Analyzing Trend | Wanting Yu
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Brand Story
Home
Curation
Story
“ The inspiration behind The Line was to curate a wardrobe of interesting and elevated essentials. The Apartment is inspired by the character that these essentials embody. It is a setting for this person's life and is filled with the things that all have special stories in their own right.” said Vanessa Traina Snow, the founder of The Line Apartment. Snow curated the SoHo loft space with the expert help of set designer Carl Sprague (film credits: Wes Anderson’s The Royal Tenenbaums and the upcoming movie The Grand Budapest Hotel) 2
Retail Brand Summary The Line is a modern approach to retail that places carefully chosen products from established and emerging designers in the intimate setting of a home. The fashion, home, beauty items, and original artwork are chosen based on inspirations from editorial features of The Stories, guided by the dedication to craftsmanship, versatility, and ease. The Line also offers a growing range of online and offline services, including by-appointment shopping, personal styling, interior design consultation, gift registries, and Personal Selections of handpicked items.
Handpick Timeless
Curation
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Home
Handpick
Window Display (the lack thereof)
Danish Design
The store is located on the third floor. From the streets, it’s near impossible to see through the windows into the store. The only form of insight into the retail space is the gold plaque on the facade of the building next to the entrance (see next slide). It details the store logo, store hours, address, and phone number. This creates a sense of mystery and excitement, as well as adding to the feeling of home as an intimate and private space.
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Hidened
Store Entrance The store is housed on the third floor of the building. To get there, pull open this door and it reveals an elevator. Press the button to access the elevator, and once inside, press floor 3. On the third floor, the elevator opens to the living room space of the apartment.
Apartment
The design of this entrance - entering through a residential front door and having to take the elevator to get to the store - completes the feeling of coming home, to the living space of a luxury women living in SoHo New York.
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Personal items
Handpick
Product Display The products are displayed in a way that replicates the setting of a home. So you feel comfortable and at home walking into the space, and not feel as though you’re being sold on the products. You’d find hand cream and perfume that are semi used, a handbag sits on the floor by the window, and clothes draped on metal hooks in the middle of the white wall. However, the products are displayed in a way that is elegant, thoughtful, and beautiful. 6 Analyzing Trend | Wanting Yu | Lisa Chu
Handpick
Ambience/ Mood The music playing in store is relaxing yet energetic, calm enough for a home yet uplifting to retain the feel of a retail space. The space is warmly lit so it feels like an intimate home, yet some areas are more dim to create that sensual feel. The ambience is one that feels more appropriate of a lazy weekend indoors, yet, retains a hint of urban urgency and ambition. This space is the exemplification of dreams, desires, indulgence, and pure luxury.
Home
Minimalism Danish Design 6 Analyzing Trend | Wanting Yu | Lisa Chu
CODE INTIMACY
Signifiers Apartment Handpick Minimalism Danish Design 8 Analyzing Trend | Wanting Yu | Lisa Chu
noun 1.a room or a group of related rooms, among similar sets in one building, designed for use as a dwelling. 2.a building containing or made up of such rooms.
noun 1.Music. a reductive style or school of modern music utilizing only simple sonorities, rhythms, and patterns, with minimal embellishment or orchestrational complexity, and characterized by protracted repetition of figurations, obsessive structural rigor, and often a pulsing, hypnotic effect.
verb (used with object) 1.to pick pick by hand. 2.to select personally and with care. .
1. is a style of functionalistic design and architecture that was developed in mid-20th century. Influenced by the German Bauhaus school. 2.the late industrialisation of Denmark. A living craft tradition with high quality standards was allowed to develop slowly and gradually into industrial production. 3.Danish design had room for the individualists. This trend began to emerge in the 1930s, when the architect and critic Poul Henningsen scrutinised society and agitated for freedom, respect for the individual and a democratic,humanist view of life,
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Archetype
The inspired caretaker Minimalism
All the timeless essentials in The apartment is handpicked by the caretaker the context of fast fashion and environment crisis has made many consumers rethinking the meaningless shopping behavior. Every item has its unique character and story. It is time to choose well, and make it last.
Danish Design
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The Trend Theme
The rise of consideration of environmental consciousness over thoughtfulness shopping, and oversaturation of fast fashion depreciate the value of productivity. It inspired the appreciation of responsible and well crafted products.
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Current Archetype
Emerging Archetype
The Responsible Shokunin
The Inspired Caretaker Forecasting of an Emerging Archetype
Intimacy Relax | Innocent | Commerce | Satisfactory
Attitude Evolving | Responsible | Anti-marketing | Limited edition
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Furrier, 1543
Anonymous - Hausbuch der Mendelschen Zwölfbrüderstiftung, Band 1. Nürnberg 1426–1549. Stadtbibliothek Nürnberg, Amb. 317.2°, via
Emerging Archetype
The Responsible Shokunin( 職人) Shokunin is a Japanese word for "artisan" or "craftsman", which also implies a pride in one's own work. Shokunin means not only having technical skill, but also implies an attitude and social consciousness. A social obligation to work his best for the general welfare of the people, an obligation both material and spiritual. The emerging archetype will have greater involvement and consideration compared with dominant archetype.
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Bibliography http://www.nuernberger-hausbuecher.de/ https://www.theline.com/vol/chapter/a_modern_family_farm https://www.theline.com/stories https://www.pinterest.com/pin/545357836111090232/ https://en.wikipedia.org/wiki/Danish_design http://www.dictionary.com/browse/handpick?s=t http://www.dictionary.com/browse/apartment?s=t http://www.dictionary.com/browse/minimalism?s=t http://www.wallpaper.com/fashion/inside-new-york-stylists-van essa-traina-and-morgan-wendelborns-new-retail-destination-th e-apartment#Ydstf3bEllltE1I6.99 14 Analyzing Trend | Wanting Yu | Lisa Chu
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