CONCEPT & DESIGN by Anna Bulycheva, Nicole Schรถn, Nour Saliba & Francesa Torrini
TARGET MARKET
USER PSYCHODEMOGRAPHICS
INTERESTS
Men: 50% Women: 50% Race: any Age: 20-40 Marital status: any Income: medium-high Education: advanced Occupation: studentworking
Art (drawing, painting) History (art, archi., religion) Traveling Culture Reading (articles, journals) Films (indie, foreign) Writing Photography Music
OCCUPATION Masters students Designers Writers Professors Artists Photographers Consultants
SHARED PSYCHOLOGICAL TRAITS Trendy Fashion conscious / stylish Intellectual Social / connected Curious / exploring Organized Liberal Active
OWNS
WHERE IT WILL BE USED
Smartphone iPod Laptop Digital camera Film camera Books Kindle Music records
School / class Traveling / vacation Road trip Museum / gallery Work / presentation Outdoors (park, vineyard) Lounge bar / cocktail Concert / festival (live music)
WHAT NEED WILL IT FULFILL Comfort Utility Function Fashion statement Express personal style Guaranteed quality and origin Made in Italy
GLOBAL MARKET USA (New York, Los Angeles, San Francisco, Miami) UK (London, Cardif) Spain (Barcelona, Madrid) France (Paris, Côte d’Azur) Germany (Berlin) Netherlands (Amsterdam) Lebanon (Beirut) UAE (Dubai) Brazil (Sao Paulo, Rio) South Africa (Johannesburg)
AD CAMPAIGN
MOODBOARD
PAYOFF
You heard us right -
Blessed with the Best. This slogan is a way of shedding the light on the unique selling proposition of the Quattrocento brand. Not only is it handmade and especially made in Italy with the finest materials, but it’s design is clean, innovative and stylish at the same time. Not to mention its uber sexy price! When people tell you that you can’t have it all, don’t believe them.
ADVERTISING CAMPAIGN
MAGAZINE
POSTER
INTERIOR DECORATION
TRIPTYCH FRONT PROJECTION
SIDE PROJECTION
30 cm
A triptych is a work of art that is
60 cm
30 cm
16 cm
divided into three carved panels that are hinged together and can be folded shut or displayed open. Triptych forms also allow ease of transport. Combining efficient pieces of
11 cm
18 cm
11 cm
100 cm
triptych in question will be a mirror in
100 cm
the past with its perfect display, the the middle with shelves for displaying the glasses. Stuck to the mirror, an aureole
sticker
surrounds
the
1 cm 18 cm
1 cm 18 cm
18 cm
customer’s face for more of a Renais7 cm
7 cm
1 cm
7 cm
1 cm
7 cm
1 cm
7 cm
1 cm
7 cm
1 cm
1 cm
7 cm
STICKER
1 cm
7 cm
sance holy effect.
1 cm
1 cm
1 cm
TRIPTYCH VISUALISATION Also because the customer is always right. The two other inner panels are also mirrors, allowing the client to view other angles while trying the products on. When the triptych’s folded shut, an image of divided Adam and Eve without apples but with 4Q glasses convey a clear message of the search for knowledge and passion.
SCULPTURES
Another type of the glasses’ display will be Renaissance statue busts with a pop-art graphic overlay. Pop patterns will revive the statues and it will be a fun way of grabbing attention.
INTERIOR Quattrocento eyewear will be displayed in concept stores/bookshops following the soul of the brand: Pop-Renaissance. The shades will be worn by the new pop sculptures that will remind the connection between the brand and Art. They will be placed also in the special triptych, where
costumers
will
have
the
chance to try them on and be Blessed by the Best!
LIGHTING
SOCIAL MEDIA
HUMOUR
SHARING
A humorous approach has been chosen for social media, making it easier for people to spread the word, and laughter. Taking advantage of this “meme� takeover of the internet, 4Q is choosing to use funny Renaissance memes linked to their glasses.
HASHTAGS
TAKEMEBACKTORENAISSANCE
FOUREYEDFASHIONISTA
POPRENAISSANCE
THROWBACKTHURSDAY
BLESSEDWITHTHEBEST
TBT4C
ICONSCHOICE
BLASTFROMTHEPAST
400SHADESOFSHADES
FABULOUSSINCE4EVER
QUATTRO_OCCHI
DAVINCISMART
WEB INTERACTION
The Vitruvian Man, presented by Leonardo Da Vinci, formed the basis of Renaissance proportion theories in art and architecture. The illustration demonstrates the blend of art and science during the Renaissance, bringing together ideas about art, architecture, human anatomy and symmetry in one distinct and commanding image. In the same way, Quattrocento eyewear represents the perfect marriage between Italian style and exceptional design construction. The parallel between this powerful symbol from the Italian Renaissance and the product is an example of how they can effectively use their communication tools to solidify and strengthen their brand identity and value. The architect believed that the proportions and measurements of the human body, which were divinely created, were perfect and correct. Likewise, the illustration is representative of the same theory and our slogan, ‘Blessed by the Best’ supports this claim.
VIRAL VIDEO
The video we’ve provided is inspiration for a video Quattrocentos could create, employing a similar strategy in creating a viral video capable of being spread and shared by thousands
of
users
across
multi-
platforms, wherefore exposing and reinforcing the Quattrocentos brand and identity. The video is clearly a satirical comment on the classically inspired renaissance paintings. The strategic editing provides a modern twist and makes the content and themes relevant to today’s audience and consumers by communicating Quattrocentos key themes in a contemporary way.
PRODUCT PLACEMENT
SHARING
Quattrocento eyewear will be sold through different point of sales, all connected with the world of arts and culture. Costumers will find our products in specific bookstores of the most relevant museums.
MUSEUMS
BOOKSHOPS
Palazzo Strozzi (Florence) Maxii (Rome) Centre Pompidou and Palais de Tokyo (Paris) Museo de Reina Sophia (Madrid) Tate Modern (London)
Feltrinelli, IBS (Italy) GiufĂ (Rome) Artazart (Paris) Bilband (Berlin)
CONCEPT STORES AND LITTLE MULTI BRANDS SHOP: 10 Corso Como (Milan) Flow Store and Bottega Quattro (Florence) 7-5 (Paris) Parkhaus (Berlin)