Being curious about what is happening in the surrounding enviornments, reflecting and tuning this into contemporary ideas, forms, colours and materials.

Giving care and attention to the process of creation, to ideas and mindsets. To take time within a fixed time frame. To use what is there in the moment.

Giving opportunities the time to let them rise and care to make them tangible. Using contemporary industrial tools and a fine sense for aesthetics to create craftmanship and beauty.

To tell a story with forms, colours, materials, words, fonts, illustration and imagery.

INDIVIDUALS implements an open mentality for all actions and encourages creation by being a platform for all AMFI related creatives.

INDIVIDUALS wants to share the care for creation, the garments and the industry.

All the people involved within the creative process of INDIVIDUALS are equally valued for their opinion.

Online webpage link.

A montage of different elements, stories, personalities and cultures, coming together and forming one image.

INDIVIDUALS sees diversity as an instrument for creation, as by having different inputs, one can exchange ideas and visions.

INDIVIDUALS sees the creation process itself as a way of expressing the love and care for fabrics and form, deisgn and materials, and attention to detail.

INDIVIDUALS sees and acknowledges the past as a moving source of inspiration for creations in the present.

INDIVIDUALS states that not only materials can be recycled, but ideas and talent as well.

Online webpage link.

Posted in brand manual ]]> http://alicemarmion.wordpress.com/2008/12/04/brand-vision/feed/ 0 alicemarmion http://alicemarmion.wordpress.com/2008/12/04/moodboards-and-inspiration/ http://alicemarmion.wordpress.com/2008/12/04/moodboards-and-inspiration/#comments Thu, 04 Dec 2008 00:03:31 +0000 alicemarmion http://alicemarmion.wordpress.com/?p=202 ]]>

Key Themes: Text, Romanticism, Layering, Materials, Personality

Results:

Summer ’09.

The fifth collection is inspired by the raw poetry of the street.

The focus was on playing with the boundaries of refined taste and beauty sprouting from chaos.

The materials vary from washed canvas to coated velour, with a confrontation between Laque, Dry Twill and Poetic Cotton, in a colour palette of Blond, Salmon Red and Old Skin.

We are dropping our masks!

Skin, skin, skin! Holy, holy, skin!

“Holy the supernatural extra brilliant intelligent kindness of the soul”

EXAPLANTION:

Raw poetry -> emotion

Refined taste=

A beautifull older woman, with gloves, a hat and a neck tie. Painted nails, lipstick and make-up. Shoes and pencil skirt. Matching colours and bag. Every little detail is thought about. The whole thing is complete.

Beauty from chaos=

Is the contrast of something being naturally chaotic but still beautifull, it can be an emotion. For example: someone just came out of the rain, looking like a mess, but still look beautifull in their eyes. Or someone is very angry and shouting and wild, but is still beautiful.

When natural disasters happen you see emotional pictures of people helping who they would never normally help, all boundaries are forgotten within the chaotic atmosphere.

Natural but still beautifull

Natural chaos you cant controll it, it just happens.

The refined taste= the thought and order we put into the store makeover.

Beauty from chaos= the atmosphere, clothes and detailing.

The Psychology behind it:
The brain is genetically hardwired to see the positive out of something negative and to make a balance- to interact subconciously with the enviornment. We can translate this into the store by having a chaotic atmosphere that the brain finds difficult to comprehend but then it was always try and seek out beauty to make the balance, the beauty being the intricate detailing we provide and also the beauty of the clothes. In this way it also makes the clothes and the atmosphere more memorable, because the consumer has unconsciously thought about the surroundings and absorbed it… active processing = more memorable.

The human brain welcomes order and beauty when juxtaposed with chaos and unorganisation= thus the clothes have higher value to the consumer, more appealing to the eye.

“It is the consciousness that brings to life these concepts and by its interaction with matter pushes the universe towards chaos and decay or towards order and creation.”

Thus: we need to find a balance between chaos and decay, and order and creation.

Translation into the store:

Start with a blank canvas (white walls, white floor– tiled floor?)

Create a chaotic atmosphere to the eye of the consumer, for example the hanging of the clothes on different levels.

Have a garden swing in the middle (beauty and intricate detailing/ or a wicker chair- crafstmanship) and extend out with poles and bars and hang clothes from the chair frame in the middle of the room at different levels- would solve the problem of using the weak ceiling.

The changing room would also be contrasting with chaos because its an escape, a beautiful landscape.

The till point could be plain white like the blank canvas so as to not interfere.

The flower painting going along the wall and up onto the ceiling could be very detailed and thus poetic and beautifull, again a contrast against the chaotic visual atmosphere that the brain perceives. We could also use handwriting and text.

The clothes are the beauty in the overall story.

Posted in Hooligan Poetry Concept Store ]]> http://alicemarmion.wordpress.com/2008/11/19/hooligan-poetry-store-concept-brainstorming/feed/ 0 alicemarmion http://alicemarmion.wordpress.com/2008/11/12/smell-touch-taste-hear/ http://alicemarmion.wordpress.com/2008/11/12/smell-touch-taste-hear/#comments Wed, 12 Nov 2008 10:41:47 +0000 alicemarmion http://alicemarmion.wordpress.com/?p=137 ]]>