V I SUAL M E RCH AN DI SI N G TRE N D JOURN AL
2017
This assignment is an ongoing visual communication journal with dated entries that cover a significant trend happening in the world. The following listed journals make one aware as to how luxury brands do not just focus on their products and the quality, but pay equal attention to how those products and accessories get launched. Special attention is paid to the venues, the ambiance, and the set designs, to convey a strong message to the customers about the exclusivity and luxury they enjoy, when they buy the brand product. Whether it is fashion product, perfume or a new flagship store, the brand and its associates leave no stone unturned to create a strong and unique impression on the viewers and the consumers. The following journals show ongoing experimentations among creative collaborations that only add to the exclusivity, aesthetics, and quality of the products.
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G U C CI S S 2018 Ru nwa y s h ow s e ttin g 21 SEP 2017
Gucci has always been progressive and innovative and carries an influential and modern approach to fashion. The luxury brand has redefined luxury for the 21st century and remains unsurpassed for their quality. The brand products signify the acme of Italian craftsmanship with a large attention to detail. The recent event that caught the attention of many was Gucci placing ancient monuments in its 2018 show. After all, one does not expect fashion to get an ancient map of Italy. However, there are no boundaries for the creative director of Gucci, Alessandro Michele. Gucci hosted the most anticipated spring/summer 2018 shows held on the outskirts of Milan, at the Piuarch-designed Gucci Hub. The set design took three weeks to assemble and shows crumbling Roman ruins. The striking blue catwalk was made to look like the Tiber River. The venue was dotted with early medieval structures and maps featuring arches in Egyptian,
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Indian and Aztec styles that filled the backdrop of the show. A collection of pillars and statues are interspersed on the set. Michele’s cartographic style is inspired by the metro’s wayfinding system of Milan and echoes angular yellow and white graphics in the show space. There are 37 arches, pillars and statues, Roman deities, ancient columns, and a scalloped Indian arch used in the set design. There is even a smiling Chinese Buddha, an Egyptian mummy and carved Pharaoh utilized in the set design. The presence of those elements reminds one of the intellectual progress of humankind. The space of the venue reflects different aesthetics with diverse inspirations. The captions of the setting are written into the floor and resemble a modern translation of an ancient map. Imperial Fora from various periods and cultures are placed along the runway of Tiber River. Surfaces s done in bubbled PVC, and use of streetlights create a metropolitan feel. Gucci’s spring 2018 collection celebrates a mix of different cultures such as Aztec, Indian and Egyptian. One can see the influences as one mash-up in the sets as well as the eclectic pieces in the colorful show. The eclectic looks of men and women reminded one of the styles from the seventies to medieval and monastic garb. The show reminds one of the modern fashion and aesthetics displayed among the relics of the past.
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G UCCI Bl oo
Gucci Bloom is the first fragrance for the House and to mark the launch, Gucci celebrated by unveiling a new Art Wall project. A 760-square meter wall in New York City’s SoHo neighborhood and 176-square meter wall in the district of Corso Garibaldi, Milan were used as canvasses for Gucci’s collaborations with artists. Creative Director Alessandro Michele is behind the unique celebrations. The lasting floral fragrance reminds one of jasmine, tuberose and Rangoon Creeper. It is interesting to note that Rangoon Creeper has never been used in perfume-making. The
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ad campaign for Gucci’s New Fragrance is as beautiful as the scent and is filmed in an enchanted English garden. The urban garden concept of Gucci Bloom was expressed by the artist Ignasi Monreal in unique artwork installations. The artist has depicted a giant version of the pink Gucci Bloom bottle and the Herbarium pattern adorning its box-packaging. The artist brings back to life an almost forgotten art form of hand-painted outdoor advertising. Gucci used the event to launch Gucci App that features a
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dedicated section on Gucci Bloom. The section enables the users to read about the Art Wall project and enjoy stories about the fragrance. The US Gucci has stimulated a Snapchat lens that will be available when the New York City wall is made public and will coincide with New York Fashion Week. The designs mark the unique look of the hand-painted outdoor advertising, which is now almost forgotten. Gucci’s new fragrance proves the power that lies within a fragrance and how it embraces one’s individuality and womanhood. The first women’s fragrance released by the designer brand is indeed one of the most beautiful smells ever. The white floral scent transports one to a colorful wild garden that sets you free. World famous retailers such as Harrods in London have dedicated their windows to Gucci and Gucci Bloom. The bottle design is as delicate and feminine to suit the women who wear the perfume. The lacquered perfume bottle reminds one of porcelain and is both retro and tender because of its clean, slender lines.
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Val ex t r a’s late s t de si gn
5 OCT 2017
Valextra, established by Giovanni Fontana in 1937 in Milano, Italy is a name that is synonymous with specialized leather products. The internationally renowned Italian luxury brand creates distinctive shapes and designs for its cosmopolitan and sophisticated customers. Its products carry a timeless style and are made with exquisite craftsmanship and techniques of supreme quality. Most of its creations have become icons of design and historical bestsellers such as the name “24 Hour Bag” or the first ever “Grip” coin purse for men. The company continues to maintain its tradition of excellence and rich heritage. Valextra’s signature Costa treatment can be seen as the black painted edge punctuating the bags.
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16 Valextra’s new collection carries the sophisticated luxury appeal that has been preserved through the years. Designed by the British designer Bethan Laura Wood and titled ‘Toothpaste,’ the collection of rigorous leather bags is inspired by the work of artist Eduardo Paolozzi. The designer was also inspired by the curved typography of M/M Paris, the logo used in 1968 Mexico City Olympics. The collection is a result of a continuation of research and creativity. The brand celebrates its exciting new collaboration with Bethan Laura Wood to toast its 80th anniversary. There is an obsession with perfection and a rigorous approach seen in it is the collection. Two classics from the Valextra collection need special
17 mention. Iside, a rigid-handle handbag gets new handles and clasps while Passpartout, a spacious day bag shows new accessories for the front pocket.Wood’s colorful accessories are done in pastels and candy colors and complement the palette of murky tones and pop jewel hues of the collection. There are three pocket accessories, four clasps and seven handle designs engineered by Wood to create different identities for the bags. Valextra collection has been known for the products’ detailing,’ and clean graphics. The collection can be browsed at the brand’s Milan boutique. The collection is yet another reinvention of the company that is not afraid of conceptual interpretations.
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C al vi n Kle in F lags h ip Sto r e 12 OCT 2017
Calvin Klein roped in Dan Flavin, the American artist to brighten up his flagship store on Madison Avenue. The artist made use of his signature light installations that he called “untitled.” Two decades later, the brand pays homage to its namesake designer and recreate the installation under the guidance of Raf Simons. The objective was to light the way effectively for the new era American house. The store was remodeled from floor to ceiling to celebrate the debut of Simons’ fall 2017 collection. Simons is an established name today. He has inspired an A$AP Rocky single as well as rolled out a campaign that starts the cast of Moonlight. His next stage has to do with
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redecoration, and he collaborates with Sterling Ruby, the L.A. artist to design the set for Calvin Klein Collection. The objective was to give Calvin Klein flagship a makeover. The Madison Avenue flagship location reopened officially with a new layout and design. The store is indeed unique as it looks like a work of art. It is like a scaffolding-filled jungle gym that is filled with mugs by Homer Laughlin and ceramics by Rose Cabat. There is even a mattress laid out on the floor, in a very Vetements-like bedroom move. Calvin Klein’s clothing and accessories are displayed practically as artworks. The scaffolding is covered by a coat of bright yellow paint that symbolizes caution and traffic signs. There are red benches scattered on the floor. Patchwork quilts and textiles add contrast with colors and textures. Benches and shelves are covered in fabric of Ruby’s design while structured hand-
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bags are laid on Formica platforms of the same shades.
Ruby comments that he was thinking about redefining American culture and bring fashions and art together. He took the inspiration from the work of architect John Pawson and designs the store like a construction scene. The walls, ceilings, and shelves of the store are done in a particularly kicky shade of yellow, and the interiors of the store make a sharp contrast with the gray, concrete façade of the store on the outside. There is a blend of fashion, décor, and art in the space as Simons and Ruby take on a new “classic American” touch. The newly designed flagship store reminds one that the America of today is a different one from the prairie days. The bold colors of the shop and its modern designs add to the contemporary aesthetics of the store. The Calvin Klein Collection was renamed by Simons as Calvin Klein 205W39NYC. The purpose was to make a reference to the brand’s roots. One can feel the gritty and industrial presence of the brand’s roots that start from the New York’s Garment District. Simons wanted the store to generate a very immediate and strong physical experience that connects the viewer to its collections in an intimate way. Moreover, he states that he continues to use the language that is visible and carries a physical identity. Making those familiar references creates an emotional connection with the brand.
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D i o r c e le br ate s its 7 0 t h A n n ive r s ar y 17 OCT 2017
Dior Haute Couture Fashion Show in Paris was immediately followed by another exhibition titled “Christian Dior, Couturier du Rêve,” which means “Christian Dior, Dream Couturier.” The biggest ever exhibition from Dior covers 32,000 sq. ft. of museum space. It was attended by celeb Dior enthusiasts and all the famous who’s who of the fashion world. Some names include Bella Hadid, Natalie Portman, Cara Delevigne and Felicity Jones. The visitors got to see the most exceptional gowns from the past, and well over seven decades old. It showcases not just the fashion, but the historic journey of the fashion brand, beginning with its founder, Christian Dior. The journey ends with the current director, Maria Grazia Chiuri. Chiuri is the one who brought together the cultural inspiration of the brand’s history and the designs. The exhibition is not just about fashion, but about time, the artist and the women. As commented by Chiuri, “In some ways, you understand more about time and how fashion changes in the different moments.”. Chiuri is very enthusiastic about the fashion designers today as well as those who came before her.
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Besides exhibition, the Galaries Lafayette Paris Flagship store celebrated the anniversary through in-store installation and window displays as well. The store exhibits the wool Doris coat in navy blue from the original collection in 1947 and the Billet Doux silk dress from 1957. One saw more than three hundred Dior gowns from 1947 at the exhibition, which also showcases designs by Yves Saint Laurent, Raf Simons, Marc Bohan and Maria Grazia Chiuri. There are fashion photographs, sketches, illustrations, letters and other documents exhibited in the displays. The window displays by the iconic brand feature 12 blue silhouettes. The windows are pure chic, and the designs are inspired from the designer’s archives. The blue-themed collection empathizes on the motifs and symbols that have been prominent throughout Dior’s
history. The astrological signs, floral prints, and stars plus the color blue transport one into a different world. The massive balloon under the famous blue dome grabs attention, while the window displays offer a selection of exclusive pieces. Paintings, sculptures and decorative objects embellished display, and many of those works of art have been borrowed from the Louvre museum and the Pompidou Center. There is an intellectual side of the fashion world which is a reflection of the women and the different moments. The ever-feminine
creations displayed in the exhibition are delicate and sheer. The whole celebration including the in-store display and exhibition allows one to escape from the middle of the urban jungle into another world that makes them realize the importance of art and fashion.
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H e r m è s matic L a u n dr e tte po p-u p in M an che s te r 24 OCT 2017
Hermèsmatic Laundrette pop-up in Manchester opened recently in Manchester on King Street. The space covers two floors of a historic building, and the two-story spectacle has been done brilliantly in Hermès orange. It was way back in 1937 that the first silk scarf was created by Hermès. The original 90x90cm style has been interpreted again and again in over 2,000 graphics, colorful designs that are inspired by equestrians. Hermès scarves have been knitted and printed in Lyon since 1948.
Hermèsmatic Laundrette features rows of washing machines and branded washing-up powder boxes. The
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first UK iteration boasts of a spiral staircase in orange. The second floor is furnished with furnished bar stools, kitsch plastic laundry baskets and ultramodern rows of round mirrors. Newly dyed Hermès scarves dot each floor and carry that must-have soft touch, Hermès silk scarfs are well known for. Customers at Hermèsmatic Laundrette can enjoy creating their own designs and add to the brand’s canon. The brand places creativity right in the hands of its customers in New York, Paris, Dubai and Kyoto. Hermès fans can now dye their silk scarves that have been designed by the house. They can go for scintillating shades such as the deep denim-blue to the vibrant fuchsia. It is indeed a playful way of highlighting the heritage of Hermès in the retro-style launderette. The youthful audience feels encouraged to get closer to the creativity of silk scarves that have been passed down through generations. It is indeed a unique effort form the brand to convey its craftsmanship-focused history. The luxury label’s Hermèsmatic pop-up orange is unique. The handrail on the spiral staircase and the steps themselves are done in that unique orange. The washing powder boxes are piled high in the carrot colour. The bright plastic chairs and wash baskets look even perkier and sunny with h tie-dye silk scarves. The newly dyed Hermèsmatic creations are packaged playfully in brown paper bags that have been sealed with an orange Hermès sticker. Once the vintage scarves have been dyed by the customers, they can collect them from the exclusive store of the house within Selfridges’ Exchange Square outpost.
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N ew M an n e qu in s r a n ge f r o m H a n s B o o dt
27 OCT 2017
Hans Boodt Mannequins, the international VM supplier, has launched a new fashion range that carries a doll-like charm. The Zoë Popcandy collection is available in a range of contrasting colors. The new label has been designed especially for high fashion clients who need mannequins that match the exclusivity of their brand and its unique characteristics. Hans Boodt’s Collection label mannequins will get exhibited along with the new range from the brand. The idea to place the two ranges side by side is to appeal to a wide range of buyers, who could be individual retailers or the large retail chains. Hans Boodt’s Collection serves both casual fashions as well as high-end couture. The well-established label offers the retailers a collection of distinctive mannequins that carry a sense of urban cool. Euroshop stand, inspired by the diverse materials around the globe, can find its unique niche in the textures and characters of the
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customized Hans Boodt mannequins. These mannequins focus on current trends not just in fashion and architecture, but also the movies, interior design, and the media. One can expect the unexpected as they come across the use of soft and luxurious materials in mannequins such as velvet and brass in place of the hard and cold textures like marble and glass. This is indeed a unique and contrasting twist one finds in Hans Boodt mannequins. Another special aspect about these mannequins is that they are customized as per the customers’ brands. For example, there are 40+ positions for the Sports collection that have been designed and sculpted, based on different sports. The idea is to match the brand and its business with the help of custom-designed mannequins. 3D modeling and printing techniques are used to create those mannequins or model with precise detailing. Costs are minimized and the consumed time is short, thanks to these modern techniques.
The famous international mannequin producer is bent on taking the extraordinary world of fashion on a higher level with stylish steps. The new range of mannequins is unique and impressive with their striking stand done in a special design with purpose. Visitors are sure to expect the unexpected when they see the new range of mannequins. The Company’s vision is to innovate and inspire the shop window mannequin world, with its creative DNA and endless possibilities with the mannequins in the fashion world. By creating those unique and customized mannequins, it is not just introducing innovation but creating a character too. After all, in this ever-evolving and ever-competitive industry, one needs to be ahead of the game.
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M an s u r G a vr ie l’s N ew H o l i d a y Po p-Up 2 NOV 2017
Mansur Gavriel is world famous for creating Italian made products of high quality that are produced with
great attention to material, details, and colors. The brand founded by Rachel Mansur and Floriana Gavriel creates its designs in New York City. The minimalist brand launched its second retail location in New York City to celebrate its upcoming holiday season. Contained in a 3,000 square foot space, the pop-up store with a pink inside and out indeed looks like a millennial pink dream. The store is aesthetically pleasing and offers a fully immersive shopping experience for the customers. It is like having the dreams come true, as one stands in the
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store, surrounded by pastel hues of pink and top quality products. The shelves and flooring were done in pink make a soft contrast with the brand’s products such as shoes and accessories. The brand’s signature pink colour palette is noticeable from afar. The brand introduces 2017 apparel, footwear and accessories along with its signature leather handbags in the new storefront. Those high-quality leather bags and shoes are inspired by simple shapes and clean lines, thus reflecting a minimal designing. Customers can browse ready-to-wear pieces that have been made from vintage Italian fabrics in the range
of exclusive and limited-edition fashion. Mansur Gavriel exclusive styles are loved by all. There is a perfect balance of practicality with a stylish aesthetic in the brand’s product line. The shoppers and visitors find themselves in an immersive environment, as if in a dream-like world. The beautiful dreamy world transports one to another land, taking them away from their mundane life, even if for some moments.
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Re f e r e n c e s 1. GUCCI SS 2018 Runway Show Setting https://www.wallpaper.com/fashion/gucci-ss-2018-venue-exclusive https://www.gucci.com/uk/en_gb/ 2. GUCCI Bloom fragrance
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http://www.urbanvision.it/en/2017/09/gucci-art-wallhosts-bloom-fragrance/ https://www.windowswear.com/trends/gucci-bloom-celebrate-their-fragrance-with-new-art-wall
3. Valextra’s Latest Design https://www.wallpaper.com/fashion/valextra-bethan-laura-wood-collaboration#209120 http://www.valextra.com/ 4. Calvin Klein Flagship Store https://www.wmagazine.com/story/calvin-klein-flagshipstore-sterling-ruby-raf-simons
5. Dior celebrates its 70th Anniversary http://wwd.com/fashion-news/fashion-scoops/dior-anniversary-galeries-lafayette-10956799/ 6. Hermèsmatic laundrette pop-up in Manchester https://www.wallpaper.com/fashion/hermesmatic-pop-up-manchester#210559 7. New Mannequins range from Hans Boodt
http://www.retaildesignworld.com/news/article/ 59de39971c888-new-mannequin-range-from-hans-boodt https://www.hansboodtmannequins.com/ https://www.hansboodtmannequins.com/explore/entry/ popcandy 8. Mansur Gavriel’s New Holiday Pop-Up https://hypebae.com/2017/10/mansur-gavriel-madison-avenue-pop-up-shop https://www.mansurgavriel.com/
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Vivian Lee FASM 440 Professor Daniel Green