For those of you who don't know, DVF has a recently lauched 'Home' line which includes what else; a very fashionable array of bedding and tabletop. If you haven't seen it yet, you should check it out.
The below is actually the 'lesser' of two schemes I drew up for one of their 2012 Maison & Objet exhibition booths. The other(chosen) scheme we'll have to wait on a little bit before posting as the booth hasn't happened just yet. So... I suppose the obvious over-riding question is how to take a brand which is so canonically associated with fashion and shift it slightly to present a different type of product... This scheme utilizes the mannequin as an embodiment of the connection to fashion; while utilizing the new product line in cleaver ways to articulate them... Plates and pillows are used to cover the 'un-mentionable' parts of the body, bedding sheets are treated as simlutaneously covering and sliding off(as clothing); and further yet, the patterns of the home line are applied directly to the bodies of the mannequins themselves. I suppose there are a few ways you could go with that last part if you were more broadly thinking about the relationship between a brand and a consumer(the kind of direct application of the brand to the consumer's life, or imprint if you will). Or even the relationship between clothing and skin. But whatever... Pulling back, I grouped in the mannequins in the extremely posed manner of fashion photography, even a little bit thinking about groupings in classical art and sculpture; all-in-all to keep insinuating fashion while simultaneously elevating the presentation of the product in a kind of museum like sense....
But I suppose my favorite parts are some of the less obvious things such as the use of a Mondrian type of architecture on the mannequin bodies. Something about the extreme geometrical definitions of Mondrian interfacing with the curve of the body really interests me. More broadly from the outside of the booth, I love the extremely narrow doorway opening for it's proportions(Egyptian inspired I think) and for the way it suggestively frames what you're about to encounter inside. In the same manner and even to a greater degree I love the excessively narrow slot window you'll see at the end of the images. At a time when brands and merchandising can't find a billboard or a store display window large enough; I actually think the most powerful way to get someone to look, is to hide(or tease). Everyone wants to peek through a crack in the wall, don't they. So the sides of this booth as you'll see are designed with an extremely narrow 4-6 inch slot at eye level; where-upon you can just see the heads of the mannequins, and tell that something interesting is happening inside...
...K, hope you enjoy!
tmds1.com
Somewhere Between Fashion And Interiors, A Visual Merchandising Concept For DVF Home
tmds1.com
Somewhere Between Fashion And Interiors, A Visual Merchandising Concept For DVF Home
tmds1.com
Somewhere Between Fashion And Interiors, A Visual Merchandising Concept For DVF Home
tmds1.com
Somewhere Between Fashion And Interiors, A Visual Merchandising Concept For DVF Home
tmds1.com
Somewhere Between Fashion And Interiors, A Visual Merchandising Concept For DVF Home
tmds1.com
Somewhere Between Fashion And Interiors, A Visual Merchandising Concept For DVF Home
tmds1.com
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