art photography
A H
ABOUT
HOW
C O T Y CREATION
OPPORTUNITY
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SUMMARY
ABOUT BROWNIE
BROWNIE is an avant-garde art photography brand founded by UNDEF/NE, a creative lifestyle media platform. BROWNIE’s aim is to reach the public by sharing LIMITED EDITION AVANT-GARDE ART PHOTOGRAPHY from all over the world, and more importantly, to provide an AFFORDABLE, MULTI-DIMENSIONAL PHOTOGRAPHIC EXPERIENCE for everyone. We use contemporary design and creative concepts, quality craftsmanship and artistic lifestyles and connect those with our photography culture and our products in order to let the audience embrace the open-mindedness and individuality that we find in art photography. We believe that the beauty that represents art photography to us can be loved and accessed by anyone. BROWNIE’s idea is to change your life when uncovering the value of its art photography and experiencing its incomparable lifestyle.
ABOUT BROWNIE
PHOTOGRAPHERS
We collaborate with avant-garde photographers from all over the world - China, Japan, US, France and Scandinavia. With a vivid visual language, they are willing to work cross-disciplinarily, combining exhibitions, performances, installations and photo books, to deliver a myriad of distinctive, expressive and artful ways of living. Our photographers share the same beliefs, with an emphasis on delivering quality work, they are willing to work with us in experimental ways, so as to have these independent photographs understood and afforded by the public.
QUALITY
We have access to print processes and framing equipment of the highest quality as well as the most reliable services. Each limited edition print is meticulously crafted. Working close with each of our signed photographer and under their supervision, BROWNIE collaborates with an image production and colour management team that has over 10 years experience in producing museum-quality prints, to guarantee that every pixel in our photos is perfectly rendered. We provide high quality mounting, framing, packaging and delivery service along with each product. These prints are limited to either 50, 100 or 200 editions, where the price ranges from 500RMB to 10 000RMB.
EXPERIENCE
We offer an accessible and palpable multi-dimensional experience, connecting avant-garde photographic culture with an artful lifestyle. Within specific themes, BROWNIE collaborates with exceptional lifestyle brands, media and organisations who share the same values, organises crossover exhibitions and publishes photographic lifestyle magazines and photo books. With an emphasis on creating genuine experiences with high quality and independent contents for the public, BROWNIE aims to get more people to interact directly with our photograpers and their work, in order to feel and understand the photographic culture.
ABOUT BROWNIE
WHAT WE CREATE
C.1 AFFORDABLE LIMITED EDITION PHOTOS C . 2 P H OTO R E L AT E D L I F E S T Y L E M AG A Z I N E C.3 MULTI-DIMENSIONAL EXHIBITIONS C.4 INDEPENDENT PHOTO BOOKS
WHAT WE CREATE
C.1 AFFORDABLE LIMITED EDITION PHOTOS C.1.1 DISTINCTIVE CONTENT BROWNIE believes that beautiful art photography can be loved and owned by everyone. BROWNIE has signed photographers from all over the world. Their work showcases their lifestyles: Expressive, distinctive and at the same time full of progressive concepts. These artists share our beliefs, with an emphasis on delivering exquisite contents and quality work, in order to provide limited editions of their work. These prints are limited to either 50, 100 or 200 editions, where the price ranges from 500RMB to 10 000RMB. Great photography should be able to evoke and deliver inspiring readings to their viewers through their contents and visual language. Such is our criteria for sourcing beautiful art photographs.
WHAT WE CREATE
C.1 AFFORDABLE LIMITED EDITION PHOTOS C.1.2 MUSEUM-QUALITY PRINTS Photographic Prints: Colour Management + Ultrachrome Ink Technology + Fine Art Papers To have every pixel of an image perfectly rendered and meeting the artist’s requirement, this is the very essence of BROWNIE’s photographic prints. BROWNIE uses cutting-edging equipment from Epson and its Ultrachrome inks to ensure that each produced art print meets the highest standard in the industry. We are working with an image production and colour management team that has over 10 years of experience in producing museum-quality prints to guarantee that the print: RETAINS ALL THE DETAILS FROM THE DIGITAL IMAGE IS OF ARCHIVAL QUALITY SUITABLE FOR MUSEUM DISPLAY, WATER AND UVF RESISTANT HAS AN EXTREMELY WIDE TONAL RANGE, THROUGH THE USE OF ULTRACHROME HDR INK
WHAT WE CREATE
C.1 AFFORDABLE LIMITED EDITION PHOTOS BROWNIE ALSO OFFERS MUSEUM-QUALITY FINE ART INKJET PAPER OPTIONS. 2 TYES OF PREMIUM SELECTED FINE ART PAPER + 3 TYPES OF CUSTOMISED IMPORTED FINE ART PAPER PAPER CATEGORY
WEIGHT (G/M2)
BIGGEST SIZE
FEATURES
ENHANCED MATTE PAPER
189
120*180
VIVID, HIGHLY SATURATED IMAGES WITH SHARP AND RICH DETAILS
EPSON HOTPRESS NATURAL
260
120*180
MADE OF 100% COTTON, IDEAL FOR REPRODUCING SUBTLE TONES AND COLOURS
FRANCE CAMSON FINE ART PAPER
300
120*180
MOISTURE AND CREASE RESISTANT, CONTAINS NO OPTICAL BRIGHTENING AGENTS
GERMANY HAHNEMUHLE FINE ART PAPER
315
120*180
TRUTHFUL COLOUR REPRODUCTIONS, IMPRESSIVE PICTORIAL DEPTH
BARYTA PAPER
350
120*180
SILKY SMOOTH SURFACE WITH A HIGH GLOSS BARYTA LAYER
WHAT WE CREATE
C.1 AFFORDABLE LIMITED EDITION PHOTOS C.1.3 MUSEUM-QUALITY ACID-FREE FRAMING BROWNIE is selecting the perfect paperboards and frames for the artwork and uses premium materials and superior technology to enhance the product longevity. SIZES: 40*50(S) - 60*90(M) - 100*150(L) - Bigger Sizes FRAME TYPE: Aluminium - Wooden COLOURS: Black - Sliver or Black - White - Brown - Natural WOOD TYPE: Ash Tree - Walnut PAPER BOARD: 2mm Anti - Corrosion Paper Board GLASS BOARD: 3mm Glass - Imported Acrylic (L)
WITH FRAME
WHAT WE CREATE
C.1 AFFORDABLE LIMITED EDITION PHOTOS C.1.3 MUSEUM-QUALITY ACID-FREE FRAMING BROWNIE uses high quality materials for unframed prints which are mounted on premium aluminium boards. SIZES: 40*50(S) - 60*90(M) - 100*150(L) - Bigger sizes FRAME TYPE: 4 mm Premium Aluminium HANGING SYSTEM: Premium Aluminium
WITHOUT FRAME WHAT WE CREATE
C.1 AFFORDABLE LIMITED EDITION PHOTOS C.1.3 MUSEUM-QUALITY ACID-FREE FRAMING BROWNIE uses the most advanced technology for unframed prints, offering a special resin-coat to provide a sharper, vivid texture and an effective long-life protection.
RESIN COATED
BROWNIE uses premium ash tree or walnut wood that can be used for unframed aluminum mounted photographs. Not only to give it a stereoscopic visual effect, but also to provide an eye-popping content.
SHADOW BOX FRAME
WHAT WE CREATE
C.1 AFFORDABLE LIMITED EDITION PHOTOS C.1.4 PACKAGING AND DELIVERY: PREMIUM QUALITY + DESTINCTIVE DESIGN + RELIABILITY Each limited edition BROWNIE art photography print, along with its certificate of authenticity and documents, are securely and individually packed with quality materials in order to arrive in the hands of our customers in a perfect state.
WHAT WE CREATE
C.1 AFFORDABLE LIMITED EDITION PHOTOS C.1.5 DISTRIBUTION CHANNELS: PROFESSIONAL + DIVERSE + LIKE-MINDED ONLINE DISTRIBUTION: BROWNIE’s official website and WEIDIAN OFFLINE DISTRIBUTION: Like-minded design shops, boutique hotels, bookstore chains, cafes and art spaces. We are currently negotiating with over 20 possible locations, first starting from Shanghai, and gradually spreading out to other cities in China.
WHAT WE CREATE
C . 2 P H OTO R E L AT E D L I F E S T Y L E M AG A Z I N E C.2.1 BROWNIE MAGAZINE BROWNIE MAGAZINE showcases the microcosm of our world, an exploration with photography as its guide. In this journey, everyday life is revisited and explored through the eyes of photographers. Photographic narratives are shared with readers trough creativity, design and contemporary art. BROWNIE MAGAZINE is a bilingual, ad-free magazine. Each issue focuses on a specific lifestyle-related theme and explores it through art photos and stories. However, BROWNIE MAGAZINE is much more than just a 2D printed matter, since at the same time, multi-dimensional events related to the same theme would also be organised to create an open lifestyle platform dedicated to photography, offering an enriching and fulfilling experience. BROWNIE MAGAZINE’s editorial team is led by Nelson Ng, the chief editor of “LOST”, a leading travel magazine.
WHAT WE CREATE
C . 2 P H OTO R E L AT E D L I F E S T Y L E M AG A Z I N E C.2.2 COOPERATION AND DISTRIBUTION CHANNELS BROWNIE MAGAZINE will be issued and distributed across the world. ONLINE DISTRIBUTION: Official website of BROWNIE and WEIDIAN OFFLINE DISTRIBUTION: Like-minded designer shops, boutique hotels, bookstore chains, cafes and art spaces. We are currently negotiating with over 80 possible locations, across the world in more than 30 cities, from Shanghai, Beijing, to New York, Berlin, London and Amsterdam.
WHAT WE CREATE
C.3 MULTI-DIMENSIONAL EXHIBITIONS C.3.1 GENUINE, MULTI-DIMENSIONAL EXPERIENCE + QUALITY INDEPENDENT CONTENTS With specific themes, BROWNIE collaborates with exceptional like-minded brands, media and organisations, and organises crossover exhibitions, creating comprehensive photographic cultural experiences that are aimed at the public. Aside from working with galleries and museums, BROWNIE also works with breakthrough designer spaces and platforms that are passionate about artful lifestyle. Our exhibitions would be directed by international curators and our avant-garde photographers, allowing more people to interact directly with them and their work to understand the photography culture. C.3.2 OUR POTENTIAL PARTNERS: Media – IDEAT, LEAP, MODERN WEEKLY, KINFOLK Brands – MUJI, THE-MIX-PLACE, ELITE BOOKSTORE Real Estate Developers – K11, ANDAZ HOTEL
WHAT WE CREATE
C.4 INDEPENDENT PHOTO BOOKS Photo books created by BROWNIE are more than just another form of photography. Brilliantly and alluringly designed, these books offer a way to have a look into the artist’s personal life and experiences from different perspectives. C.4.1 OUR POTENTIAL PARTNERS: BANANAFISH BOOKS: Specialises in promoting design and art related independent publications in China, establishing the idea of a “self-publishing house”. They mainly publish visual art books, which are either handmade or of limited editions, in order to promote an independent publishing culture, as well as the distinctive Risograph printing technique. SAME PAPER: Established in Shanghai in 2013, SAME PAPER is one of the most celebrated artist book publisher in China. They publish books about photography, contemporary art and other diverse topics.
WHAT WE CREATE
C.4 INDEPENDENT PHOTO BOOKS C.4.2 DISTRIBUTION CHANNELS Independent photo books under BROWNIE would be distributed across the world along with BROWNIE MAGAZINE. ONLINE DISTRIBUTION: Official website of BROWNIE MAGAZINE and WEIDIAN OFFLINE DISTRIBUTION: Like-minded design shops, boutique hotels, bookstore chains, cafes and art spaces. We are currently negotiating with over 80 possible locations, across the world in more than 30 cities, from Shanghai, Beijing, to New York, Berlin, London and Amsterdam.
WHAT WE CREATE
OUR OPPORTUNITY
O.1 OUR OPPORTUNITY O . 2 B E H AV I O U R A L S T U D Y
OUR OPPORTUNITY
O.1 OUR OPPORTUNITY In the past 3 years, China’s middle class has already dominated the consumer’s market, and until 2015, it has reached its population peak, which makes it the biggest middle class in the world. It is also estimated that China’s middle class would skyrocket in the next 5 years. Capital investment and branding operations are now entering the art and design field while popular international exhibitions, such as the West Bund Art&Design, PHOTO SHANGHAI, ART021, as well as the exhibitions of Monet and Dali are attracting more and more attention and involvement.
OUR OPPORTUNITY
O.1 OUR OPPORTUNITY PHOTOGRAPHY, AS AN EASY SPREADABLE ART FORM, IS EXTREMELY DIVERSE IN ITS EXPRESSIONS AND CONTENTS, therefore extemely popular amongst the public. This year’s PHOTO SHANGHAI, founded in 2014, attracted over 60,000 visitors. It was also covered by over 700 media partners and more than 100 TV channels, and became the most influential art exhibition held in the Shanghai Exhibition Center in the past 3 years. Alexander Montague-Sparey, the art director of PHOTO SHANGHAI, concluded his observation of the art market with 3 key points, claiming that “photography”, “art fairs” and “China” would currently represent the 3 biggest opportunities for contemporary art. Furthermore, Scott Gray, CEO of World Photography Organisation, is helping Chinese artists to be better known internationally in order to influence contemporary photography. The Chinese middle class is actively taking part in the trend of pursuing an artful lifestyle - they are very passionate about new quality contents and aesthetics, thus making them extensively influential. HOWEVER, SUCH CULTURAL PRODUCTS AND EXPERIENCES ARE STILL MISSING IN CHINA.
OUR OPPORTUNITY
O . 2 B E H AV I O U R A L S T U D Y In October 2015, BROWNIE’s marketing team carried out an extensive behavioural study on 6000 consumers in 200 cultural spaces (including design shops, 4A advertisement agencies, internationally recognised media companies, shopping malls, boutique, cafes, etc.) in Shanghai and surrounding areas. The research shows: O.2.1 INFORMATION AND PRODUCTS RELATED TO ART AND CULTURE RANK 2ND IN THE LIST OF INTERESTED TOPICS
6250 5000 3750 2500
3K
4 K 3.9 K 4 K 4.1 K
5K 3K 1.3 K
1250
1.5 K 0.5 K
$
others
OUR OPPORTUNITY
O . 2 B E H AV I O U R A L S T U D Y O.2.2 60% OF PARTICIPANTS SEE ART AND CULTURAL CONSUMPTION AS A SYMBOL OF RAISING ONE’S LIFE QUALITY
6000
5K
4500 3000 1500
3K 1K Luxury
O.2.3 MORE THAN 60% OF PARTICIPANTS ARE WILLING TO PURCHASE ART PHOTOGRAPHS, BOTH ONLINE OR OFFLINE, AS HOME DECORATION AND GIFTS FOR FRIENDS
2K
2400
Travel
Art
Handicrafts
2.4 K
2K
1800 1200
1K
0.7 K
600 No
Yes Offline
Yes Online
Yes Off+Online
OUR OPPORTUNITY
HOW WE MAKE IT HAPPEN
H . 1 B R A N D C O L L A B O R AT I O N H.2 IN-DEPTH MEDIA EXPOSURE
HOW WE MAKE IT HAPPEN
H . 1 B R A N D C O L L A B O R AT I O N H.1.1 INDEPENDENT / COLLABORATIVE CURATION Multi-disciplinary, cross-over exhibitions organized by BROWNIE’s international curators from different industries, which will take place in like-minded design spaces and lifestyle platforms, allowing more people to interact directly with the photography artists and their work. POTENTIAL COLLABORATORS: K11, THE-MIX-PLACE H.1.2 BROWNIE x BRAND EVENTS BROWNIE is establishing longterm, extensive collaborative relationships with premium, influential, avant-garde brands. These collaborative projects’ aim is to promote art photography and its culture. POTENTIAL COLLABORATORS: MUJI, ELITE BOOKSTORE
HOW WE MAKE IT HAPPEN
H . 1 B R A N D C O L L A B O R AT I O N H.1.3 PARTICIPATION IN ART, CREATIVITY AND DESIGN EXHIBITIONS BROWNIE will also participate in international art fairs that are widely influential, as a way to further showcase our brand and signed artists in order to enhance the artwork value. POTENTIAL COLLABORATORS: PHOTO SHANGHAI, ART BASEL HK, ART021 H.1.4 UNDEF/NE’S OWN PROJECTS Currently, UNDEF/NE has 3 independent creative brands and projects that are connected with 100 creators around the world. BROWNIE, a brand under UNDEF/NE, would benefit from this in terms of resources and relations, which is favourable for the promotion and the growth of the BROWNIE brand image.
HOW WE MAKE IT HAPPEN
H . 2 IN-DEPTH MEDIA EXPOSURE H.2.1 EXTENSIVE CONTENT COLLABORATION BROWNIE will be collaborating with influential media platforms, specialized in art, design and lifestyle, with quality contents, in terms of in-depth features, interviews, work showcase and promotional articles. POTENTIAL COLLABORATORS: IDEAT, DESIGN BOOM, LEAP, AD, KINFOLK, ETC.
HOW WE MAKE IT HAPPEN
H . 2 IN-DEPTH MEDIA EXPOSURE H.2.2 COLLABORATION IN IMPORTANT PROJECTS BROWNIE will be collaborating with media partners, and participate in international art fairs that are widely influential, include PHOTO SHANGHAI, Art Basel HK, West Bund Art&Design and more. POTENTIAL COLLABORATORS: MODERN MEDIA GROUP, TRENDS GROUP.
HOW WE MAKE IT HAPPEN
H . 2 IN-DEPTH MEDIA EXPOSURE H.2.3 MEDIA PARTNERS BROWNIE’s team has extensive professional experience in media promotion as well as ample resources, collaborating with over 80 websites, 200+ self-media and over 500 mass media organizations in long term and in all directions with the focus on the content and in-depth cooperation.
HOW WE MAKE IT HAPPEN
OUR BROWNIE TEAM
SOME PEOPLE LOOK FOR A GREAT HAPPENING, WE MAKE IT HAPPEN. Our BROWNIE staff emerges from UNDEF/NE, a creative lifestyle media platform based in Shanghai. We are creating expressive content to provide unconventional experiences. Our 400 sqm space houses fresh ideas, design concepts, contemporary art and innovation culture. We want people to feel inspired when experiencing our way of life and interacting with our projects. Founded in 2014, UNDEF/NE has more than 100 artists from all over the world and 3 influential innovative projects in its portfolio.
OUR BROWNIE TEAM
WE ARE OFFERING YOU
OUR RESPECT BROWNIE respects every single photographic artist and their work. Each and every signed art photograph from BROWNIE is issued and framed according to gallery standards. We work closely with the photographers by communicating intensively and respecting their creative concepts, in order to let the audience truly experience and understand the photographic art. AN EXHIBITION The substance of BROWNIE is to present photographic themed work as well as performative expression. Thus, we are planning and holding at least one independent exhibition or group exhibitions for every signed photographer in different public spaces, letting the audience engage, communicate and experience with the artwork and the photographic artist.
WE ARE OFFERING YOU
APPEARANCE IN OUR MAGAZINE AND/OR BOOK BROWNIE offers at least one feature for every signed photographer in our BROWNIE MAGAZINE or PHOTO BOOK with a worldwide release and sale. BRAND CAMPAIGNS + HIGH FREQUENCY MEDIA EXPOSURE BROWNIE will be hosting at least 5 brand campaigns every year, presenting them in a distinctive form with more extensive influence for every signed photographer and print. SHARED PROFIT BROWNIE would be focusing on respecting the value of the photographs and improving the popularity of our signed artists in order to achieve the mutual sales target. The profit will be shared according to a standard agreement.
WE ARE OFFERING YOU
art photography