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Personal Appraisal
Jessica Price McEwan | FAS4035
TABLE OF CONTENTS 05
07
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Key Driver
Consumer Tribe
Strategy Concept
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09 Creative Direction
Contents Page
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In-store Visualisations
Product Features
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Individual Video
Appendix
References
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Jessica Price McEwan | FAS4035
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> Concept Film
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Jessica Price McEwan | FAS4035
MODULE EVALUATION:
During this module, there have been both challenges and successes. Firstly, working in a group at times has proven to be difficult as everyone has different ways of working or approaching deadlines. At the beginning, it was hard to get my ideas and contributions across to the rest of the group, but as the module progressed I began to take on a leadership role. From this, I constructed the script used in the group presentation as it was felt by the rest of the group that I was able to articulate well, the story we wanted to convey. Also, I put together the report, along with the interactive elements and it’s wording. In summary I have found this module challenging as I’ve had to rely on others, which is something that is out of my comfort zone but I now feel that it has aided my own personal ability to work alongside others in a group.
> Module Evaluation
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Jessica Price McEwan | FAS4035
KEY DRIVER: BIOPHILIA
bio . philia
[bio-phil-ia] (n.) an innate and genetically determined affinity of human beings with the natural world. (E.O. Wilson, 1984)
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Personal Contributions: Research | Development | Art Direction | Production
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Jessica Price McEwan | FAS4035
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KEY DRIVER: IMPACTS, CONSEQUENCES & FUTURE PROOFING 47% of global office workers have no access to natural light within their workspace (greenplantsforgreenbuiling, 2019).
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1c
1f
Globally, consumers are moving away from rural areas to towns and cities. The UN predicts that by 2030, 60% of the worlds population will live in urban environments (Human Spaces, 2019).
1e
Exam scores increased by 25% in classrooms that were well ventilated and let in natural daylight (A. Sturgeon, TedMed, 2019).
1d Personal Contributions: Research | Development | Art Direction | Production
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Jessica Price McEwan | FAS4035
CONSUMER TRIBE: The Indigenous Biophilics
The Living Planet Report 2018 suggests that only 25 percent of the planet’s land is free from human impact.
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> 2c 2b
2a Personal Contributions: Research | Development | Art Direction | Production
The Indigenous Biophilics are a tribe of millennials aged between 27-37 years old, who place the natural world at the forefront of their lives. 7
2d
Jessica Price McEwan | FAS4035
CREATIVE CONCEPT:
2e
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> 2f
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Jessica Price McEwan | FAS4035
CREATIVE DIRECTION: WINDOW DISPLAY
> Visual identity of the Selfridges strategy > Tomas Saraceno’s ‘Biospheres’ installation > Eco-system works like a floating garden > Grows over time > Nature accessible in places it previously had not
>
This was used in the group strategy as it encompasses the overall concept for our project.
3a Personal Contributions: Research | Development | Art Direction | Production
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CREATIVE DIRECTION: INSTALLATIONS
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> 3d
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> Immersive installation > Digital representations of nature > Sounds of forestry, rainforest music
3f
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3g
This was used in the final concept, as the group felt strongly that it related to our overarching strategy.
Jessica Price McEwan | FAS4035
CREATIVE DIRECTION: INSTALLATIONS
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> 3h
3j
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> In-store living ecosystems > Vaughn Bell’s ‘One Big House’ > Experience for consumers > Sensory > Multiple head openings 3i Personal Contributions: Research | Development | Art Direction | Production
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Jessica Price McEwan | FAS4035
CREATIVE DIRECTION: INSTALLATIONS
> MOONSCAPES > Lunar landscapes > Powder-coated floors > A colder set temperature with a slight breeze to create a sensory experience > Low lighting, fairly dim
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4b
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4d Jessica Price McEwan | FAS4035
CREATIVE DIRECTION: FIXTURES
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> Recycled concrete and living plants > Jamie North’s ‘Terraforms’ create powerful metaphor of nature breaking through man-made materials > Powerful message relating to creative concept
Jessica Price McEwan | FAS4035
CREATIVE DIRECTION: FIXTURES
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6b
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6c 6d Personal Contributions: Research | Development | Art Direction | Production
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Jessica Price McEwan | FAS4035
IN-STORE VISUALISATIONS:
3: Your 30 second Film
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> 7b
7a Personal Video ClipContributions: Research | Development | Art Direction | Production
> Outdoor spaces for the pods > Private/singular use as well as circular group pods > Creates a STILL with Selfridges community around the cities 15
7c Jessica Price McEwan | FAS4035
PRODUCT FEATURES:
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> 8b
> Featured products such as books > Stories of nature adds educational value > Encourages consumers to build their own Gaia spot at home
8c
8a Personal Contributions: Research | Development | Art Direction | Production
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Jessica Price McEwan | FAS4035
3: Your 30 second Film
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> Concept Film Video Clip
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Jessica Price McEwan | FAS4035
APPENDIX OF FURTHER RESEARCH:
Figure 10
Figure 9
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> Personal Contributions: Research | Development | Art Direction | Production
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APPENDIX OF FURTHER RESEARCH:
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APPENDIX OF FURTHER RESEARCH:
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APPENDIX OF FURTHER RESEARCH:
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APPENDIX OF FURTHER RESEARCH:
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APPENDIX OF FURTHER RESEARCH:
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APPENDIX OF FURTHER RESEARCH:
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Jessica Price McEwan | FAS4035
APPENDIX OF FURTHER RESEARCH:
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> CLICK HERE TO SEE THE VIDEO
Personal Contributions: Research | Development | Art Direction | Production
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APPENDIX OF FURTHER RESEARCH:
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APPENDIX OF FURTHER RESEARCH:
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APPENDIX OF FURTHER RESEARCH:
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APPENDIX OF FURTHER RESEARCH:
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APPENDIX OF FURTHER RESEARCH:
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“REAL IS NO LONGER REAL ENOUGH.”
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> Created advert for phone company ‘Orange’ in 2010 > Video editorials found the footage to look unnatural > Hardstaff could not understand this as he filmed the movements in the footage organically > Editors then used software to make the footage seem more real > From this, he wrote an article outlining his concerns called “The Impossibly Real: Green Belting
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Jessica Price McEwan | FAS4035
APPENDIX OF FURTHER RESEARCH: The Weather Project in the Tate Modern, 2003
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> > Eliasson created this installation in Tate Modern which stimulated a sense of experience for visitors > Formed a complete circle in an endless environment > Turned out to be reflections created by mirror foil that ran the entire length of the ceiling & supported by aluminium frames > Installation was completely artificial 27a, b, c
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Jessica Price McEwan | FAS4035
APPENDIX OF FURTHER RESEARCH:
KWANGHO LEE X WANG & SODERSTROM
> “Tides” at Milan Design Week 2019
Personal Contributions: Research | Development | Art Direction | Production
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> Explores the relationship between the Earth, Sun and the Moon > Designed to be a concept space > Has been crafted to look ethereal and hints at an underwater landscape > Symbolises themes of fluidity, escapism, and spirituality > Installation focuses on design experience for audience
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Jessica Price McEwan | FAS4035
APPENDIX OF FURTHER RESEARCH:
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Jessica Price McEwan | FAS4035
APPENDIX OF FURTHER RESEARCH: “Which of the following are most important to you when shopping in a department store?” In-store product displays
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Exclusive products
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Frequently updated brands
31 24
Areas to test new products 21
Product demonstrations
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33a, b
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Consistent services (eg opticians)
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Frequently updated services (eg restaurants)
In-store events (eg workshops, fitness
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Family entertainment
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classes)
None of these
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Figure 34: Data taken from Lightspeed/Mintel Base: *1,274 internet users aged 16+ who have shopped in a department store in the last 12 months
Personal Contributions: Research | Development | Art Direction | Production
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Jessica Price McEwan | FAS4035
APPENDIX OF FURTHER RESEARCH:
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APPENDIX OF FURTHER RESEARCH:
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APPENDIX OF FURTHER RESEARCH:
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APPENDIX OF FURTHER RESEARCH:
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APPENDIX OF FURTHER RESEARCH:
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APPENDIX OF FURTHER RESEARCH:
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APPENDIX OF FURTHER RESEARCH:
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37e Jessica Price McEwan | FAS4035
APPENDIX OF FURTHER RESEARCH:
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APPENDIX OF FURTHER RESEARCH: 39a
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40d Jessica Price McEwan | FAS4035
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Jessica Price McEwan | FAS4035
REFERENCES:
Figure 1a - Instagram. (2019). Garden on the Wall on Instagram: “Sneak preview of The Art of Preserved Nature® installed at the new PwC office in New York City 🌿 We love being a part of your day 🍃…”. [online] Available at: https://www.instagram. com/p/BaKZx9rhg74/?taken-by=gardenonthewallllc [Accessed 15 May 2019]. B - Beautifulbizarre-net.exactdn.com. (2019). [online] Available at: https://beautifulbizarre-net.exactdn.com/ wp-content/uploads/2019/04/Johnson-Tsang_GaiaReborn.jpg?strip=all&ssl=1 [Accessed 10 May 2019]. C - Designcurial.com. (2019). Focus: Biophilia - DesignCurial. [online] Available at: http://www. designcurial.com/news/focus-biophilia-6094727 [Accessed 5 May 2019]. D - BreakPR. (2019). 25 Gorgeous Outdoor Living Wall Ideas for Inspiration — BreakPR. [online] Available at: https://breakpr.com/top/25-gorgeousoutdoor-living-wall-ideas-for-inspiration/ [Accessed 26 May 2019].
change the climate? | Yatzer. [online] Available at: https://www.yatzer.com/RETHINK-Can-art-change-theclimate [Accessed 26 May 2019].
8 May 2019].
Figure 2a - Junk-culture.com. (2019). Designer Creates Natural Fake Eyelashes Using Foliage Found C - I.pinimg.com. (2019). [online] Available in a Local Forest | Junkculture. [online] Available at: http://www.junk-culture.com/2015/07/designer-creates- at: https://i.pinimg.com/originals/a2/68/b9/ natural-fake-eyelashes.html [Accessed 13 May 2019]. a268b9e811f357e129e5cc46dcceeb11.jpg [Accessed 26 May 2019]. B - Véronique Pêcheux. (2019). Véronique Pêcheux D - Davidcool.com. (2019). news | :: david cool :: artist | photographe. [online] Available at: http://www. + technologist. [online] Available at: https://davidcool. veroniquepecheux.com [Accessed 15 May 2019]. com/category/news/ [Accessed 6 May 2019]. E - Behance.net. (2019). Behance. [online] Available C - Gah, L. (2019). blog. [online] Lisa Says Gah. Available at: https://lisasaysgah.com/blogs/blog?utm_ at: https://www.behance.net/gallery/36826995/ Biomuseo-Panama [Accessed 15 May 2019]. medium=Social&utm_source=Pinterest [Accessed 9 F & G - Frame Publishers. (2019). Jeroen Kooijmans’ May 2019]. immersive installation addresses fanaticism, mania and war. [online] Available at: https://www.frameweb. D - Casildasecasa.vogue.es. (2019). La delicadeza com/news/jeroen-kooijmans-immersive-installation| Casilda se casa. [online] Available at: https:// addresses-fanaticism-mania-and-war [Accessed 6 casildasecasa.vogue.es/2016/02/10/lenceria-novia/ May 2019]. [Accessed 15 May 2019].
H, I, J, K, L - VAUGHN BELL. (2019). One Big House. E - Full Dose. (2019). Beautiful and Innovative E - Dornob.com. (2019). Willow House: Singapore Sculpture - Love the Idea | Full Dose. [online] Available [online] Available at: https://www.vaughnbell.net/oneOasis Brings the Outdoors In. [online] Available at: big-house.html [Accessed 26 May 2019]. at: http://www.fulldose.net/beautiful-and-innovativehttps://dornob.com/willow-house-singapore-oasissculpture-love-the-idea/ [Accessed 19 May 2019]. brings-the-outdoors-in/ [Accessed 12 May 2019]. Figure 4a - Singer, J. (2019). Josef Albers Meets Yayoi Kusama in a Series of Infinity Mirror Installations By F - Foodnetwork.com. (2019). Notification. [online] F - Frame Publishers. (2019). Oliver Heath uses Sarah Meyohas - Sight Unseen. [online] Sight Unseen. Available at: https://www.foodnetwork.com/notbiophilic design to improve workspaces. [online] Available at: https://www.sightunseen.com/2018/10/ available.html [Accessed 26 May 2019]. Available at: https://www.frameweb.com/news/naturesarah-meyohas-emerging-female-artists-infiniteknows-best-oliver-heath-on-biophilic-design [Accessed Figure 3a & b - Yatzer. (2019). RETHINK // Can art mirrored-photographs/ [Accessed 26 May 2019]. References
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REFERENCES:
B - Ecsite.eu. (2019). All about you | Ecsite. [online] Available at: https://www.ecsite.eu/activities-and-services/news-and-publications/digital-spokes/issue-7#section=section-from-ecsite-members&href=/ members/members-share/news/acciona-producciones-y-diseno-wins-if-gold-award-wu-kingdom-helvrelic [Accessed 26 May 2019]. C & D - Yellowtrace. (2019). Les Arcanistes by Studiopepe at Milan Design Week 2019 | Yellowtrace. [online] Available at: https://www.yellowtrace.com.au/ les-arcanistes-studiopepe-milan-design-week-2019/ [Accessed 26 May 2019]. Figure 5a - H E P T A G R A M. (2019). H E P T A G R A M. [online] Available at: https://heptagram.co/ post/101807745780/crooks-lovers-jamie-north-terraforms [Accessed 26 May 2019]. B - Behance.net. (2019). Behance. [online] Available at: https://www.behance.net/gallery/38450903/Succession-2016 [Accessed 26 May 2019].
Figure 6a - I.pinimg.com. (2019). [online] Available at: https://i.pinimg.com/originals/4b/72/41/4b7241357c7f7822f40e0b9ba391646a.png [Accessed 26 May 2019]. B - Clippingpaper. (2019). Instalation in Acrilic by Jorge Santos – Tragaluz. [online] Available at: https:// clippingpaper.wordpress.com/2012/05/14/instalation-in-acrilic-by-jorge-santos-running-river/ [Accessed 26 May 2019]. C - Archilovers. (2019). Zentro Office Building And Commercial - Picture gallery. [online] Available at: https://www.archilovers.com/projects/69932/gallery [Accessed 26 May 2019]. D - designboom | architecture & design magazine. (2019). ‘moistSCAPE’ by freecell. [online] Available at: https://www.designboom.com/design/moistscape-by-freecell/ [Accessed 26 May 2019].
Figure 7a - World Architecture Community. (2019). C - Decor Object | Your Daily dose of Best Home Dec- Vincent Callebaut creates biophilic building with sinuous balconies and inhabited trees. [online] Available orating Ideas & interior design inspiration. (2019). at: https://worldarchitecture.org/architecture-news/ Home Decorating DIY Projects: Paul Chan - Decor cmpef/vincent_callebaut_creates_biophilic_building_ Object | Your Daily dose of Best Home Decorating with_sinuous_balconies_and_inhabited_trees.html [AcIdeas & interior design inspiration. [online] Available at: https://decorobject.com/diy/home-decorating-diy- cessed 26 May 2019]. projects-paul-chan/ [Accessed 26 May 2019]. B - UrbaNews. (2019). Une maison habitable d’un References
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mètre-carré ?. [online] Available at: https://www.urbanews.fr/2012/09/27/23596-une-maison-habitabledun-metre-carre/ [Accessed 26 May 2019]. C - Home, T. (2019). Gardening: A Fun and Creative Backyard Project | The Article Home. [online] The Article Home. Available at: http://www.thearticlehome. com/gardening-fun-creative-backyard-project/ [Accessed 26 May 2019]. Figure 8a - Learn. (2019). Minimalist design: 25 beautiful examples and practical tips – Learn. [online] Available at: https://www.canva.com/learn/minimalist-design-beautiful-examples-and-practical-tips/ [Accessed 26 May 2019]. B - Myscandinavianhome.com. (2019). The ‘Green Home Book’: inspiration for plant lovers. [online] Available at: https://www.myscandinavianhome. com/2017/03/the-green-home-book-inspiration-for. html [Accessed 26 May 2019]. C - Tumblr.com. (2019). Tumblr. [online] Available at: https://www.tumblr.com/privacy/consent?redirect=http%3A%2F%2F2dots.tumblr.com%2Fpost%2F45291690857%2Flittle-spines-beautiful-book-design-and-concept [Accessed 26 May 2019].
REFERENCES: Figure ‘9’ – Selfridges Logo Moth, D., Vizard, S., Vizard, S., Vizard, S., Ratcliff, C., Woollen, P., Woollen, P., Woollen, P., Woollen, P., Woollen, P., Woollen, P., Woollen, P., Woollen, P., Reporters, M., Fisher, L., Parsons, R., Vizard, S., Joy, S., Joy, S., Joy, S., Joy, S., Joy, S. and Joy, S. (2019). How Selfridges uses digital to create extraordinary multichannel experiences – Marketing Week. [online] Marketing Week. Available at: https://www.marketingweek.com/2014/11/13/how-selfridges-uses-digital-to-create-extraordinary-multichannel-experiences/ [Accessed 8 May 2019].
Cause | We Love the Earth. [online] Available at: https://welovetheearth.org [Accessed 9 May 2019].
Figure 19 – Lil Dicky article
Figure 20 - BBC News. (2019). All-star environmental Figure 14 - Instagram.com. (2019). Leonardo DiCaprio music video goes viral. [online] Available at: https:// (@leonardodicaprio) • Instagram photos and videos. www.bbc.co.uk/news/entertainment-arts-47988341 [online] Available at: https://www.instagram.com/leon- [Accessed 7 May 2019]. ardodicaprio/?hl=en [Accessed 5 May 2019]. Figure 21 - Lil Dicky article Figure 15 - Energy Live News. (2019). Has the ‘Attenborough effect’ led to a 53% fall in single-use plastic Figure 22a, b, c - Twitter.com. (2019). Apple Education use? - Energy Live News. [online] Available at: https:// (@AppleEDU) on Twitter. [online] Available at: https:// www.energylivenews.com/2019/04/12/has-the-atten- twitter.com/appleedu?lang=en [Accessed 7 May borough-effect-led-to-a-53-fall-in-single-use-plastic2019]. use/ [Accessed 8 May 2019]. Figure 10 – Selfridges images – Author’s Own Figure 23a,b - Bioregional. (2019). BedZED - the Figure 16 - Plantbasednews.org. (2019). ‘AttenborUK’s first large-scale eco-village – Bioregional. [onFigure 11 – Esg.theasset.com. (2019). ADB exough Effect’ May Be Responsible For Drop In Sinline] Available at: https://www.bioregional.com/propands circular economy with eco-industrial parks gle-Use Plastic. [online] Available at: https://www. jects-and-services/case-studies/bedzed-the-uks-firstin China. [online] Available at: https://esg.theasplantbasednews.org/post/attenborough-effect-sinlarge-scale-eco-village [Accessed 13 May 2019]. set.com/ESG/36181/adb-expands-circular-economy-with-eco-industrial-parks-in-china [Accessed 2 May gle-use-plastic [Accessed 8 May 2019]. Figure 24 - Cibse.org. (2019). [online] Available at: 2019]. Figure 17a, b, c - Instagram.com. (2019). @tentree • https://www.cibse.org/getmedia/ec1a98e7-9713Instagram photos and videos. [online] Available at: 4903-81b0-64001456657d/GIR89-BedZED-–-BedFigure 12 - Modern Diplomacy. (2019). ADB Expands https://www.instagram.com/tentree/?hl=en [Accessed dington-Zero-Energy-Development,-Sutton.pdf.aspx 7 May 2019]. [Accessed 6 May 2019]. Circular Economy With SUS’s Low Carbon Eco-Industrial Parks In China. [online] Available at: https:// Figure 18 - YouTube. (2019). Lil Dicky - Earth (Official Figure 25 – YouTube. (2019). orange advert - paint. moderndiplomacy.eu/2019/04/09/adb-expands-cirMusic Video). [online] Available at: https://www.you[online] Available at: https://www.youtube.com/ cular-economy-with-suss-low-carbon-eco-industrialtube.com/watch?v=pvuN_WvF1to [Accessed 6 May watch?v=R_amuerMGpU [Accessed 9 May 2019]. parks-in-china/ [Accessed 10 May 2019]. 2019]. Figure 13 - We Love the Earth. (2019). Help the
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REFERENCES: Figure 26 - SAGE Journals. (2019). The Impossibly Real: Green Belting the Imaginary - Johnny Hardstaff, 2007. [online] Available at: https://journals.sagepub. com/doi/pdf/10.1177/1746847707078279 [Accessed 16 May 2019].
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