Awa k en ing A Norther n So u l Co ncep t
Co nte nt :
1. N orth er n So ul 2. C o ncep t/ R atio nale 3. St y l i ng & Photo gr aph y 4. V is u a l Displ ay 5. Pr om otio na l M aterials 6. M U AH 7. M odels 8. L o c atio n 9. V is u a l E x h i bitio n Pl a ce m e nt M o ck-Up
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N orther n So u l Norther n So ul wa s ab o u t th e yo u th c ult ure - It changed a g e n er ation thr o u gh its m usic an d dan ce . It wa s a m o v e m e n t b a ck in th e l ate 1960s which be c a me w ell k n ow n in Norther n En gl and. D urin g th at tim e, m an y spe n d m ost of th eir liv es w orking with n o desire to “m o v e forward”. O n ce N orth er n So ul spre ad to Eng l an d, pe ople, espe cially tee ns bec a m e fa s cin ated by the m usic. It br o ug ht e n er g y, e xcite m e nt, happin ess e tc . a se ns ation which e v ery b od y wan ted to e xperie n ce a s it wa s all “n e w ” to the m . Bu t, m ost im p ortan tly, it br o ught a n e w be gin n in g / p urp ose to their life . The y were able to be m ore free an d com m unic ate be t ter to th e w orl d.
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Co ncep t This concept was based off the Northern Soul music combining with the idea of a Fairytale concept. Northern Soul was about being you; having the opportunity to explore new things in life, expressing yourself without judgement, and overall feeling “alive’” - this is reason for the name of the film “Awakening”. Fairytale also meant alternative universe; as Northern Soul was about being in your own world (dreaming), it felt right to link it to fairytale. The most important part was to capture the emotions, movement, body language, symbolisms in the film etc. E x a m ples: Ch a i r = st u ck in her e v ery day/ w ork life . Nothin g to lo ok forward to. Cig a ret te = s ym b olises repe tition. Its a c ycle (keep d oin g the s a me th in g) B urni ng part of the Cig are t te = c on ve ys tim e .
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FI N AL I M AG E
The photo gr aph ab o ve is o ur fi na l im a ge . This im a ge is th e m ost i mp ortan t a s it describes th e w hole me an ing/plot of o ur story.
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St y l in g & Photo gr aph y O ur con cep t wa s also inspired by th e Pre -R aephaelite art such a s th e pain tin g of ‘ The L ad y of Shalot t ’ . Th e story of this, in som e ways, is q uite sim il ar to the m e anin g of o u r short film / vide o. B oth are st uck in on e pl a ce, how e ver , th at per son de cides to tak e th e risk , g o a g a inst the r u les and le aves th e pl a ce . The y be gin their “jo u r n e y ” to fin d th e desired life the y wan ted.
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Vis u al Displ ay The e xhibition w o u ld be b a sed off th e concep t which is fairy tale -lik e therefore, the whole set w o uld be desig ned like a forest (bu t in d o or ) . It is si mi l a r to the Dior’s 2017 Paris fa sh ion week . For th e e ntr an ce, I pl an n ed to h ave a sm a l l brid ge with a stre a m un der n e ath. The title “Awake nin g” w ith be added a s yo u walk into the e xh ibition lik e the i m a ge ab o v e s ay in g “Bre ath e” . - Th e le t ter s will be light up. Th r o ug ho u t the e xhibitio n, th ere w ill be orig a mi birds ab o v e the ceilin g, flow er bot tl es in som e displ ays to add de tails a nd so me will be hangin g d ow n fr om th e tree. The “d o or s” for e a ch r o om w ill be lik e m ade into flow er s.
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For th e a c t ual displ ays: Photo g r a phy A re a : The im a ge w i l l be pl a ced in a r o om l i k e the i m a g e on the right ( witho u t the v ie w of the o u tsi de - i nste ad co v ered w ith trees/bushes and flower s) . So me im a ges will be displ ay ed si mi l ar to the n e x t i m a g e af ter . Fa shio n A re a : At le a st 6 o u tfits that were used in the fi l m wi l l be displ ay ed in the i m a g e o n th e top right. A g ain th e r o o m wi l l be co v ered like a forest. Fi l m /GIF A re a : A ll film s and oth er vi deos will be shown i n a “da rk /dig ital r o om ” j ust l i k e the i m a g e at the b ot tom . A c o n ti n uo us m o v ing im a ge / v i deo is pl ay ed on the flo or an d i n fr o nt (like the im a ge a g ai n) . The displ ay change fr o m ti me to tim e to a di fferent c olo ur of flower s. A f ter e very 5 m in u tes, the “fi l m ” wi l l a ppe ar includin g th e flo or . O ne it fin ishes it w i l l g o b a ck to the “ flower m ode”. Wh en enteri ng the e ntr an ce of the e xhi bition, walkin g o n to the brid ge, a water f o u nta i n is displ ay ed with m a ssi ve stat ues in Norther n So ul d a nce/j um p poses.
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Pr o m otiona l Materi als
Whi l st wa l king th r o ug h the e xh ibitio n, e x tr a displ ays are included for pe ople to photo g r aph i n them a nd post on so ci a l media . - Pr ofessio nal photosho ots co u l d be ta k en and pri nted off at the e xh ibitio n w here y o u c a n p ur cha se it. People c a n e ve n take a pic t ure with the c ar - wh ich had flower s a nd t w o v i n y l rec ord pl ay er i n th em.
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A f ter lo ok i ng al l a r o und the e x h i bitio n, C afe/ Restau r a nt a re a w o u ld be ava i l abl e.
C AFE A RE A
Th e in terior is desig n to als o h ave a f orest / w o od feel to lin k w ith th e c on cep t.
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In vitatio n: In vitation f or o ur e x h ibition c o uld be desig n ed in to an orig a m i st y led e n velope - w r apped in a sim ple th re ad/ strin g w ith a flow er in th e m iddle f or a sim ple y e t c om ple ted lo ok .
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I n the shop of o ur e xhi bitio n, pe ople who h av e deci ded to p ur cha se th e pr ofessional sho ots a re a bl e to ge t the pri nted off and hav e a choice to p u r cha se a speci a l box with th e photos pl a ced in th em a nd a USB stick . Havi ng the photos be tr ansferred on to a USB is a l so p ossible . Post c a rd is the s a m e an d c an be pl a ced in the b ox . A free mi ni b ot tle with flower s i nsi de (writin g s ay i ng “Awake n ing� E xhi bitio n [date]) - a s a k e y ri ng, ne ckl a ce, br a cel et or j ust on its ow n. = A s a min i than k y o u g i f t/so u v e n ir f or co mi n g to the e xhi bition. Ho odi es wi l l be design ed i n m a n y di ffere nt ways such a s: e mbr oi ded/A c t u al pri nted i m a ges of: flower s, cig are t te, b ot tle, o u tl i ne dr awing/ i m a g es th e girl in the fi lm, o u tl i ne dr awin g/ i m a g es of the dance m o ves e tc.
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E x hibition Poster
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MU A H
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M odel
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L o c atio n For the lo c atio n I w o uld prefer it to be in d o or s. To e n ter the e x h ibition, pe ople sho uld eith er use th e esc al ator s, lif ts, or stair s to g o up to it. The e ve n t w ill be held the top flo or s o th at whe n pe ople e nter th e c afe are a thr o ugh the g r o un d flo or , the y are able to th e n g o u pstair s for th e vie w of the e xhibition wh ilst e atin g and drin k in g.
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V is u a l E xh i bition Pl a ce m e n t M o ck- Up Here is my sketch of the whol e l ayo u t of th e e x hi bitio n
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