PROPOSAL PRADA STORE INSTALLATION / FAR NEARER PLATFORM //
SOFIA AMARAL COELHO
FASHION PROMOTION AND IMAGING UNIVERSITY FOR THE CREATIVE ARTS EPSOM YEAR 3 2015/2016
‘In order to more fully understand this reality, we must take into account other dimensions of a broader reality.’ John Archibald Wheeler
_PHYSICAL AND VIRTUAL SPACE IN A RETAIL CONTEXT
Physical space has been overtaken by virtual space since consumers rapidly prefer to shop and browse online within a calmer, more comfortable setting. Virtual space offers convenient and accessible purchases that can be easily delivered at home or picked up at a store. Virtual space, however fails to provide a personal experience and understanding of the brand culture that can be found in physical space. Nevertheless, the percentage of in-store purchases is still superior to online purchases, which signifies the potential of the physical experience. Often rewarding, the in-store experience aims to connect with the individual. A virtual experience can sometimes feel even more vague than a trip to a large store where a sense of the individual is lost. Even though digital retail utilizes various data gathering techniques that can cater to the individual’s preferences, the virtual experience will always lack the real, physical connotation.
forefront of collaborations between art, technology, space and fashion. These installations celebrate the possibilities of physical, palpable space by showcasing possible illusions that would not be as impactful online. Even though newfound digital spaces are reshaping the future of fashion, brands still find it challenging to represent their ethos online. This exciting relationship between physical and virtual retail requires a successful representation of the brand online. The second part of this project proposes a platform that aims to connect the digital and the physical by documenting and sharing installations via virtual reality, further connecting the brand with the consumer.
This project aims to respond to both spaces necessities and obstacles, whilst keeping the physical as a priority. The first part of the project proposes five instore installations for Prada who is at the
i1 Aerial Line Floor
PRADA /
Prada’s recurring concern with space, both physical and digital, echoes my personal interest for the area. The brand’s focus on surrounding spaces over the years has led to interesting, leading fusions between fashion, art and space. Architecture firm OMA, who has collaborated with Prada for many years, constantly depicts physical existing spaces past its palpable notions, generating spaces which defy preconceived restrictive conceptions. Prada’s permanent and temporary spaces often question the power of manipulation, perception and contrast.
PRADA /
Prada Women’s SS 2015 Runway Show Prada Men’s SS 2008 Runway Show Prada Epicenter, Los Angeles Prada Men’s and Women’s FW 2014 Runway Show Prada Men’s SS 2009 Runway Show
FOCUS /
Succeeding the research on multiple Prada events, runway shows, exhibitions and physical stores, I outlined their main focuses and later edited it down to suit my own objectives for this project.
experience forms
3D geometrics
flat/structure
negative space intimate
dimension
volumes proportion manipulation real/fake
INITIAL EXPERIMENTATION _HUMAN BEHAVIOUR _PROJECTIONS _FILTERS
EXPERIMENTATIONS /
The human behaviour within a constricted space was studied by observing the path of four distinct viewers inside a gallery. The experiment gave insight to the variable distance the viewers kept from the art work. The layout of the space influenced their path and exposed bare, neglected areas which would have had a substantial impact in a retail context.
EXPERIMENTATIONS /
Considering physical spaces have clear dimensions and edges, I experimented with simulating the same limits in a digital context. The presented images explore dimensional values in a flat digital surface.
EXPERIMENTATIONS /
Following the previous experiments, a series of projections were produced after digitally duplicating the designs in an anaglyph colour-way; which then gained added real dimension whilst viewed through a pair of 3D glasses. This experiment was particularly successful since it physically allowed me to bend and modify the lines to suit and outline the space.
EXPERIMENTATIONS /
Part of my focus on this project revolved around the relationship between concealing and exposing. The red filter consumes the lighter objects behind only allowing the viewer to fully gain recognition once they walk around it.
PRADA STORE INSTALLATIONS _EXECUTITION _PHYSICAL MODEL
LOCATION /
6-18 Old Bond St, London
The following installations have been proposed considering the existing colour and material scheme.
A five element proposal of in-store installations is presented to offer the consumer with a lasting recognition past the physical ephemeral shopping experience. Brand’s relevant demand of cultural responses to meet with the active consumer is also acknowledged. Each installation defies the surrounding space through perception, manipulation and dimension, showcasing the possibilities of real space which can be as intriguing as the digital. The installations will convey a real sense of presence that merges digital possibilities.
Natalia Stachon, Vertigo, 2009 Thea Djordjadze, She Didn’t Have Friends, Children, Sex, Religion, Marriage, Success, A Salary Or A Fear Of Death. She Worked, 2012 Martin Gropius Bwau, Urban Realities: Focus Istanbul
1 CONSUMING FILTER
INSTALLATION 1 /
INSTALLATION 1 /
The initial installation, which is to be located at the beginning of the store facing the entrance of consumers, requires a large acrylic tinted sheet that will conceal the shapes behind. Clothing rails in clear acrylic accedes the consumer to only see the pieces of clothing from the front which will appear to be suspended. As the consumers turn around the piece they will be surprised by existing forms behind that were once concealed.
The presented references demonstrate the magnitude and how the large sheet is secured due to a lower significant base.
Armando Andrade Tudela, Untitled, 2010
INSTALLATION 1 /
Side view wireframe of the filter base. The base plays with perception as it appears to be an equal sided object from the front but presents extrusions once past the sheet. It also stands as a magnificent purposeful piece. The acrylic sheet fits into the base and creates a light distortion precisely where they meet.
INSTALLATION 1 /
Front view of the installation.
INSTALLATION 1 /
Side view of the filter.
INSTALLATION 1 /
Side view of the filter with clothing rails behind that seem to disappear.
INSTALLATION 1 /
_CLOTHING RAILS
Fiona Banner, Work 1 (detail), 2013 Studio Eric Degenhardt, Clothes Rail Klemens Schillinger, Oneline
INSTALLATION 1 /
Two types of simple, yet visually strong clothing rails showcase the items. The existing angles allow for different perception points and add another interest to the space.
INSTALLATION 1 /
Example pieces from Prada’s SS 2016 collection that were utilized in the visualization of the project.
Chris Fraser, Points, Line, Planes, 2011 Massimo Uberti, Never Off, 2011 Storefront for Art and Architecture Chris Fraser, Camera Obscura
INSTALLATION 1 /
_LIGHT FEATURE
Laser references for added feature.
INSTALLATION 1 /
As an added feature, I would like to include projections that would transform as the consumer walked. By exploring human behaviour and traces, the projections would hover over the area of the installation and hold still in certain spots. The projections would connect certain points in the area like the clothing rails and the actual physical edges of the room.
INSTALLATION 1 /
acrylic, steel, wood, concrete plaster, projector
Felice Varini, Villette Ă Bordeaux
The second experience plays with literal perspective notions. Contrary to the other proposed installations this particular one acts as the most discreet one even though the utilized material is highly reflective. Discreet in the sense that it is meant to catch the eye of the consumer whilst roaming through the store. The ideal placement for this installation would be the area with the least amount of activity in order to reverse exactly that.
INSTALLATION 2 /
2 ALTERED VIEWPOINT
INSTALLATION 2 /
Prada’s Foundation in Milan works as the ideal reference for this installation. The Foundation as a physical, permanent symbol of Prada’s ethos raises interest in the consumer which may or may not recognize it. The recognizable window represents the building and is framed by actual existing lines. The print conveys a linking point between spaces far apart. It will be a pleasing touch for the ones who recognize it and the ones whose curiosity is aroused.
Fondazione Prada, Milano
INSTALLATION 2 /
Front view wireframe. Correct proportions when viewed from a specific point.
Side view wireframe. Demonstrates the distortion of the lines when seen from a different angle.
INSTALLATION 2 /
gold leaf stencil
Identical material to the iconic building to perpetuate recognition. Laser cut for precise lines and application.
INSTALLATION 2 /
Model of the installation.
INSTALLATION 3 /
3 INFINITY BOX
A mirrored polygon displays a shoe from the last collection. Ample size allows consumers to peek in and observe the numerous reflections. This installation has possible social media potential as it will be an intriguing piece that consumers can photograph and share.
Numen / For Use, N-Light Membrane, 2011 Michelangelo Pistoletto, Mirror Rays, 1973 Kao Jedrenje
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INSTALLATION 3 /
Wireframe of the mirrored polygon. The base and the level of the mirrored structure can be noted. Similarly, to the first installation this object invades space with its significant protruding physiognomy; benefits from the different angles it can be observed from. The mirrored inside also plays against real physical perception since it converges to a specific point that can be noticed once the consumer peeks in.
INSTALLATION 3 /
Render of the polygon. It Is possible to assess the effect of the various angled mirrors.
INSTALLATION 3 /
Development of the acrylic base.
grey opaque acrylic, mirror, light bulb, steel
INSTALLATION 3 /
Side view of the base.
INSTALLATION 3 /
Aerial view of infinity box with shoe displayed.
INSTALLATION 4 /
4 PROGRESSIVE LINES
The fourth installation explores the perceptional possibilities of the translucent. Similarly, to the second installation, it is also quite discreet. Much toned down in colour but its magnitude denounces it in the space. The presented imagery exemplifies both the support for the filter as well as the effect of a light printed layer in front of a darker background. This installation is composed by a filter support and a plinth exhibiting a bag.
INSTALLATION 4 /
Side view wireframe of the filter support
INSTALLATION 4 /
INSTALLATION 4 /
Front and side view of the bag exhibitor. The scored pattern mimics the details of the bag. The scoring is best viewed when a darker shape is behind, in this case a bag. A subtle hole reveals the handle of the bag.
INSTALLATION 4 /
dark grey tinted acrylic, clear acrylic
INSTALLATION 5 /
4 OPTICAL FLOOR
Prada Epicenter, Los Angeles Rachel Whiteread, Untitled (Stairs) Game Store
A set of dual angled stairs explores the notion of volume and perspective. The steps in specific correspond to the same design of the paradigmatic staircase of the Los Angeles Epicenter. The dual angled design conveys a sense of dimension and amplitude, and once again connects two distinct physical spaces.
INSTALLATION 5 /
Stencil of the staircase. It is visible that the setting creates two distinct orientations. This installation can be placed right after an existing staircase to perpetuate continuity and even cause some apprention by the consumer who feels the need to take a second look. It again, benefits from the multiple angles that it can be observed from.
INSTALLATION 5 /
The following mock-ups demonstrate the possible placement and distortion of the forms. A discreet colorway can add a soft interest, as a more darker one can add to the interpretation that there is a hollowed surface.
Prada has previously produced a catwalk show (as shown in the image below) with heavy signalled markings on the floor to guide models and the audience. The usage of common signals can produce some interesting traces in-store as they are effectively guiding the consumer to certain areas. They would stand under Prada’s direction: sophisticated, occasional and precise.
INSTALLATION 5 /
_PREDETERMINED PATHS
FAR NEARER /
FarNearer responds to the current significant demand from consumers for a multichannel experience within fashion and space. Far Nearer celebrates the physical space and its characteristics without disregarding the pronounced importance of digital. Therefore, it targets the best qualities of each to create a unified bond. The platform focus on creating a lasting experience with the consumer in favour of a prolonged relationship. Technology appealingly allows to create spaces that present fashion in different ways. FarNearer intends to attenuate the difference between the tangible in-store experience and the vast online one. The platform also serves as a database for temporary spaces that can be revised and experienced later on. Today’s transition to experiencing art online whether for curational or cultural purposes is then responded. FarNearer also stands as a great provider of empirical data that can be utilized to improve the experience in-store.
ww.farnearer.businesscatalyst.com
FAR NEARER /
_DESKTOP VERSION
Sitemap overview. Divided into art, fashion, world map, streaming, social media and subscription.
FAR NEARER /
FAR NEARER /
The first/latest experience opens up a preview of the installations and a link to the project proposal.
FAR NEARER /
The installations will me made available to the public via images and virtual reality which will convey an immersive quality.
FAR NEARER /
_DESKTOP VERSION
Coming soon experiences are represented by imagery, short clips and animations.
FAR NEARER /
FAR NEARER /
_MOBILE VERSION
Mobile version overview. It behaves similarly to the desktop version.
FAR NEARER /
FAR NEARER /
_GOOGLE CARDBOARD
The FarNearer platform is further explored on mobile with conjunction with Google Cardboard. An accessible, reliable accessory that brings virtual reality to a broader crowd. The presented mock-up exemplifies how the mobile version works in landscape mode and directs the viewer to place the phone in.
FAR NEARER /
_VISUAL IDENTITY
The visual identity of FarNearer reflects today’s digitally influenced trends. It is highly interactive and encourages the viewer to fully explore the site. The logo of FarNearer communicates the multi dimensional nature of the project, it creates dimension on a flat screen. The dark background grabs the viewers’ attention since it is used to seeing mainly white websites. Bright colourfull type highlights and captivates the viewer. Inside the Art and Fashion tab, a particle like animation moves through the screen. It resembles the human behaviour lines seen previously at the gallery studio and also signifies the constant activity of the site. Classic Helvetica Neue font tones down the playfulness of the other elements and keeps the integrity of the website.
_headline typography Helvetica Neue Bold ABCDEFGHIJKLM NOPQRSTUVWXYZ
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// | __ = _body text typography Helvetica Neue Medium ABCDEFGHIJKLM NOPQRSTUVWXYZ // | __ =
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