WINDOW | THOM BROWNE

THOM BROWNE PRESENTED BY: ASHLEY CHAN & SHUANG YUAN

WHO IS THOM BROWNE? “Thom Browne dresses like an insurance adjuster circa 1957, eats the same breakfast every day, and wears pants that are way too short.”

-Amy Larocca, New York Magazine • N ew York City-based designer for menswear & womenswear • 2 003, started namesake label & opened a men’s made-to-measure store • 2 006, won the CFDA “Menswear Designer of the Year” award • 2 008, began a collaboration with Black Fleece by Brooks Brothers & Harry Winston Men’s jewelry • 2 011, showed SS 11 Womens RTW collection in New York • 2 012, won the “National Design Award” from the Cooper-Hewitt National Design Museum • 2 013, won the CFDA “Menswear Designer of the Year” award

OUR CONCEPT Thom Browne’s creative aesthetic is unparalleled by most and his creations are presented in the most theatrical exhibitions. He is famous for his men’s tailored suits, though he does create some interesting pieces for his women’s collection, which is what we are choosing to focus on for our store design. We wanted to bring the extravagance of his Spring 2015 Ready-to-Wear show set to life in our window, since that is the collection that is going to be sold in our store. This season, his women’s collection is a representation of a combination of restraint and excess. This idea is presented through simple silhouettes made up of trouser suits, jackets, and skirts, but constructed with the most excessive fabrics that are multidimensional and exaggerated. The looks were presented on a manicured lawn set with models as lawn décor, each demonstrating a type of summer activity—sailing and butterfly collecting. We wanted to bring this verdant scene into our window as well as into an entire room within our store, so customers who didn’t attend the show could experience the lavishness of a Thom Browne presentation.

CONSUMER INFORMATION

Type of store: Designer Market: Japanese Store location: Aoyama, Japan Market: Womenswear Classification: sportswear separates, outerwear, etc.

Consumer: Experiencers & innovators; have the resources to indulge in their strong will for creative expression of style & taste

THOMBROWNE BROWNE THOM CONSUMER PROFILE consumer profile

NAME: Asuka AGE: 27 STATUS: Single LOCATION: Tokyo, Japan OCCUPATION: Editorial stylist for GQ Magazine HOBBIES: Cruising the city on her motorcycle, visiting contemporary museums

KEY WINDOW LOOK

• • • •

traditional tailored silhouette typical of Thom Browne layered look interesting choice of fabrication & colors innovative accessories: -t-shirt twisted into turban -butterfly shaped eyewear

WINDOW DESIGN

• closed window • adjustable lights on a track system to allow flexibility in lighting options • warm white lighting • mannequin looks realistic in beige skin-tone color • recycled marble pedestal from the set of the SS15 show • animal creatures crafted out of thick white cardstock • clouds are made of thick white cardstock suspended from ceiling with clear wiring • wooden panels are installed to create angular shape for backdrop • graphics are painted onto wooden panels

STOREFRONT VIEW

Exterior is composed of sheet metal with the window taking up majority of the wall to create a captivating visual for consumers.

COLOR PALETTE & INSPIRATION

In the Car (1961), Roy Lichtenstein Inspired by the post-modern influences that dictate the interiors of Thom Browne stores, we decided to incorporate the inspiration of some post-modern art for the backdrop of our window display.

MOOD

The mood behind the store layout & how we want our customers to feel.

-1950’s -office workspace

-formal -calm

-open space -nostalgic

50 feet

40 feet

LIGHTING

Outdoor path lights will be placed amidst our blue turf grass to light up the room when darkness falls & sun no longer shines through glass walls & ceiling.

Strip lights that emanate warm white lighting decorate the interior of our store to create a surrounding much like an office setting.

FURNITURE Post-modern, retro furniture selection is carefully chosen to add a cozy & comfortable feeling to an otherwise cold atmosphere of the store interior.

Dunbar Slipper Chair Beaubourg Chair, France 1968 Bookshelf w/50’s silhouette

Gio Ponti Seating, Italy, 1966 Gio Ponti Desk, Italy, 1950

FIXTURES & HANGERS

• • • •

fixtures are simple black wooden hangers hangers are kept equidistant apart only 1 size of each style of garment is represented on the rack

KEY ITEMS FOR THE SEASON Outerwear

Key Trends:

• tweed • floral prints & appliqués • tailored looks

Skirts

KEY CLASSIC ITEMS Cardigans

Key Trends:

• classic silhouettes • Thom Browne stripes • ankle length trousers

Tops

Bottoms