LOGO
BLACK LONG HAIR FUR TEXTURE
PINK
GANGSTA LASER CUT MIRRORED ACRYLIC
PLAY ME
Figure 1: “Yeti” Baby Pink Front (2016) [online image] At: http://www.pcpclothing.com/shop/yetibabypink/
LIST OF ILLUSTRATIONS
Figure 2: “Yeti” Baby Pink Back (2016) [online image] At: http://www.pcpclothing.com/shop/yetibabypink/ Figure 3: PCP Logo (2015) [online image] At: http://www.pcpclothing.com
Figure 4: Laser Cut Mirrored Acrylic (2016) [online image] At: https://onlinelasercutting.com.au/materials/mirroredacrylic/ Figure 5: Black Long Hair Fur Texture (2012) [online image] At: http://www.photospublicdomain.com/2012/02/13/longhairedblackcatfurtexture/ Figure 6: Holographic Texture [online image] At: https://gr.pinterest.com/pin/45880489934345974/ Figure 7: Swan Song:sounds and light from the edge of failure (2014) [usergenerated content online] At: https://www.youtube.com/watch?v=4Jz0YqSomA
EFMC7003: Creative Thinking 16/17
Abstract My project for the creative thinking is going to be a window display story, as I believe that is one of the most powerful tools to stand out from competitors and stay in peoples’ minds. The target of the project is to create brand awareness for a new clothing line of the brand PCP, which is a Greek based brand. The story behind the window display is “Pink Gangsta” which combines two different meanings, two different values and that’s my whole point with that display to put together contrast thoughts.
Rationale The product is a bio faux fur coat in baby pink color. PCP now has launched a new clothing line “THE BLACK LABEL SERIES” and my product is one of the main pieces of it. As far as I know PCPs’ problem is not getting the required attention for this new line and that’s why I decided to create a new story behind it in compare with brands’ unique personality, displaying it in a window. The main product will be hanging from the ceiling in the center of the window with transparent plastic rope. First we have the logo. I created “pink gangsta” because, as I said before, it combines two different meanings. Pink reminds you of a Barbie doll or generally something cute and girly, gangsta on the other hand reminds you of a badass boy who is the leader of his crew, leaving in an underground way. Girl Power is a big consumer behavior trend now and it will be for many years and that is the message I want to connect through the logo. Letters will be made by laser cut mirrored acrylic material, which reflects the light. The word “pink” will be made by silver mirror and the word “gangsta” by pink, playing with the consumers’ mind, as they expect the word “pink” to be pink, creating a flow in peoples’ eyes. The “X” will be made by black long hair faux fur the same material with the main product. The logo will be hanging from the ceiling behind the fur with transparent plastic rope. Then we have the window itself, an empty room and we have to make this empty room speak. I picked the holographic sheet in silver because not only has the abilty to reflect lights and create colors but it’s a huge trend right now in clothes and accessories, which catch the attention of the consumer and also it’s a packaging forecast for S/S 2018 and I thought the window as a package for the product. The detail is that the sheets will be extremely creased creating a 3D feeling and the entire window will be covered by it.
Last but not least it’s the lightning. Hidden behind the holographic sheets, soft flickering white lights will be positioned. The flickering effect will create a feeling of being in a dark alley, in a bad neighborhood, or something bad its going to happen, so we’re playing again with consumers’ mind and psychology. But on the other hand the reflection in the holographic sheets will make them changing colors and as a result we have a unique atmosphere dark and colorful in the same time. The reason I chose the flickering lights its because I want to create an image in peoples’ head in which a girl who is wearing the baby pink fur coat is in a “thriller” scene. Consumers don’t need a face; they are only need a stimulus, because in that way they can position themselves into the window. Furthermore the hanging product will have a steady white spotlight from above and the logo will have steady white spotlights too in both corners. So automatically we are creating a contrast between the flickering background and main characteristics of the window. In conclusion the reflections of the main product on mirror letters and the holographic sheets and also the changing colors that the lights will create, they will give to the product a voice to tell its story. The message is that a girl who is wearing the baby pink fur coat has the power to survive even in a “dark” place. When she is wearing her fur coat has the confidence to walk even in the "darkest" streets. She is her own boss, independent and free.
Budget PRODUCT
PRICE
Flickering White Lights
£ 15 / 100 pieces
White Light Spots
£ 30 / 3 pieces
Black Long Hair Faux Fur Texture “ X “ 45cm
£ 44 / letter & texture (1m)
Lase Cut Mirrored Acrylic Letters 40cm each
£ 600 / 11 letters
Holographic Sheets Depends on the size of the window
£ 13 / 24inch
Installation
Needs Incorporate
TOTAL
£ 702
ELEFTHERIA DRIVA MA FASHION MARKETING & COMMUNICATION
BIBLIOGRAPHY
Morgan, T. (2010) Window display: New visual merchandising. London: Laurence King Publishing.
WGSN. (2016a) Packaging Forecast S/S 18: Youth Tonic. At: http://www.wgsn.com.ucreative.idm.oclc.org/content/board_viewe r/#/68253/page/1 (Accessed on 11 November 2016)
WGSN. (2016b) Tumblr Feminism: The Young Female Art Movement. At: http://www.wgsn.com.ucreative.idm.oclc.org/content/board_viewer/#/6 6490/page/1 (Accessed on 11 November 2016)