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"VIVIDA is revolutionising the way people learn through immersive storytelling. We create powerful experiences that people remember and enjoy."

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My opinion regarding these three different experiences

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My opinion regarding these three different experiences

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These workshop sounded interesting to me since the very first moment. I wanted to be inspired by what surrounds us, by the art and the history that brought us to this point in life and the Victoria & Albert Museum - my favourite museum in London - helped me reaching that.
I also wanted to understand more in details what a creative process looks like, the research and the informations that help the concept: Simeon Quarrie not only showed us what the crucial points to take in consideration when working on a project are, but he also shared moments of his life with us and motivated me a lot.
Summing up the VIVIDA X CANON workshop, the V&A experience and the WGSN workshop I finally reached the point were, before starting a project - personal or for my Fashion Promotion course - I know for sure what to look for, what to research, how the trends will be; they will help me grown on my path.

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• Sustainability • Gender Fluidity • Artificial Intelligence •

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Example of 3D CADs in WGSN Design Capsule

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A large number of factors that depend on lifestyle, health status and economic issues can influence trends: food, travel, home décor, fitness - all of these influence trends and fashion, in both directions and in unpredictable ways. As consumers are in a rush to buy a new product and what is seen on the street and online is stealing the show at fashion shows, the very idea of "trend" has changed. It is no longer just about looks, but about lifestyles and mentality translated into marketable concepts.

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World’s
Global
Style
Network

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Since 2001 there has been a renovation program for the museum of £150 million. A branch in East London has been opened - V&A Museum of Childhood - and one outside London since 2018 - V&A Dundee. There is also a plan to open another new branch in the city.

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My first year's tutor of Fashion Promotion - at Ravensbourne University of London - explained to me and my classmates the importance of WGSN and other similar platforms, for a deep understanding of what the Fashion World is today and what is will be in the near future.

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"Create winning strategies to engage your future consumers"

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During my previous studies of Fashion Design in High School I started to learn about WSGN: before a show (when the collection is presented, six months before it goes on sale) the style offices work side by side with the forecasting agencies that have the task of guiding them through an infinite expanse of “potential trends”.
WSGN builds an idea of what the world will be like in two years. A network of 250 people researches around the planet, keeping an eye on changes at 360°. There are photographers, journalists, textile and marketing experts, sociologists. They do interviews and photo reports, participate in large and small events, read magazines in every sector, find new influencers on social media.
Then, twice a year they meet in the central London office for what we call Trend's Week: each of them presents the results of their research, compares them with the data collected in the same period and they finally know what the trends will look like in the future.

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Learning about WGSN's Methodology:

- Observation
- Assessment
- Analysis

WGSN's experts use our examine society, technology, environment, politics, industry and creativity, combining then their data with market researches, collaborative analytics, behavioural science and creative ingenuity to generate a clear vision of the future.

At the end the industry experts interpret the global shifts using our STEPIC framework to create future forecasts that deliver robust, actionable insight that future-proofs products and services.

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Elsa Schiapparelli collection and collaborations with Salvador Dalì, V&A; photo taken by me

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The Global Authority on Trend Forecasting

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Lady rabbit and gentleman rabbit passing on the street, design for a Christmas card, by Beatrix Potter, June 1890. V&A, Prints & Drawings Study Room, level D

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Like all the other national museums in the British capital, it is free. In some cases, however, there may be Special Exhibitions and a ticket would be required, like for the past Christian Dior exhibition, Alice in Wonderland, Frida Kahlo and many more.

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The museum includes over 6 million objects and is organized in about forty sections on 5 floors (one of which is underground), which can be divided into four macro-groups: we can find the one that contains the works from Asia and that shows the Middle East, Japan, China, Korea, South Asia, South East Asia, the Islamic and Buddhist worlds.
Another one is dedicated to fashion (including jewellery), furnishings, musical instruments and fabrics, divided in this case over several floors, which shows the evolution of these arts, usually considered minor.
Then follow the sculptures, objects in metal, ceramic and glass. Here we can find original works and reproductions of statues found in major museums around the world, such as Michelangelo's David, Trajan's Column or Antonio Canova's Graces, but also keys, vases and glasses that tell the story of common objects, but extraordinary.
Last, but not least, the group known as "Word & Image", with spaces dedicated to theatre and photography, some paintings (the largest London collection is in fact at the National Gallery, Trafalgar Square), old books and sketches of works that have been published.

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"Unique blend of storytelling and technology [...] experiences that really stay with people, particularly in subjects that can be dull or difficult to understand." - Simeon Quarrie

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Canon Ambassador and VIVIDA Founder

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Example of researching before creating a concept for a brand, done with Simeon Quarrie

Burberry: set up a programme for young people but staying true to their style.
- Thomas Burberry started is project in Basingstoke in 1856, at 21 years old > a brand for young people;
- he wanted to protect people from the British weather - he invented gabardine in 1888: weatherproof, breathable and hardwearing;
- the first store was in Bond Street, now they are around the world;
- iconic Burberry trench;
- Burberry has an independent charity: caring about the issues in the world;
- first brand that joined the Ethical Trading Initiative, using sustainable materials;
- first brand to livestream;
- "Make Fashion Circular", Burberry joined the Ellen MacArthur foundation;
- activism for LGBTQ+ community (with a rainbow pattern to support the youth);
- a whole foundation for young people.

Thanks to this research it would be easier to have a creative concept for this brand, showing their values like caring about our planet, about the young generation and social justice.

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- Encouraging creativity
- Diversity & inclusion
- Personal and organisational resilience
- Mental health
- Investing in young people
- Social justice

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Engagement photo: in this creative concept Quarrie represented how the couple saved each other from their background - their families - and their love after all their obstacles.

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Using Research to define a creative concept

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Using Research to define a creative concept

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Listen to your customers' story before and capture it in a photo: Immersive Storytelling.
It can be defined as "a technique that uses the latest technologies to create a compelling sense of presence". It gives the audience the feeling of “being there" and it is a way of blending reality with fiction.

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Simeon Quarrie, "Until Your Love Frees Me", 2013

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Concept: the woman and future wife is a tied-up doll whom the groom rescues from a creaky wooden attic

Gear:
Canon 5D MK III
Canon 24-70mm f/2.8 L
f4.5 1/125 at ISO 1250
Protofo lights x 2 (3ft Octa, 1 Zoom reflector with a blue gel)
Lightroom 4
Color Effe 4 (for detail)
Photoshop CS5 (for sharpening)
Eye-fi Card synced with an iPad
Smoke Machine

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The Victoria & Albert Museum - originally Museum of Manufactures in 1852 - is the world's largest museum of applied arts, decorative arts and design. It is a non-departmental public body of the Department for Culture, Media and Sport and a charity exempt from registration under the Charities Act of 2011.
Among the promoters of the event, together with Prince Albert, husband of Queen Victoria - the couple to whom the V&A is dedicated - there was also Henry Cole who later became the first director of the museum and who took care of the sales to give life to the first part of a collection.
For him the Museum was a schoolroom for everyone, by educating designers, manufacturers and consumers in art and science.