Week one was the beginning of the unit experiential retail. It is here we read through the brief and asked any questions in response. 

 

We then watched clips of examples on experiential retailing and the ideas that surround it already. The main video being from a DHL collab. This allowed me to begin to think of brands and possible collabs. 

 

The next part of the day included a talk and lecture by Joe Richardson, an innovating designer. He spoke to us about his work and other experiential retailing he has been a part of. This was extremely helpful as we were able to see first-hand what someone had done in the past. 

 

The next part of the day was a breakout room where we discussed initial ideas amongst each other. Although it was early days, I had a rough idea as to what I wanted to choose. I was on the lines of an Alexander McQueen collab to bring back the shock factor. This was just an idea and something I had not really thought about thoroughly. 

 

 

Today we learnt how to do photo gamming which is 3D scanning an object and creating a digital mesh. This was an extremely helpful lesson as it taught me a new skill. Although I didn’t have the correct set up (lighting) I still understood how it would work a gave It a good go. 

 

 

Today the penny really did drop. I came up with a concept by brainstorming and managed to work out what it is I wanted to do. With Burberry announcing sales had been disappointing over Christmas, I thought it would be a good idea to re-invent Burberry. Taking the already existing trench coat and collaborating it with artists and students. 

This was a very simple idea, but I then began to develop and design coats in photoshop that brought the idea to life. 

 

With my idea in hand, I then thought about how I could make this experiential. Ideas surrounding technology came to mind, but I felt it did not meet the brand ideal. So I thought of doing a 2 week event full of limited edition pieces by artists. 

 

The idea for 1 week to be on a market, unpublicised the next week to be a massive campaign would shake the fashion world. Taking inspiration from Banksy and London streets. 

 

Today we grouped together and told our ideas to each other. My idea was received overwhelmingly positive with a few pointers from Cameron. He said begin to think who the face of the campaign would be locations of the campaign and technology surrounding it. 

 

After the call I decided to brainstorm who I associate with the brand. From celebrity’s to fashion icons. I then remembered the famous royal crest Burberry presents and the deep aristocratic values it upholds. Leading with this I thought of Kate Middleton. A strong character for the arts and fashion along with a wardrobe to match the idea. 

 

Location was an interesting one but after deliberating in my mind the idea of keeping it equestrian was in stone. The idea of using the Hyde park stables as the location of coat selling and the advertisement being Buckingham palace is unheard of and new. It would bring an amazing new stance on experiential retail, instead of shopping in the store. 

 

Technology. Taking inspiration from brands such as GUCCI, I thought it would be good idea to create an app that has a VR function on it. This was you can wear the coat digitally and see what it would look like on. This was up the hype surrounding the campaign. 

 

Another method is the use of social media filters. Something most brands are involved in. this way people can take selfies with the style of the coats decorating their face. This would lead to free publicity and audience engagement. 

 

 

Today we were joined with Jon Emmony, a creative art director and former intern for Show studio under Knick knight. 

 

Here we investigated his pathway into his profession and gained examples of his work, from photography to 3D animation. 

 

It was a great insight to see how you can master photography and lead onto other routes to apply your practice. this was extremely beneficial to me as someone who favours photography as a medium and is looking to investigate something further. 

 

Sadly, due to Wi-Fi issues I was unable to partake in the rest of the day. We had a warning from virgin saying that no connection will take place for some while, whilst they fix the WIFI in the area.

 

Today we watched lectured from Amy, these lectures consisted of her own practice whilst working for Burberry. This gave detailed examples of experimental retail in luxury fashion. This was extremely relevant to me and my project with it being on Burberry. 

 

We then went on to find out how apps are created, and other innovating practices related to experiential retail. Although this was extremely interesting, it wasn’t necessarily relevant to me. With this said it is good to know for future reference.  

 

 

Week 5, FORMATIVE.

 

Today was formative with Cameron, Jessica and Jon. Here I had some great feedback and better alternations into my idea. One from Jessica consisted of maybe collabing with a gallery instead of specific artist. This would generate more hype and exposure but also relevance. Another notice was from Cameron which was advertisement. He felt there was something more or different I could do with the idea of advertising. This will all be reflected within my work.