASHION
KATE FLETCHER FOUNDER OF THE TERM ‘SLOW FASHION’
MARIE CLARE-DAVEU HEAD OF SUSTAINABILITY @ KERING
ORSOLA DE CASTRO FOUNDER OF FASHION REVOLUTION 7.4K FOLLOWERS
HIGHER STUDIO
THE LAUNCH EVENT
ASHLEY WILLIAMS FASHION DESIGNER 67.1K FOLLOWERS
LUCY SIEGLE WRITER FOR THE GUARDIAN 3.3K FOLLOWERS
GEORGINA WILSON-POWELL FOUNDER OF PEBBLE MAGAZINE 1.2K FOLLOWERS
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JENNY CAMPBELL CHARLOTTE KRAFTMAN SENIOR DESIGNER AT ECO AGE VEGAN MAKE UP ARTIST ECO-AGE 1.1K FOLLOWERS REPRESENTATIVE 73.2K FOLLOWERS
INVITATIONS
The invitations for the launch event will be 3D printed renditions of the six featured garments in the space. Each of the 3D printed invitations, printed using recycled plastic filament, will feature all of the information of the event. These aim to be something special and exclusive that the invitees can keep, photograph, share on social media and treasure after the event as a momento. They will arrive in small boxes made of recycled paper and be delivered using DPD’s carbon-neutral delivery service.
HIGHER STUDIO
THE LAUNCH EVENT
The event will take place on Friday the 14th of September 2018 at the start of London Fashion Week. This appropriates the fashion week parties and encourages people to turn away from the seasonal trends and promote timeless pieces.
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All food and drink will be as sustainable as possible. Metal or paper straws will be provided for cocktails and food will be vegan. It will all fit in with the theme of the 6 rooms in terms of colour, shape and display.
sourced from @foodjess
sourced from @foodjess
sourced from Ethos Foods
sourced from @ecolabo
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HIGHER STUDIO
THE LAUNCH EVENT
CATERING