Design III - Project 1.3 - Mint Ramita Yibmontasiri - Rebecca van Beeck

PROJECT 1.3

"POLIFERATE"

GUCCI GALA

THE URBAN RUNWAY

CONCEPT

Gucci iconic imagery =  timeless aesthetic, fashion, street

Florence =  tourists' destination, hybrid (old+new), Italian culture (morning coffee, afternoon shopping, night concert)

SITE+DIAGRAM

The three main entrances to the campaign are connected by hidden “Gucci streets” which can be identified by the sounds of local musicians who play exclusively for the campaign. 

MATERIAL TO FORM OF THE FOLLIES

From phase2, I use chain to be main material and use the method of Hanging Chain from Antony Gaudi to produce the form of the follies and use material form skin to be a visual music and link to streets musician of florence to be the beat of the campaign.

ELEVATION - SECTION OF THE STREETS

A variety of urban spaces around Florence- from the streets to the Gucci Gala advertising campaign, serves up an array of urban runways in the heart of the home of Gucci. The campaign, unfolding as a series of ‘follies’ and ‘archways’, combines the aesthetic of Gucci with inspirations from original Italian renaissance, in order for the space to stand out, and at the same time blend in with the surrounding buildings of old Florence. 

ATMOSPHERIC

The journey begins at the three main Gucci ‘spaces’ in Florence which are, the Gucci shop near the Florence Cathedral, the Gucci shop along the Via de’ Tornabuoni shopping street, and the Gucci Garden museum near Ponte Vecchio. The three main spaces act as ‘entrances’ to the Gucci Gala campaign. 

 FUNCTION OF THE FOLLIES ; MORNING & NIGHT

The follies are situated along the streets, with varying functions, from tea rooms and runways during the day to music festival and exhibition spaces at night. At the same time, archways along the street also add to the experience by presenting the stories of Gucci or ‘moments’ through decorative arts and graffiti. 

PERSPECTIVE

Combining the three iconic imagery of Gucci- timeless, fashion, and street, the campaign seeks to provoke curiosity and eccentricity through Gucci’s symbolic distinctiveness, redefining a users’ perception of Florence.

Design III - Project 1.2 - Mint Ramita Yibmontasiri - Rebecca van Beeck

PROJECT 1.2

"EVOLVE - MATERIAL MEMES"

GUCCI - WEARABLE X - GREENCOPPER

In this second phase, we have to developing the 1st phase, finding the possibilities to evolve of 3 materials.

After that, I have choose 2 material to deeply experiment and find components that relate to context and architecture.

CONTEXT

The new context showing how crowds move in music festival while adding the latest concept of crowd in ideal of Gucci "cyborg" which cyborg can generate the identity of themselves, linking to the potential of material like chain and crowd.

SKIN

SKIN's MODEL

From the sensitivity spot, I translating them into light which 

touch spot : sensor light and receive pain : switch light.

SKIN's VIDEO

Skin bags are illustrate the idea of what happen inside the skin while the bag represent skin and what inside represent cells and water which the bag also design to show fluidity, distribute shape, and allow new sense of touching when playing with them.

LIL PUMP

LIL PUMP EVOLVE

At first, I starting from an experiment from real material that Lil Pump use to embody his personality which are embroidery and chain which I choose to continue on experimenting with chain because of its potential that relate to the characteristic of Lil Pump.

LIL PUMP(CHAIN)'s VIDEO

After I experimenting, I found out 5 main potential of chain which 'can be grow' 'can generate itself' 'can influence others' 'have organic form' and 'have limitation'. Moreover, it is the material that can be rough and smooth, fluid and liquid at the same time.

LIL PUMP COMPONENT

For the component, I apply chain on rapper and gucci's goods into furnitures and other products which I design from the idea and concept of 'if Lil Pump were a designer of Gucci' by bringing the characteristic of him into the drawing which inspired from Gucci's illustration advertising.

CROWD

CROWD EVOLVE

Digital and Physical crowd is the first idea that come into my mind when I started to evolve this material. There is a theory of boundary which tell that 'if a people stay alone, he/she will have very huge boundary but if another people come to interact, the boundary will be smaller and smaller' as same as a crowd, when many people participating each other, the boundary will be smaller and deleted. On the other side, digital, people will have boundary, using just a little part of their personality to participating each other and moreover, creating their own avatar to facing each other on the internet to hold intimate relation online.

CROWD COMPONENT

Showing how people move in music festival, using the method of dynamic behaviour : passing obstacle, crossing among each other, having leader and the connection between people on the social media.

Design III - Project 1.1 - Mint Ramita Yibmontasiri - Rebecca van Beeck

PROJECT 1.1

"BRAND GENETICS"

GUCCI - WEARABLE X - GREENCOPPER

In the first phase, we have to select 3 companies to research and define the genes, norms and memes. Furthermore, analysing identities, ideas, and unique characteristics of the brands. Accumulate, in drawing, photo montage, and inventory of each candidate's genetic composition.

-GUCCI-

Full Resolution

Gucci is a high end fashion house, founded in 1921 by Guccio Gucci. Starting from produce leather goods for horse back rider. Gucci is in the parent brand 'Kering', a high end brand conglomerate. The slogan of the company is "Quality is remembered long after the price is forgotten which shows an idea of the best product. The style of Gucci is 'Timeless' but bring characteristic of old style accompanied by orientalist adapt to new fashion. Gucci also has unique illustration which is a new way of advertising. This plate illustrated illustration of Gucci from the runways from the late 80s till present. The genes of Gucci are red&green strip, embroidery, floral&organic form, double-G pattern. Characteristic of Gucci can be describe as cool, fun, classic, romantic and at the same time, luxury.

Full Resolution

I decide to choose "LIL PUMP", an american rapper who sing and compose the song "Gucci Gang". He embody himself by the huge group of Gucci elements, but the contradiction is, he's not endorse by Gucci. The reason that I selected him is because he's an aspect of people who wearing Gucci which is the high end brand that trying to approach street fashion target group, new group of customer instead of people from high society. I describe him as new icon character of Gucci.

-WEARABLE X-

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Wearable X stand for 'Fashion x Technology', which the brand itself is fashion tech brand began in 2013. The brand idea is bringing technology in Fashion innovate new experiences of using their product. Each suit of Wearable x has vibrate spots (represent by pink spots on the plate) that guide user to do different activity connected with application on the smartphone. For Example, the middle one, Fundawear is the world’s first wearable technology which allows personal touch to be transferred from a smartphone app to a partner anywhere in the world. Designed in partnership with Havas and Durex, Fundawear combines existing and new technologies to create a brand new way of transferring touch wirelessly over vast distances. Fundawear takes touch input from one partner via their touch screen smartphone and sends these signals across the Internet via a special real-time server to their partners’ touch screen device. From here it is transferred to the Fundawear garment where the touch sensation is recreated on the skin. This all happens in a split second so the experience is very natural. Fundawear allows couples to tease, tickle and tantalise even when they are apart.

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Skin, is my chosen material for this brand. The skin potential is can receive vibration, pressure, touch, pain and hot/cold sensation by each spot. Because of the brand technology, I found interest in artificial skin which use in robot production that help people who have less sensation can feel high degree of sensitivity, while detect pressure and heat.

-GREENCOPPER-

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Greencopper is a company that make an application for various music festival and live events. Helping event organiser combined world's latest innovation and technology in to the events, while providing digital solution and focusing on live events application. The applications from Greencopper contains information, enriched data, engage users and connect users to artists and brand.

Full Resolution

Because of different kind of people joining in different kind of music festival but also have a connection to one another (which represent by pink connecting line) and bringing together by Greencopper's application, so I selecting crowd as a material.

There is a connectivity between 3 of my material which starting from small scale to bigger scale, skin -> character -> and huge group of people.

CONTEXT

Full Resolution

The final plate is an atmospheric representation when Gucci own a music festival, inspired and incorporated by the Greencopper and Wearable X. The large image is a collage inspired by Gucci’s window displays and illustrations, depicting the atmosphere at the music festival which includes oriental architecture, organic forms, live animals (such as tigers), and vintage details inspired by Gucci’s past few runway collections. 

The bottom right is an idealistic vision of the people attending the music festival, wearing Gucci clothes in a cage, inspired from Gucci’s window displays. 

The bottom left takes ideas from Wearable X, in which its technology will be used in the clothes that the people attending the music festival will wear. Using the brand’s technology, before entering the music fest people will take a personality surveys where they share their interests and favorites. As they enter the music festival the clothes will vibrate (depending on the wearer’s chosen area) when they are near someone with similar interests. This allows people attending the music festival to interact and  get to know other people with similar interests at the festival, allowing them to make connections and form relationships. 

Overall the plate focuses on the atmosphere and vision of the music festival, which combines ideas from all three brands.