Sweet Escape - Grunge Event (Subculture)

Grunge Subculture // 01-01

Grunge Subculture // 01-01 POP UP STORE & CONCERT

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01 Project Book //page Grunge Subculture page 01

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sweetescape.com

tel : +65 80228288

SWEET ESCAPE

Grunge Subculture // 01-01

Grunge Subculture // 01-01

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POPULARITY IS FOR MEDIOCRE PEOPLE

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Grunge Subculture // 00-00

CONTENT PAGE 01. INTRODUCTION 01/01 RESEARCH [06-07}

02. DEFINITION 02/01 RESEARCH [08-11}

03. ORIGIN

03/01 RESEARCH [12-15}

04. PHILOSOPHY 04/01 RESEARCH [16-17}

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05/01 RESEARCH [18-19}

06. DESIGN & TYPE 06/01 RESEARCH [20-21}

07. CONCLUSION 07/01 RESEARCH [22-23}

08. PROJECT GOAL 01/02 PLANNING [24-25}

09. DEVELOPMENT 02/02 PLANNING [26-27}

10. DELIVERABLES 03/02 PLANNING {28-39}

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05. FASHION & STYLE

Grunge Subculture // 01-01

Grunge Subculture // 01-01

INTRODUCTION GRAPHIC DESIGN & SUBCULTURE

GRUNGE

SUBCULTURE

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introduction

introduction

RESEARCH

E X P L A N A T I ON This report is part of the Design & Subculture module, a component of the Bachelors degree in Visual Communication at Raffles Design Institute. Today, distinctive subcultures are crucial elements in creating an integrated society. These particular counter cultures unify the diversity of cultures and assist in generating unique social backgrounds as well as motivate development in the universe. in this modern era.

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DEFINITION GRUNGE AS A SUBCULTURE

definition

definition

beer n heroi sso espre

The pure definition of Grunge is grime and dirt, but since late 1980s, Grunge is a musical genre and culture. Seattle, American State is the home of grunge and was accepted by a big population in the city. It quickly grew and became a polular phenomenon in the United States in 1991. The culture was spun of the Generation X and college students that were into punk rock and underground. In Seattle, the movement was more localized as melodies filtered through the mist, inspired and tempered by that city’s three principal drugs: espresso, beer, and heroin. It is a public level of the sense that they did not hide who they are or what they thought and valued.

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02 01 RESEARCH

GENERAL DE F IN I T I ON The Grunge generations are cynical slackers that listen to raucous guitar sound and lazy vocal delivery, use heroin, wear easy-going sloppy clothes (ripped jeans, flannel, combat boots) and skip the shampoo routine to get the greasy hair effect covered in beanie with laid-back attitude and cafĂŠ culture.

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n o i t c e rej s c i r t a of the The movement is often said to be a reaction against the commercialized heavy metal of the late eighties.

Grunge provided a step back to the “Do It Yourself� ethic typical of punk, where outward appearance and expensive sets at concerts lost importance, the main focus was on the music that cause the musicians were noted for their low-budget, unkempt appearances and rejection of theatrics.

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unkempt appearances

I N I T I A L R E A S ON

definition

definition

Grunge is part of the alternative underground scene.

Inspired by hardcore punk and heavy metal, grunge is generally characterized by heavily distorted electric guitars, heavy drums, contrasting song dynamics, growling vocals and angst-filled lyrics that often addressing themes such as social alienation, apathy, confinement, and a desire for freedom which the emotions came out. Teenage angst, rebellion, frustration, resentment, drug addiction, ennui, all were apparent in Grunge subculture.

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ORIGIN GRUNGE HISTORY

Grunge born in Seattle, it was essentially a combination of punk and metal. Grunge’s a unique sound that was a result of being isolated culturally. Grunge evolved from the local punk rock scene, and was inspired by bands such as The Fartz, The U-Men, 10 Minute Warning, The Accüsed, and the Fastbacks. Additionally, the slow, heavy and sludgy style of the Melvins was a significant influence on the grunge sound. Outside the Pacific Northwest, a number of artists and music scenes influenced grunge.

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origin

origin

HOW IT STARTED

RESEARCH

D E T A ISOL Y L L A R U T L U C

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I N F LU E N C E Alternative rock bands from the Northeastern United States, including Sonic Youth, Pixies, and Dinosaur Jr., are important influence on the genre.

Aside from the genre’s punk and alternative rock roots, many grunge bands were equally influenced by heavy metal of the early 1970s. Black Sabbath, Soundgarden, and the Stooges played a role in shaping the grunge sound, through their own records and the records they inspired.

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Grunge bands had made inroads to the musical mainstream in the late 1980s.

Soundgarden was the first grunge band to sign to a major label, along with Alice in Chains and Screaming Trees. Nirvana was also courted by major label while releasing its first album Bleach in 1989. In September 1991, the band released its major label debut, nevermind.

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It was the release of the album’s first single “Smells Like Teen Spirit” that marked the instigation of the grunge music phenomenon. Nevermind’s music video played constantly on MTV and was selling 400.000 copies a week by Christmas 1991. In January 1992, Nevermind replaced Michael Jackson’s Dangerous at number one on the Billboard 200.

In early 1990s, another alternative rock genre, Britpop, emerged in part as a reaction against the dominance of grunge in the United Kingdom.

Grunge bands broke up and became less visible in the mid-1990s.

Nevermind not only popularized grunge, but also established “the cultural and commercial viability of alternative rock in general.”

According to Michael Azzerad, Nevermind symbolized “a seachange in rock music” in which the glam metal that had dominated rock music at that time fell out of favor in the face of music that was perceived as authentic and culturally relevant.

Grunge made it possible for genres to prove their marketability and coopted by the mainstream, cementing the formation of an individualist, fragmented culture.

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origin

origin

musical mainstre a

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PHILOSOPHY MENTAL, MINDSET

HOW THEY THINK

cynicism entrapment apathy 04 01

phiolsophy

philosophy

Grunge was honest, it was about finding your own sound, style, and place. Grunge is about remaining true to yourself and not pretending like you have to be someone else.

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RESEARCH

T H E M I ND S E T The mindset goes against consumerist society and fights for our rights to be free from ownership of corporations, media, and society. It described music stripped down to its bare sound and devoid of flashy stage antics and costuming, reacting to the overly produced glam rock from the late 80’s, and seeking out something that personified their feelings and generational angsts.

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WHAT PEOPLE SEE The Grunge people displayed a general disenchantment with the state of society and discomfort with social prejudices.

Often identified as “slackers”, grunge targeted themes such as cynicism, agst, addiction, personal struggle, social alienation, apathy, entrapment, and desire for freedom.

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Grunge Subculture // 05-01

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FASHION & STYLE GRUNGE FASHION

Seattle was the hub for a growing high technology industry, became home for the thousands of young, upwardly mobile professionals who worked for gigantic companies such as Microsoft. So-called “grunge” fashion developed as a reaction to their chic, dressed-up style by the city’s anti-establishment youths.

The grunge youth, born of hippies and raised on punk, reinterpreted these components through their own post-hippie, post-punk, West Coast aesthetic. Grunge was essentially a slovenly, thoughtless, uncoordinated look, but with an edge.

In direct opposite to the corporate look, Seattle’s young people began to favor the ripped and faded jeans or worn out denim, leatherette, flannel shirts of Washington State’s lumber country or wool Pendletons layered over dirty T-shirts with outdated logos, tattered knits and stomping boots / black combat-style boots such as Dr. Martens, the bohohobo staples of secondhand attire. With these came an image of rebellion, in that many of the grunge-era bands took a blue-collar approach to their appearance and wardrobe.

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THRIFTS STORE The low-budget anti-materialist philosophy brought on by the recession made shopping at thrift stores and army surplus outlets common, adding various elements to the grunge sartorial lexicon, including beanies for warmth and unkempt hair, long underwear worn under shorts (in defiance of the changeable weather), and cargo pants. Thrift-store finds, such as vintage floral-print dresses and baby-doll nightgowns, were worn with over-sized sweaters and holey cardigans. Grunge was dressing down at its most extreme, taking casualness and comfort dressing to an entirely new level.

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05 01 RESEARCH

fashion & style

fashion & style

HOW IT STARTED

flannel s hirt stomping boots old rippe d jeans

Grunge Subculture // 06-01

Grunge Subculture // 06-01

DESIGN & TYPE GRUNGE GRAPHIC DESIGN

G R UN G E D E S I G N

D N I K C I T O A CH N G I S E OF D CHARACTERISTIC

06 01 RESEARCH

A style called Grunge that became ubiquitous throughout the years and it became the largest, most widespread movement in recent design history. = From the viewer’s perspective, the appeal of grunge was based on a basic idea : it had not been seen before.

David Carsons, Art Chantry, Carlos Segura and Jim Marcus are among the pioneering Grunge designers.

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The uniformity of ascenders and descenders, the consistency of x-heights and baselines had no place in the type designer’s canvas.

Textures were thick and heavy, concert posters with paint spatters and the band names were scratched out. In grunge designs dirty stains, torn images, “broken” icons and creased pieces of paper are popular as hand-drawn elements and dirty textures. The main purpose of handdrawn elements lies in their ability to convey a personality and an individual note. Dirty textures are often used as a background images.

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design & type

design & type

Grunge art movement appeared to be a very messy and chaotic kind of design.

Grunge designs extended the work of deconstruction by featuring distressed, decomposing and messy type and imagery in chaotic, multilayered emotive compositions. Words, textures, backgrounds that formed posters and ads for various things were designed in a very interesting and different typography style. Words were splayed, letters blurred. Kerning, leading, spacing were not the focus on grunge typography. Letters became art.

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Grunge Subculture // 07-01

CONCLUSION GRUNGE AS A SUBCULTURE

In conclusion, Grunge went on to have global implications for alternative bands and do-it-yourself (DIY) dressing. The grunge movement was shorter than other rock movements, but the sounds,images, and style from the movement have became a big part in rock history. Grunge expresses many criticisms and frustrations of American culture and its contemporaries. All things grunge are treated with the utmost cyncism and amusement.

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RESEARCH

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People who listened to grunge music did not refer to themselves as ‘grungers’ in the same way as punks or hippies. However, like these subcultures, grunge was co-opted by the music and fashion industries through its promotion by the media, but the true grunge did not care what they looked like or what everyone else was wearing. This aggressive but laid back culture was a small but impactful movement on society.

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conclusion

conclusion

TRUE DON' GRUNG T CA E RE

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Grunge Subculture // 01-02

PROJECT GOAL POP-UP STORE & CONCERT M I S S I ON

MO O D B O A R D / V I S U A L R E F E R E N C E

EXAMPLE

Dr.Martens, an famous British footwear and clothing brand, with Scape Underground as the venue. With the atmosphere that reflected grunge personality, the pop up store is decorated with visual merchandise and props to showcase the clothing that represents grunge’s brand image to create more of a complete picture for costumers entering the store.

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T E K R A M P POP-U T R E C N O C & LIVE

TARGET AUDIENCE The target audience are the people who are interested in fashion, music, and lifestyle such as concert-goers or a shoppaholic. People who love shopping, learning a new culture. From the age of 15 t0 35.

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project goal

project goal

Grunge style, design and music are popular in young generation. To educate and sharing a knowledge about grunge, my idea is to create a two weeks pop-up store, selling thrifted clothing, accessories, and grunge merchandise, inviting potential bands to put on a live performance, and get the real feeling of grunge as in back to the 90’s. The pop-up store is going to be organized by

Grunge textures, hand-drawing, doodles, scratces, old papers, dirty, brushes, distortion, greyscale.

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Grunge Subculture // 02-02

Grunge Subculture // 02-02

DEVELOPMENT LOGO DESIGN, ICONOGRAPHY

LOGO SKETCHES

LOGO SKETCHES

These experiments were to achieve a hand-drawn brush effect to create the logo type. But after some trial, I decided to use a iconography which is more flexible and easy to apply.

The logo was inspired by Nirvana band logo and Skull. By putting a fun emotion to the skull, it creates a laid-back feeling/attitude that reflect grunge philosophy.

development

development

+

PEN-BRUSH EFFECTS

02 02 PLANNING

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Grunge Subculture // 03-02

DELIVERABLES

deliverables

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POSTER CRITIQUES 1. Hard to read the texts.

2. The positions of informations supposed to be under the title.

3. Dr. Martens’s presents on top.

4. Add social media logos.

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deliverables

LAYOUT TRIALS

POSTER

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Grunge Subculture // 03-02

DELIVERABLES POSTER, TICKET, TAGS.

STAFF TAGS

deliverables

deliverables

TICKET

STAFF TAGS

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Grunge Subculture // 03-02

Grunge Subculture // 03-02

DELIVERABLES GOODIE BAGS, FREE STUFF

FREE GOODIE BAGS

deliverables

deliverables

TOTE BAG, BOTTLE, BADGE, POSTER, AND PHONE CASE

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Grunge Subculture // 01-01

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Grunge Subculture // 03-02

Grunge Subculture // 03-02

DELIVERABLES CONTAINER & APPAREL

POP-UP STORE

POP-U P CONTA I

CONTAINER DESIGN.

01. Raglan Shirt 02. Ombre String Hoodie

RAGL AN SHIR T

deliverables

deliverables

NER STORE

APPAREL

OMBRE G STRIN E HOODI

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Grunge Subculture // 03-02

Grunge Subculture // 03-02

DELIVERABLES MERCHANDISE & APPAREL

C O T T ON W R I S T BAND S

BLACK T-SHIRTS 01. Large logo.

02. Small logo.

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LARGE LOGO

BEANIE

CINCH BAG

Logo patch

Logo printed

WOOL BEANI E

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CINCH BAG

deliverables

deliverables

01. Logo patterns.

02. Photo Printed

COTTON WRISTBAN

SMALL LOGO

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OH WELL, WHATEVER, NEVERMIND

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Grunge Subculture // 01-01 Grunge Subculture // 01-01

Bypage Stefany 042 Lim page 01 Lectured by Joanne Malcolm