Shinshi - The Art of The Gentleman by Mericia Ramirez

DISPLAY

WINDOW

THE AR T OF THE GENTLEMAN

KATIE SCHIEWE

SOPHIE LITOW

ALIA SOBREPENA - MERICIA RAMIREZ

FASM 430 - VISUA COMMUNICATIONS PROFESSOR MONIA JONEVSKI

MISSION W i t h S C A D ’s e s t a b l i s h e d r e p u t a t i o n f o r collaboration,

our

group

would

develop a visual display that showcases our collaborative

efforts.

The

development

o f S C A D ’s n e w F r a g r a n c e M a r k e t i n g a n d Management feature

and

minor

has

celebrate

fellow classmates.

inspired

student

work

We h a v e c o l l a b o r a t e d w i t h t w o f r a g r a n c e m i n o r s w h o c r e a t e d a m e n’s f r a g r a n c e f o r

L e x u s , w h i c h i s t h e n e w s p o n s o r o f N e w Yo r k F a s h i o n We e k . A s v i s u a l m e r c h a n d i s e r s ,

it is our job to bring creative ideas into physical form in a dynamic and compelling

w a y. O u r i n t e n t i s t o c a p t u r e a n d s h a r e the story of Shinshi fragrance through a f r a g r a n c e l a b o r a t o r y.

S H I N S H I W I N D O W D I S P L AY

// THE FRAGRANCE The

first

S H I N S H I

Lexus

Fragrance

will

Shinshi.

M a j o r i ty o f b ra n d s u s e t h e Fre n c h wo rd â&#x20AC;&#x153; h o m m eâ&#x20AC;? for their fragrances. Being a Japanese brand, the

word

Shinshi

chosen.

Shinshi

means

gentlemen in Japanese. They are chivalrous,

courteous, and honorable. This also reflects the Lexus users themselves.

S H I N S H I W I N D O W D I S P L AY

// THE BRANDING T H E

B O T T L E

The Shinshi spray bottle is inspired by the

front grille on Lexus cars. It is a feature on Lexus cars that will be around 3 inches by 4 inches. The bottle will be made out of clear

glass. The choice of the shape of the bottle is

so that Lexus owners or anyone who is familiar with a Lexus car will immediately recognize the shape.

S H I N S H I W I N D O W D I S P L AY

M O C K I D E A

Illustration by Carlos Ginatta

// CONCEPTING M O C K

I D E A

# 1

The beauty of Shinshi is really in the elegance of the bottle. Inspired by the luxury Lexus grill, our teamâ&#x20AC;&#x2122;s initial idea was created to highlight the shape of the bottle. Ideally, we wanted to use the actual bottle in our design but due to manufacturing and sourcing difficulties we were unable to do that. But we still wanted to emulate the bottle. Our hope was to use a variety of glass bottles suspended from the ceiling at various lengths to recreate the shape of the bottle. Within the bottles, we wanted to add the fragrance notes of the cologne to make the glass bottle appear full with the Shinshi scent. The surrounding space of the window would be dark highlighting the bottle as well as spotlights making the bottle the central focus of the window. After analyzing the structural stability of the larger window, we felt that there was too large of a risk to create the shape with the ceiling caving from the weight of all the bottles.

S H I N S H I W I N D O W D I S P L AY

M O C K I D E A

S H I N S H I W I N D O W D I S P L AY

// FINAL CONCEPT A f t e r m u l t i p l e d r a f t s f o r t h e w i n d o w, w e d e c i d e d that we wanted to really showcase what the fragrance marketing students do by creating a fragrance lab. We w a n t e d t o d r a w i n s p i r a t i o n f r o m t h e s l e e k d e s i g n o f S h i n s h i â&#x20AC;&#x2122;s b r a n d i n g a n d b r i n g i t i n t o t h e w i n d o w.

The floor of the window is mirrored floor tile keeping in line with spring 2017/2018 runway s h o w i n g s a t N e w Y o r k F a s h i o n We e k . T h e b a c k wall featuring the minimal and elegant packaging of the Shinshi fragrance that was designed by Pan and Nicole.

I n s i d e t h e w i n d o w, w e h a v e t h r e e p e d e s t a l s a t various lengths, that we will use to showcase the process of developing a fragrance. The pedestals will feature a sketch of the bottle, elements of t h e s c e n t l i ke d r i e d l a ve n d e r, f ra g ra n c e k i t s a n d t e s t t u b e s a n d a b e a ke r. Last but not least we will have the Shinshi marketing campaign video playing on a loop on the television screen. The video will help pull together the whole story of the creation of Shinshi.

S H I N S H I W I N D O W D I S P L AY

WINDOW ELEMENTS Th e w i n d ow fe at u re s a large pr i n te d foam core of t h e Sh i nshi p a c ka g i n g an d bo t t l e m o un te d on t h e back wal l . Th e si d e walls of t h e wi n d ow are m i rro re d an d t h e f l oor of t h e w i n d ow d i splay i s m ir ro re d t i l e . T h e ri g h t- si d e wal l h as t h e bl ack Sh i n sh i l o g o a s a sti c k-o n d e cal wi t h t h e “ge n t l e m an” t ran sl at i on be l ow it.

O n t h e l e f t s i d e o f t h e wi n d ow, t h e re w i l l be t h re e pe d e st al s at d i ffere n t h e i g h ts s h owcasi n g t h e proce ss of cre at i n g a f ragrance. Th e pe d e s t al s w i l l h ave i te ms l i ke a ske tchbook sh ow i n g the d ra fti n g s t ag e s fo r c re at i n g t h e bot t l e , t h e sce n t e l e m ents l i ke van i l l a an d l ave n d er, a f ragran ce ki t an d be ake r s. A l l o f th ese o bj e c ts to g e t h e r de mon st rate t h e proce ss t h at f ragrance d evelop e rs u n d e rg o wh i l e cre at i n g pe r f ume s an d col ogn e s.

P R I N T E D BAC KG RO U N D

M I R R O R E D F L O O R & WA L L S LOGO

P E D E S TA L S :

FRAGRANCE INGREDIENT WORKSHOP KIT NOTEBOOK

FRAGRANCE ELEMENTS BEAKERS

SHINSHI FILM // F A T H E R ’ S

D AY

P R O M O T I O N

Last but not least we will have the Shinshi marketing campaign video playing on a loop on the television screen in the window d i s p l a y. T h e v i d e o w i l l h e l p p u l l t o g e t h e r the whole story of the creation of Shinshi.

S H I N S H I W I N D O W D I S P L AY

P R O C E S S

PHO TOS

S H I N S H I W I N D O W D I S P L AY

BEHIND THE SCENES / /

V I D E O

Film that features interviews with the team, the collaborators, and the professors that were apart of the creation of the Shinshi window d i s p l a y. This video showcases footage from the behind the scenes of the installation process of the creation of the w i n d o w.

S H I N S H I W I N D O W D I S P L AY

//COLLABORATORS PA N

WA N G

O riginally f rom Hong Kong, Pan Wang w i l l be

graduat ing t his year wit h a Bachelors of Fine Arts

from t he Savannah C ollege of Art and Desig n . He i s majoring in Fashion Market ing and Manage me n t

wit h a double minor in Fashion Desig n an d

Fragrance Market ing. Wang choose to collaborate

wit h Nicole Ng because he realiz ed t hat t hey b oth h ad t he sam e vision for t he potent ial of cre ati n g

a powerf ul st atem ent using f ragrance a n d th e l u xurious brand ident ity of Lexus.

N I C O L E

N G

Nicole Ng, a Hong Kong Nat ive, will be gradu ati n g

this year wit h a Bachelors of Fine Arts f rom th e S avannah College of Art and Design. She i s a Fashion Market ing and Management major w i th

a m inor in Fragrance Market ing. Ng, felt t h at Pan

Wang would be t he perfect person to collaborate

wit h for t heir f ragrance project because t hey both be lieved t hat because Lexus prom otes a l u xu ry

l i festyle t hat t hey would inevit ably launch th e i r own f ragrance as well.

A D D I T I O N A L C O L L A B O R A T O R S SHINSHI FILM

D i r e c t o r : Wo o J i n J u n g

Director of Photography: Mu Su

C r e a t i v e D i r e c t o r : N i c o l e N g , P a n Wa n g E d i t o r : Wo o J i n J u n g , J a c k

Ta l e n t : B l a k e B l a i r, O r l a n d o A j a - H e r r e r a

P r o d u c e r : K e n d a l l J a c k s o n , C h e r i s h R h e y, N i c o l e N g , P a n Wa n g SPECIAL THANKS for the bottle rendering by Simon Zhu

T H A N K Y O U T O T H O S E W H O H E L P E D Alexis Atkins

Paige Homberg Olivia Brandt

We w o u l d l i k e t o t h a n k o u r

Lo Pictarin

and Daniel Green, for all of

Beaty McKnight A i d a n To o h e y Amber Nash Anna Suhr

Ashlee Cruz

Ta y l o r J a c k s o n

professors,

Monika

Jonevski

their help and guidance.

THE ART OF THE GENTLEMAN