HERMES X SIMS
introduction The COVID-19 pandemic has increased the proportion of online retail. According to the Office for National Statistics, 35.2% of retail sales in 2021 was attributed online in the UK. Technology has impacted various aspects of our daily lives, it has made the fashion industry accessible. This collaboration between Sims X Hermés promotes digital fashion by merging video games and luxury fashion together. Released in 2000, Sims was founded by Will Wright and developed/ published by Maxis EA (Electronic Arts). This nostalgic and strategic life simulation video game allows players to escape reality and create their own. Founded in 1837 by Thierry Hermés, this luxury brand is best known for its expensive and exclusive bags. In likeness to Hermés, the Sims X Hermés bags will be completely exclusive. This collaboration will provide consumers with an ultimate and unforgettable life simulation experience that will attract consumers from both Sims and Hermés. With this collaboration, consumers will be able to have physical and digital fashion.
HERMES X SIMS
themes: modern luxury HERMES X SIMS
target consumer FASHION LOVER - GAMES - HANDBAG COLLECTOR - HERMES CLIENT - LUXURY LIFESTYLE - MOODBOARD
HERMES X SIMS
2050 The future of fashion lies in the hands of technology, the more advance technology gets the more high tech fashion gets. With predictions for 2050 incudling: 3 dimentional clothing, wearable technology and garments that are constructed from 3d printers, the fashion and tech world will collide to create a new era of fashion. In the years to come fashion will take a more stripped back approach toward the making of clothes but using what now seems to be the most advanced technology there is but in the future will be readily available in almost everyone’s households. The shopping experience is expected to get easier as everything gets smarter, the shop window will transform into a more homepage vibe where you will be able to shop for things and have them delivered to your home there and then. Shops will have a combination of human and robot sales assistants that will provide a more personal experience rather than their aims as workers being sales driven. 3D printers will be a staple in every home meaning clothes will be personal and tailored to ourselves bringing in more individual style and exclusivity. 3D is also something that we will see on the runway. There are also predicted to be machinery to convert bacteria into accessories, yes, bacteria. Owning a bio-fabricator machine means that bacteria like mushrooms and animal protein can be made into clothing without actually having to harm any animals in the process of doing so.
HERMES X SIMS
synopsis of launch event The Sims x Hermés collaboration will see innovative and technically advanced techniques applied to the fashion capsule. As the generation we live in continuously enhances in terms of experimental production within technology, it is the goal of the collection and launch to succeed this. A game that is loved internationally by a variety of different age ranges and demographics; (The Sims), and from unique walks of life, will be enabled in order to merge reality into the game (and vice versa). The Sims x Hermés event and experience will have interactive elements and things of which consumers enjoy such as; charting topping music, game rooms, VR experiences, and a mini stage. Consumers are invited to experience the light show installation of which was curated in collaboration with Marcus Lyall, as well as appreciate fashion gaming based aesthetics that which not only reflect Hermés but also the Sims, from things up to the bags and collection of which was curated available for consumers and fashion lovers to witness and see first hand exclusively, these of which will be available for purchase As well as magazines of which serve can be deemed as ‘souvenirs’ so, consumers are able to take a memory and collectable memoir of The Sims x Hermés collection home with them. Vibrant hues of colour will be part of the visual interactive experience, colours of which are reminiscent to The Sims game itself, for example; green, pinks. Even smaller details like the green ‘Sims Diamond’ logo of which is a trademark logo for the Sims, this of which will be seen across the technically fashion based project. Allowing the fashion and gaming world’s bridge to be aided and taken just that extra step further whilst curating an ground breaking collection that consumers can apply and wear within every day. Just by allowing their imagination, creative passion, and desire to indulge in a ‘fantasy - reality world’ by the collections creative outlets that were specifically made for the consumers
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press release The Sims x Hermés launch sees the iconic video game meet with the luxury fashion retailer to bring you a new Sims Game Pack and Hermés in store collection. The Sims x Hermés is the latest visionary campaign that brings a futuristic and cutting edge style to the legendary fashion house. The bright tones of Hermés’ piment, orange, ambre, bambou, navy and anémone combine with the bold purples, blues and greens of the Sims 4 to bring a new contemporary style to the classic Hermes products. In addition, The Sims x Hermés gives the opportunity for budding digital designers to personalise and create their very own Birkin bag in game. 10 designers will be short-listed and invited to the Sims x Hermés launch event where 3 individuals will be crowned the winners and receive their designed bag. This exclusive launch event sets the tone for the two week long collaboration which will see The Sims completely renovate and re imagine the Hermés New Bond Street Store through a fully immersive and interactive experience. The shop windows will be transformed into digital screens which transform you into your very own Sim that mirrors your every move. Alongside the new collection, there will also be VR experiences, DJ sets, photo booths, competitions, magazine customisation stations, allowing the consumers to be fully immersed in the Sims x Hermés world.
HERMES X SIMS
the sims x hermés game Consumers have all the power. They can create their own customised Birkin bags and even customise their own Hermes stores. All in Sims. The mockup images presented show what the The Sims x Hermes video game will look like. This cross media collaboration, gives the opportunity to Sims fans to create their dream world but also their dream shop. As mentioned in the Press Release “10 designers will be short-listed and invited to the Sims x Hermes launch event where 3 individuals will be crowned the winners and receive their designed bag”.
HERMES X SIMS
game MOCKUP - SIMS - HERMES - DESIGN
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INSIDE OF THE GAME VISUALS - DESIGN - INTERIOR - EXTERIOR
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product
For our launch event taking place at the Hermes flagship store in New Bond Street, we will be showcasing the new Birkin Bag designs. Alongside the launch of the bag, we will also be introducing a collaborative clothing collection, inspired by the Sims. The collection and bags will be displayed throughout the space for consumers to purchase at the event. In addition to this, there will be multiple personalization screens where consumers can easily personalise their own Birkin bag.
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clothing collection HERMES X SIMS
FRONT
BACK
TROUSERS
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FRONT
BACK
clothing collection HERMES X SIMS ICONIC BOMBER JACKET
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competition Ahead of the event, there will be a free design competition held. This will allow customers to customise and design their dream Birkin bag. These bags are customisable on the sims game or app. The duration of the competition will be two weeks to create a buzz. Through social media platforms such as Instagram and Tik Tok, a poll will be held for consumers to vote for their favourite designs. From that poll, 10 designers will be shortlisted and invited to the launch event where the winner will receive their personalised bag. The top 3 candidates will receive a sims x Hermes collaboration Birkin bag.
DESIGN COMPETITION ENTER THIS FREE COMPETITION FOR A CHANCE TO WIN A BIRKN BAG TO FIND OUT MORE INFORMATION VISIT https://www.ea.com/en-gb/games/the-sims
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packaging CLASSIC HERMES PACKAGING - STICK TO BRAND- NEW SIMS COLOURWAY
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packaging When purchasing their items on the second floor of the space, the consumer will receive a digital magazine, put in a luxury Hermes X Sims box which will then be in the Hermes X Sims inspired suitcase made out of recycled plastic that acts in place like a shopping bag.
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magazine
Launching alongside our unique Birkin bag, we have decided to create a digital magazine that will be available to purchase. The magazine will have a thin screen front cover, that will be interactive for the users to play and engage with. The screen will have a front-facing camera that will be used to make the individual look like a Sim on the front cover of a magazine
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There is also the ability to plug headphones into the thin screen and charge the magazine, the user can listen to a customised Hermes X Sims playlist and charge the magazine with the charger that comes with it. The magazine will feature articles about the new Sims game, the Birkin bag products, the competition and the launch event. This will be given to individuals who are invited to the launch event with the purchase of a bag or piece of the collection.
magazine HERMES X SIMS
environment exterior MOOD BOARD These images show the kind of aesthetic and colour scheme we would like to emulate through the exterior of the Hermes New Bond Street store. Collaborating with Marcus Lyall, we would create interactive light installations both in and outside of the store. This will create a futuristic and innovative feel to the pop up.
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environment Interior MOOD BOARD These images convey the kind of materials, colours and features we would like to have in store. There will be lots of glass panels and displays which sit alongside things like DJ booths, bars, photo booths etc which will all be branded with the Sims and Hermes logo. As well as this, there will be a part of the store which is completely transformed to look like you are in a Sims game, with Sims 4 walls and the option to experience the game through VR. The aim is to make it fully immersive and cutting edge, as we imagine 2050 in store retailing will be.
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magazine DIGITAL - PRINT - SOUVENIR - PR - MOOD BOARD
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dj set SOUND DESK - MUSIC - FUTURISTIC - CUTTING EDGE - MOOD BOARD
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GAMES ROOM MOOD BOARD
VR - AUGMENTED REALITY - CYBERPUNK - FUTURISTIC
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interactive photo booth CHARACTER - PHOTO - AUGMENTED REALITY - PLUMBOB
For the launch event, we will be setting up an interactive photo booth. Party attendees will be given the option of taking a picture with or without their sims character filter. They also have an option of taking a side by side picture with their real selves and their sims character. Party attendees will also be allowed to receive a printed copy of their photo to keep as a memory. This concept is inspired by a KPOP boy band “BTS” who did an interactive photo booth for their concert. It was an engaging and fun experience for the people who attended the concert.
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FLOOR PLAN Throughout the event there will be a variety of activities to partake in there will be a game room that will involve VR technology that will immerse consumers into a virtual Sims world. The user can walk around the Hermes Sims shop and own the shop themselves. There will also be a photo booth where party attendees can take photos with a sim that will appear on the screen, this will be fun and interactive for the consumer. They will remember the event through the physical photo they will get from the photo booth. The event will be party focused and will have a DJ, bar and tables for the individuals to sit and enjoy their drinks at. The main event that will take place will be the Marcus Lyall light show installation. Hermes X Sims are collaborating with light artist Marcus Lyall for a futuristic show that will have a heavy focus on technology and holograms. This show will take place from the centre stage that will be projected onto the whole space for a unique and unusual show.
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BRANDING MOOD BOARD
These sketches show the kind of branding and features that would be seen across the collaboration and at the launch night. Branding is important as not only does it make the event more immersive and exciting, it also helps the collaboration to become more renowned and successful in the fashion world. It will also make the campaign across social media synergetic with the launch and the products.
HERMES X SIMS
marcus lyall In effort to go beyond and above the fashion world and our consumers expectations, our aim is to successfully connect the virtual world with reality effectively bringing fashion to life in a ‘new’ light. Within our Sims x Hermès launch collection, we have ensured that being innovative, boundary breaking, and experimental within the launch is at forefront. As a basis of inspiration, and well constructed development for our collaborative concept, we have decided to partner with Marcus Lyall. Marcus Lyall is a London based artist whom of which has a strong and solidified background within an intriguingly vast number of creative fields, some of these of which include: science fiction, animation production, architecture and hobby electronics. Lyall has always added elements of electrical, and visually captivating constructs into his field of work incorporating: visuals, sound, lasers, and images to transform things such as underused places and environments. His previous artworks and public commissions have been based on. ‘Capturing and amplifying bio - data and performances from the public’. An example of Lyall’s work include commissions such as ‘On your Wavelength’ this technologically immersed piece of work, was a site - specific installation based in Canary Wharf that maps human brain waves in light and music. Continually pushing boundaries, the exhibition also explores ‘gestures and patterns of behaviour’ that Lyall was not consciously aware of, however it was brought to life by the use of ‘vintage oscilloscopes ‘ and through the application of written software.
HERMES X SIMS
marcus lyall All in all, our Sims x Hermès collaboration in partnership with Marcus Lyall can be viewed as ‘form - fitting’ as, the collaborative project explores in great depth how luxury fashion can submerge with the video gaming empire successfully, The inspiration of that has been documented, has been strongly sourced, drawn constructed; with planned concepts now transformed into life form with and from Lyall. The collaboration will allow consumers to have a first hand experience of a captivating and futuristic, new and fresh retail world right in front of them, as consumers and digital creatives / designers will be given the opportunity to get ‘creative and indulge deep within their imagination’ to curate their very own Hermès Birkin bag. This project will showcase strong elements of technology that almost serve as a basis of ‘coming to life’ throughout - with store windows being transformed into digital screens of which can transform consumers into their very own ’Sim Character’. Aesthetics, branding, interior and exterior ideas will all be heavily acknowledged and developed to showcase the greatness of technology and the way in which the world continuously adapts, elevates and evolves whilst be applied to fashion. This collaborative project will ensure it is a ‘game changer’ whilst ‘breaking the norm’ interactiveness is a key asset to success, and this of which will also be included, DJ sets, VR Experiences, to curate and bring consumers into a world in which they have never been before. Within the collaboration elements of the work produced will be reminiscent of Lyall’s work in a unique and ‘stand out’ way due to the concepts curated with Lyall.
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store window HERMES X SIMS
store window HERMES X SIMS
MARCUS LYALL SHOW MOOD BOARD LIGHTS - INTERACTIVE WALLS - COORDINATION - ENTERTAINMENT
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games room MOCKUP
This concept design is for the games room, guests would be able to enter a high tech glass virtual reality pod. Once you enter the pod, you stand on a raised platform and put the VR headset on covering your eyes, launching yourself into the world of sims. You get to experience the new launched game of SIMS X HERMES in the virtual reality pod. This gives customers an opportunity to walk around the Hermes store within the sims world as well as being able to run the store themselves, in their own personal space. This unique glass pod will create a stimulating experience for all with a scent emitting system and weather replication such as sun and wind that matches up with the gameplay.
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games room MOCKUP - INSPIRATION - VR
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3d CAD OF SIGNAGE / PROMO OUTDOOR PROMO - MAGAZINE - VISUALS - MOCK UP
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3d cad of magazine / bag stand USP - BAG - MAGAZINE - VISUALS - MOCK UP
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3D CAD OF DJ / BAR DRINKS - MUSIC - LIGHTS - VISUALS - MOCK UP
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SOCIAL MEDIA MOODBOARD - SIMS
These next two moodboard takes a look at the existing social media promotion of the Sims and Hermes and starts to consider how the collaboration would be promoted. We have already decided that we will promote the launch through the applications Tik Tok and Instagram so we looked at what the companies already did to inspire us. Both companies use the IGTV application to promote new launches and interact with their customers.They also have a clear use of branding and colour schemes across all of their posts.
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social media MOODBOARD - HERMES
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instagram MOCK UP - INSTAGRAM
The collaboration will be promoted on multiple platforms via social media, we plan to use two main avenues to promote the collaboration; Instagram and Tik Tok. The Instagram account will have a focus on promoting the launch event and the main launch product; the Birkin bag. The account will encourage user engagement, through using the Sims filter and will also promote the design competition for users to enter with the chance to win their unique designed Birkin Bag. The winners will be announced on the night of the event.
HERMES X SIMS
TIK TOK MOCK UP - TIK TOK The collaboration will be promoted on multiple platforms via social media, we plan to use two main avenues to promote the collaboration; Instagram and Tik Tok. The Tik Tok account will focus on individuals experience in the store and at the launch event. The account will also promote the design competition and the new Sims game that will promote the user being the owner of the virtual Hermes shop.
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website MOCK UP - WEBSITE
The Hermes X Sims website will be extremely engaging for the viewer. There will be multiple tabs on the website for the viewer to look at such as competition, shop, events, about and game. There will also be social media links for the user to interact with. On the event tab, there will be a 360° virtual tour of the launch event space, similar to google earth, this will engage the consumer to have a more active experience online. There is also the opportunity for the consumer to buy the products on the website. There will be videos of the products so that the consumer can get a real feel of what the product will look like. In addition to this, the user can enter the competition on the website.
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advertisement STORY BOARD - PROMOTION - VISUALS - LOOK AND FEEL
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advertisement STORY BOARD - PROMOTION - VISUALS - LOOK AND FEEL
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BUDGETING REPORT
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BUDGETING REPORT
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feasibility report ETHICAL ISSUES
DESCRIPTION
PROBLEM
SOLUTION
Storefront camera primacy. Individuals who pass by the storefront will be automatically turned into a sims character due to the technology in the display. event where 3 individuals will be crowned the winners and receive their designed bag”.
Privacy & Consent breach
A QR code on the store window that takes viewers to the Sims X Hermes App, and by scanning the QR code members of the public would be giving their consent and their data would be protected. Terms and Conditions of the app and display will also be present.
The VR experience can be very intense, technologically.
Customers might experience side effects or could be confused by the concept of the experience.
Staff should ask about any health problems first then go on to explain the game experience as well as making the customers aware of any short term side effects such as nausea, dry, irritable eyes, headache or eye strain.
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feasibility report TECHNICAL ISSUES
DESCRIPTION
The triggering of the motion activated interactive storefront display
PROBLEM
If people are walking past the interactive storefront window at a fast pace, the sensors may not pick up movement on time and as a result a delay in the interactive storefront window formulating the sims avatar of the person walking by could occur and the avatar may not even show up or may glitch.
SOLUTION
RFID Tags - tags that are used on clothes to set off the alarm, this can also be used to set off lights, sound etc to let people know it didn’t pick up their motion and would need to do it again if they did want their storefront avatar created.
SUSTAINABILITY AND ETHICS ISSUES
Noise Pollution A high quantity of electricity will be used due to the VR experience, lights installation, DJ tools and other displays around the store
Exposure to loud noises could lead to high blood pressure, heart disease, discomfort in ears, sleep disturbances, irritability, and overall can cause a disturbance to the members of the public’s right to enjoy their day.
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SoundProofing the store with sustainable and ethically sourced soundproof panels to reduce/control noise levels at the event, still keeping a suitable level of noise to add to the experience of the event as well as being considerate of the members of the public who are passing by or shopping in the area.
feasibility report OPERATIONAL ISSUES
DESCRIPTION
VR/Augmented Reality Experience in the games room.
PROBLEM
The VR/ augmented reality experience could potentially have a fault or a trip up as technology isn’t 100% reliable. SOLUTION
A thorough practice run and testing of equipment should take place to ensure that everything is working effectively on the day and also a backup of the VR/Augmented reality equipment should be made available just in case anything happens on the day of the event.
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BY GROUP 3 SECOND YEAR FASHION PROMTION
HERMES X SIMS