DENIM: An Undying Classic by Melanie Z.

Table of Contents Phase One: Planning and Overview Phase Two: Spatial Analysis Phase Three: Staging and Interpretation Phase Four: Visual Language and Identity

DENIM: An Undying Classic Table of Contents

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Phase ONE

Planning and Overview

EXHIBITION OVERVIEW CORE CONCEPT

EXHIBITION OUTLINE

DENIM: An Undying Classic is an exhibition that showcases the historical and cultural progression of denim since 1873. It depicts how other cultures have adopted this American icon and made it their own.

Denim Production This section uses objects such as vintage shuttle looms and machines to show visitors how the production of denim started in the past. It will also compare past methods of production to present-day production of denim. Not only will this section demonstrate how factories produce denim, but it will also inform visitors of the the environmental impact of the production process.

EXHIBITION OVERVIEW This exhibition will display a variety of objects, such as machines used to produce denim, essential materials for production, and denim from various brands. It also includes interactive elements, such as an immersive, holographic catwalk, an area where visitors can dye their own swatch, and a small shop where visitors can purchase indigo seeds or a denim dying kit. Through displayed objects and interactive activities, visitors will gain a better understanding of the value of denim not only as a fashion piece, but also as an icon of American culture.

AUDIENCE The exhibition will appeal to people who are interested in learning about denim or fashion in general, collectors known as "denim heads", dapper folks who are into denim and wearing in a professional setting, and veteran visitors who come to the museum often.

PROMOTIONAL CONSIDERATIONS & RETAIL OPPORTUNITIES This exhibition will work in coordination with UC Davisâ&#x20AC;&#x2122;s Strategic Communications and Development and Alumni Relations departments to coordinate fundraising and promotion efforts on-campus as well as off-campus. Promotional materials will include poster ads, streetlight banners, and pamphlets. Planned promotional sales areas at UC Davis Stores on-campus and off-campus will also help with the promotion of the exhibition. Sponsorship opportunities include reaching out to well-known denim companies such as Leviâ&#x20AC;&#x2122;s, Lee, Iron Heart, and Naked and Famous Denim, who will work with us in sharing the story of denim.

EXHIBITION DETAILS Title: Denim: An Undying Classic Venue: Manetti Shrem Museum of Art, Davis CA Date: March 30, 2018 - June 13, 2018 Audience: General Audience Location: Davis, CA Size of Space: 9,000 sq. ft/ 2,600 sq. meters Number of Objects: 60-100 Retail Space: Yes Interpetive Elements: Promotional posters, brochures, and other materials Exhibition Designers: Jie Song, Katie Woo, Melanie Zelaya

DENIM: An Undying Classic Phase One: Planning and Overview

Historical and Cultural Progression This section explains the progression of denim by separating its history into three major periods: miners and workers (1873-1920), rebels and cowboys (1920-1970), and contemporary everyday wear (1970-Present). This section will use objects from each of these periods to show how and why people wear denim during those times. Cultural Influence of Denim This section will introduce the idea of denim as a cultural icon in America. Beginning in the 1900s, it gained popularity through advertising and media. This section showcases this spread as well as its international influence through the use of bjects from other countries (Canada, Japan, etc.) to tell this story.

BRAINSTORM

Denim was a product that our group was fascinated about from the start. As a part of our process, we brainstormed the various components we could incorporate into our exhibition, relying on knowledge from our resident denim head, Katie Woo, who was there to guide us on the topic along the way. Our object list showcases the objects that we brainstormed, researched, and compiled to use as pieces showcased in our exhibition.

OBJECT LIST

A1 White Oak Cone Mills Photograph

White Oak Mills factory production room

American Draper X3 fly shuttle looms from the late White Oak Cone Mill

Progress of the Automatic Loom

8"W x 10"H USA

Photograph 8" W x 10"H USA

Decline of a Technological Leader, 1945-1974

Union Special 43200G chain stitch machine

Indigo Plant (artificial)

Momotaro video clip of the ropedyeing process

Photograph 8"W x 10"H

Chain Stitch Machine 12"L x 15"W x 12"H USA

A10

A11

A12

Overlock Machine 12"L x 15"W x 12"H USA

Cone Mills selvedge denim 24"W x 33"H USA

Cone Mills 13oz. raw selvedge denim

"How Denim Fabrics are Made" video

Selvedge Denim Bolt 30"W x 10"H x 6"L USA

Video 14"W x 8"H

A14

A15

A16

Pile of Denim Scraps

"First cotton gin" from Harpers Weekly

Commericialized Indigo Dye

Illustration 13 9/16" W x 20 1/2"H USA

Indigo Dye 5"W x 2.5"L x 7.5"H

A13 Modern Day Fast Fashion Manufacturing Denim Photograph 8"W x 10"H China and Bangladesh

DENIM: An Undying Classic Phase One: Planning and Overview

Pile of Denim Scraps 8"W x 10"H

Shuttle Looms 177"L x 69"W x 57"H USA

Fake Indigo Plant 24"W x 36"H USA

Photograph 8"W x 10"H USA

Video 14"W x 8"H Japan

A17

A18

Zimbabwe farmers handpicking cotton

Water Pollution caused by Indigo

Original Levi's patent for blue jeans

Levi's vintage ad of the 501 jean

Photograph 8"W x 10"H

Photograph 11"W x 17"H USA

Levi's vintage ad "The West grew up in Levi's"

Levi's vintage ad of jeans being made for everyday wear

Levi's vintage ad of denim being made for women

Levi's ad of denim gaining modern day popularity

Photograph 11"W x 17"H USA

B10

Miners wearing Levi's 501 jeans

First pair of Levi's jeans

Levi's 1880 Triple Pleat Blouse

Levi's 1880 x 501 Jeans

Photograph 11"W x 17"H USA

Denim Jacket 25"W x 25"H USA

Denim Jeans 15"W x 30"H USA

B12

B13

B14

Levi's TYPE 2 Worn Trucker Jacket

Levi's TYPE 3 Sherpa Lined Jacket

Denim Jacket 25"W x 25"H USA

Levi's vintage ad for riveted blouse and riveted overall

Photograph 11"W x 17"H USA

B11 Levi's 1936 TYPE 1 Jacket Denim Jacket 25"W x 25"H USA

Print 11"W x 17"H USA

OBJECT LIST

CONTINUED

B15

Evolution of the Levi's 501 jean from 1901 to 1983

Naked And Famous Denim "The World's Heaviest Jeans: 32Oz Denim" Jeans

Naked and Famous Denim "Scratch-n-Sniff Raspberry Denim" jeans

Taylor Stitch "The Long Haul Jacket in Dyneema Denim"

Photograph 11"W x 17"H USA

Denim Jeans 15"W X 30"H Canada

Denim Jeans 15"W x 30"H Canada

Denim Jacket 25"W x 25"H USA

Taylor Stitch "The Long Haul Jacket in Cone Mills 68' Selvage"

Sanforized Denim vs. Unsanforized Denim

Naked and Famous Denim "Glow in the Dark" jeans

Comparison of Raw Denim vs. Broken In and Washed Denim Jeans

Photograph 11"W x 17"H USA

Denim Jeans 15"W x 30"H Canada

C10

C11

Lee Storm Rider Denim Jacket

UNDERCOVER Arts and Craft Black 85 Denim

Brave Star "Steadfast" 16.5 oz Cone Mills Denim jacket

Denim Jacket 25"W x 25"H USA

Denim Jeans, Mannequin 11 7/8"W x 16 3/4"L x 46"H Japan

Denim Jacket 25"W x 25"H USA

C13

C14

C15

Brave Star Selvage 14oz Regular Taper selvedge denim jeans

Rainbow Selvage seam detail + rainbow pocket design detail of Nudie Jeans

Wrangler 27406 Men's Selvedge denim jacket

Denim Jacket 25"W x 25"H USA

C8 Lee 101J Rider Denim Jacket Denim Jacket 25"W x 25"H USA

C12 Brave Star Selvage "Ironside" 14oz Cone Mills selvedge denim jacket Denim Jacket 25"W x 25"H USA

DENIM: An Undying Classic Phase One: Planning and Overview

Denim Jeans 15"W x 30"H USA

Photograph 11"W x 17"H Sweden

Photograph 11"W x 17"H USA

Denim Jacket 25"W x 25"H USA

C16

C17

Balmain Paris Slim-fit Denim Bike Jeans

3sixteen - ST - 220x Slim Tapered - Double Black Selvedge Jeans

Nudie Jeans Back pocket

Levi's Jeans Back pocket

Denim Jeans 15"W x 30"H France

Denim Jeans 15"W x 30"H USA

Pocket 5"W x 5.5"H Sweden

Pocket 5"W x 5.5"H USA

Tellason Jeans Back pocket

Samarai Jeans Back pocket

True Religion Jeans Back pocket

Evisu No. 1 Special Jeans Back pocket

Pocket 5"W x 5.5"H USA

Pocket 5"W x 5.5"H Japan

Pocket 5"W x 5.5"H USA

Pocket 5"W x 5.5"H Japan

D10

Evisu Jeans Back pocket

Ironheart Jeans Back pocket

Brave Star Jeans Back pocket

Oni Jeans Back pocket

Pocket 5"W x 5.5"H Japan

Pocket 5"W x 5.5"H USA

Pocket 5"W x 5.5"H Japan

D12

D13

D14

Carhartt Jeans Back pocket

Carhartt WIP Jeans Back pocket

Wrangler Jeans Back pocket

Pocket 5"W x 5.5"H USA

D11 Lucky Brand Jeans Back pocket Pocket 5"W x 5.5"H USA

OBJECT LIST

CONTINUED

D15

D16

D17

D18

Lee Jeans Back pocket

Momotaro Jeans Back pocket

Studio D'Artisan Jeans back pocket

Studio D'Artisan jeans back pocket leather patch

Pocket 5"W x 5.5"H USA

Pocket 5"W x 5.5"H Japan

D19

D20

D21

D22

Levi's back pocket leather patch

Naked & Famous Back pocket leather patch

Naked & Famous back pocket leather patch - Year of the Dog edition

Taylor Stitch Back pocket leather patch

Pocket 5"W x 5.5"H USA

D23 Holographic Runway Projection 2' x 10'

DENIM: An Undying Classic Phase One: Planning and Overview

Pocket 5"W x 5.5"H Japan

Pocket 5"W x 5.5"H USA

EXHIBITION CONCEPT In order to plan our exhibition, we took into account how we wanted to tell this story. Below are the three concepts we explored in the planning of this exhibition.

CONCEPT A The first concept showcases how visitors will be first introduced to the topic overall and will then move onto the topic of denim production in context of time. They will then proceed to a history of denim and its intended purposes over time, all while being able to alternate and travel to any of the subgroups. Following this history section, visitors will enter the "cultural influence" segment of the exhibit and will exit through the workshops and retail area where they will have the option to stick around and browse.

CONCEPT B This second concept delves into a chronologically-ordered presentation where visitors first enter through the "past" segment of the exhibit and enter a "historical and cultural progression" subsection for more context. They are then able to learn about denim production in the past, which transitions to the present and denim production today. Finally, visitors will leave through the cultural impact segment and have the opportunity to stay for workshops and make gift shop purchases.

CONCEPT C This final concept allows a "choose you own adventure" type of experience where visitors are free to roam in and out of each exhibit segment and venture into the workshops and retail area as they see fit. Segments are structured like Concept B.

DENIM: An Undying Classic Phase One: Planning and Overview

DENIM: An Undying Classic Phase Two: Spatial Analysis

Phase two Spatial Analysis

FLOOR PLAN - EXHIBITION SECTIONS

DENIM: An Undying Classic Phase Two: Spatial Analysis

Denim Production

Stroller

Denim Evolution

Streaker

Interaction Zones

Studier

Stationary Seating

FLOOR PLAN - OBJECT PLACEMENT

B3 B2 B1

B7 A10

B5 A11

A18

C17

B10

Production Rooms

C16 A3

B11 B12

C15

D23

B13

C13 A7

A16

C14 A8

A17 A15

A12 A14 D1-D22

Room of Pockets & Patches

A13

C12

C2 C3

Denim Evolution

A9 C11

C9 C8

C10 C7

Holographic Runway

INTERVIEWS

In order to get feedback on our ideas, we interviewed various people to gain a better sense of what was working and what wasn't. We have compiled summaries featuring two of those interviews:

DENIM: An Undying Classic Phase Two: Spatial Analysis

SUSAN T. AVILA

ERALDO CRISANTO

Design Professor Expertise: surface design, textiles, fashion design and history

UC Davis Student Major: Design (Emphasis in visual communications and photography

In general, Susan thought that the exhibition is interesting and eye-catching within the interaction zones it provides. She liked the bold colors and branding the exhibition is using, and the way the exhibition floor plan is designed is engaging for her. However, she would like to see more context of the objects in the exhibition. Although the exhibition is interesting enough to visit, a visitor might get bored soon if they don't see the jeans or denim jackets in context. By giving the context of when or where those items were worn.

Eraldo said that he would definitely go to this exhibition since he's interested in fashion in general. The holographic runway and the dye workshop are especially attractive to him. The floor plan is straightforward and since the curves of the wall lead the visitor through the museum, it's easy for him to follow through with the content. He said that people his age (21) would be very interested in this exhibition because of the content. He also wanted more descriptions about the objects to provide some context.

Phase three

Staging and Interpretation

DENIM: An Undying Classic Phase Three: Staging and Interpretation

LIGHTING

OBJECTS Here displays object D23, where visitors can explore various designs of back pockets and actually touch them to feel the fabric.

FURNITURE

COLOR PALETTE Back of Beyond Tomcat

Pop pf Poppy

LIGHTING

OBJECTS Here displays objects C1-C17 and A8-A17 that tells the evolution of denim and production of denim.

DENIM: An Undying Classic Phase Three: Staging and Interpretation

FURNITURE

COLOR PALETTE Back of Beyond

Pop of Poppy

Tomcat

Tropical Sunset

LIGHTING

OBJECTS Our exhibit will feature objects, such as D23, where visitors can explore various designs of back pockets and feel the fabric.

FURNITURE

COLOR PALETTE Back of Beyond Pop of Poppy

FLOOR PLAN - LIGHTING

DIFFUSED SPOTLIGHTING FOR A BRIGHT ROOM The denim production room and the interactive back pockets room will have dark red walls with spot lighting from the museum's ceiling lights. The spotlight will be diffused so that the whole room will be lit.

BACKLIGHTING AND SPOTLIGHTS Our room featuring our holographic runway will be completely dark so visitors can view the models and their clothing on the runway clearly.

SPOTLIGHTING ON OBJECTS The denim pieces along the curved walls will be lit with spot lighting that will allow for a clear view of the details on the denim.

DENIM: An Undying Classic Phase Three: Staging and Interpretation

FURNITURE

DRAPER MID CENTURY TUFTED OTTOMAN

DENIM CURVED BENCH

W 39.88" x D 18.14" x H 16.93"

W 2' x L 2' x H 20" *each section

BLACK PICTURE FRAME

GLASS DISPLAY

11" x 14" x D 1.5" 16" x 20" x D 1.5" 20" x 24" x D 1.5"

W 27" x D 2" x H 36"

FLOOR PLAN - WALL PAINT COLOR

Production Rooms Holographic Runway

Room of Pockets & Patches

DENIM: An Undying Classic Phase Three: Staging and Interpretation

Denim Evolution

INTERIOR COLOR PALETTE

PAINT COLORS The exihibition uses bold colors inspired by the objects to create a cohesive experience that combines the historical aspect of denim with a modern presentation. We will be using Valspar ® Signature Interior Paint for our exhibition walls.

PopofofPoppy Poppy Pop 311Q 311Q

Back of Beyond Back of Beyond VR056A VR056A

Tropical Sunset Tropical Sunset 2190 2190

Tomcat VR114A

TEXTURE WALLS The exhibition uses denim fabric as an accent on title wall to further immerse the visitors into the world of denim.

FLOORING To create an inviting experience the exhibition chose Cali Bamboo Fossilized 3.75-in Vintage Port Bamboo Solid Hardwood Flooring from Lowes.

Tomcat VR114A

Brushed Cotton 102Q

Blue Chiﬀon VR054B

Squash Blossom VR011B

Phase four

Visual Language and Identity

DENIM: An Undying Classic Phase Four: Visual Language and Identity

LOGOTYPE

PRIMARY LOGO

ALTERNATE LOGO

DDC Hardware Regular

A N U NADNYUI N NGD Y I N G C L A S SCILCA S S I C

Lehigh Semibold

COLOR PALETTE

Primary Colors

Secondary Colors

#ec1e4c

#faad1b

#183661

#03c2f3

#434345

#e7e1d7

#791218

#955a25

TYPOGRAPHY

DDC Hardware Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!

Lehigh Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!

Lehigh Semibold

A B C D E F G H I J K L M N O P Q R S T U V W XYZ 1 2 3 4 5 678 9 0 ? !

Karla Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!

DENIM: An Undying Classic Phase Four: Visual Language and Identity

TITLE WALL

HEADER DCC Hardware Regular

TAGLINE Lehigh Semibold

BODY Karla Regular

Evolution

A STORY O F FAB RIC AND ITS RO O TS IN IND IG O Liquorice lemon drops sesame snaps chocolate bar cake icing jujubes tootsie roll ice cream. Topping soufflé sweet roll dessert dessert marzipan cupcake. Liquorice lemon drops sesame snaps chocolate bar cake icing jujubes tootsie roll ice cream. Topping soufflé sweet roll dessert dessert marzipan cupcake.

SIGNAGE

1850

Lehigh Black

1850

DENIM: An Undying Classic Phase Four: Visual Language and Identity

OBJECT LABEL

Levi’s Vintage Ad Late 1800s, Print Levi's vintage ad for riveted blouse and riveted overall.

Evolution

A S TORY OF FABRIC AND ITS ROOTS IN INDIGO

B14

Levi’s Vintage Ad Late 1800s, Print Levi's vintage ad for riveted blouse and riveted overall.

Evolution

A ST O RY O F FA B RI C A N D I T S RO O T S I N I N D I G O

B14

BROCHURES

DENIM: An Undying Classic Phase Four: Visual Language and Identity

LIGHT POLE BANNER

AN UNDYING CLASSIC March 30–June 13, 2018

AN U N DY I N G C LASSI C March 30–June 13, 2018

PROMOTIONAL MATERIALS

BUS SIGN

DENIM: An Undying Classic Phase Four: Visual Language and Identity

LAWN SIGN

PROMOTIONAL MATERIALS

INSTAGRAM AD

CONTINUED

POSTCARD

T-SHIRT

DENIM TOTE BAG

COFFEE CUP

DENIM: An Undying Classic Phase Four: Visual Language and Identity