Truly Deeply/Madly

A Tough Brand Design Gig
It’s got to be one of the tough­est design gigs going around — how to cre­ate a unique, stand-out space in which to parade the upcom­ing season’s designs for a global fash­ion super brand. This beau­ti­ful space called ‘Field’ has been designed for the Prada men’s spring/summer 2012 col­lec­tion at the Prada Fon­dazione, Milan by OMA a part­ner office within OMA.

An ordered grid of 600 blue foam blocks arranged in a 1.5m by 1.5m grid per­me­ated the Prada Fon­dazione in Milan. The blocks intended for audi­ence seat­ing also dou­bled as edges for the var­ied cat­walk paths, inevitably inte­grat­ing indi­vid­u­als into the show. mod­els fil­tered between the seats in highly chore­o­graphed cat­walk pat­terns, turn­ing along the grid in diver­gent direc­tions. In an approach that turns fash­ion event con­ven­tion on its head, this con­cept takes the fash­ion from the stage and inter­weaves it with the guests — cre­at­ing both a more inspir­ing and more inti­mate brand expe­ri­ence. Those attend­ing get to view the gar­ments from almost every angle, and in a far more up-close and per­sonal man­ner, the lay­out allows for a more even light­ing and more func­tional demon­stra­tion of the crafted design work with­out com­pro­mise to the sense of event. A clear illus­tra­tion of the man­ner in which clever brand design can enhance the expe­ri­ences every brand presents to market.

Images by Agostino Osio

Dave Ansett, Bran­da­men­tal­ist
Designer of Fash­ion­able Brand Expe­ri­ences
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Tags: Advertising, Brand Agency, Brand Communication, Brand Communications, brand communications agencies Melbourne, Brand Design, brand designer, Brand DNA, Brand Experience, Brand Expression, Brand Identity, brand identity agencies, brand identity designers, brand identity designers Melbourne, Brand Personality, Brand Strategy, Brand Voice, brand-designers-Melbourne, brand-gesture, Brand-Storytelling, brandamentalist, Corporate Image, Creative Ideas, Dave Ansett, David Ansett, fashion brand agency, fashion brand design, fashion brand design studio, fashion brand designers, Graphic Design Melbourne, Melbourne brand designers, Melbourne Brand Strategy, Prada fashion parade, Truly Deeply, Visual Language

This entry was posted on Tuesday, July 5th, 2011 at 6:00 am and is filed under Brand Agency, Brand Agency-Australia, Brand-Storytelling, Experiences, Graphic Design Melbourne. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.