Digital Displays.

In recent times, shop windows or store fronts have moved on from mannequins and the clever usage of props and lighting to create scenarios and have become increasingly digital in their approach. In today's cyber age with all it's technological developments, the concept of what appeals to people on a conscious and subconscious level has drastically changed. With developments in media and advertising, the way store windows and fronts communicate has evolved in it's ideology. Although the traditional way of creating situations behind the glass still prevails, the style in which the content is developed has changed to cater to the more aware, cyber friendly societies.  Store fronts, windows, displays are still very much a cultural phenomenon, they've just stepped into a whole new realm of design by becoming more interactive and digital.

Some videos to explain what i mean when i say they have become 'digital'.







These videos show that store displays have gone along way in the last 20 years or so. Everything from the concept to how the products are positioned in relation to the techniques incorporated has changed alot. I particularly liked the Louis Vuitton conveyor belt display because of it's concept and the way it had been communicated. Incorporating a conveyor belt to add movement and interest was a particularly clever move. Also, the labels given to the shoes at the bottom suggested possible reactions that people buying the shoes would get if they buy them. The display is direct yet subliminal at the same time and projects the company's confidence in there products superbly.


Reference:


Chanel store at Ginza [online]. Available at: http://www.youtube.com/watch?v=7pA5RESEaOQ [Accessed: 5 December 2010]
Louis Vuitton 5th Avenue Shop Window [online]. Available at: http://www.youtube.com/watch?v=XHfYhYPbV-A [Accessed: 5 December 2010]

Hermes Window Display [online]. Available at: http://www.youtube.com/watch?v=pOAjYT8W7PQ [Accessed: 5 December 2010]

Inspirational - First Visual Reference

During the course of my research and while looking for examples of interactive displays, i stumbled upon this interactive shop window created by the designer Tokujin Yoshioka. The display was one of the most beautiful and evocative installation pieces i had ever seen. The discovery was so inspiring that i went into a whole new ideology as far as my project is concerned. I started focusing on the incorporation of  'Minimalism' in spaces and how the lack of clutter and chaos can be an effective in changing moods and perceptions. I realized that when a space is condensed to it's most essential structure and given an organic feel, elements like sound, light, language and structure appear to have more meaning. Its like a minimal space has dimensions that go beyond just the aesthetic and hence trigger sensations that imply harmony, reason, truth in audiences. 

Further exploring the artist and his works, i found out that he has created window displays, designed shops and installations for exhibitions. He has also designed promotional spaces for Hermes, Lexus, Apple, Peugeot, Toyota, Bang & Olufsen, BMW, Audi and Shiseido; an impressive career for any designer. I feel that his work is dynamic, larger than life in it's appeal, mood sensitive and organic yet extremely effective in a subtle, graceful way which to me is quite extraordinary. His work demonstrates quality, innovation and influence - a true visionary. 

Below are some images from his installations and exhibitions. 

"SNOWFLAKE" INSTALLATION FOR THE KARTELL GALLERY

DETAIL OF INSTALLATION 

The above images are from a gallery installation by Tokujin Yoshioka as part of his "The Invisibles" collections. In this particular series he has incorporated the essence of natural phenomena and invisible elements. The idea being to communicate a sense of sitting on air so that the object disappears (the artist is dealing with objects; Kartell being a furniture brand) and only a feeling of floating in air is left behind. In the words of the artist himself: 

I am drawn by things that do not have forms but leave an emotional effect on people. At a glance, such a material is invisible and its existence is erased. Through interaction with light, however, the form suddenly emerges. I am fascinated not only with such phenomena but also elements that can stir and stimulate our imagination. I also like the idea of light, which is a form of design itself. 

For this installation, Tokujin created a serene world with numerous transparent prism sticks in plastic. The accumulation of these transparent sticks was tinged with white color just like real snow. The reason being; to offer visitors the extraordinary experience of stepping into a snowflake. 

RAINBOW CHURCH

The idea behind the architectural project of 'Rainbow Church' was to design a space where people can feel light with all their senses. The installation will include approximately 8 meter high stained glass made with 500 crystal prisms will be filling the space with rainbow colors as the light shines on. 

DETAIL OF INSTALLATION 

An exhibition called "Second Nature", designed and directed by Tokujin Yoshioka featured a series of work which dealt with the mysterious beauty of nature and aimed to investigate designs and concepts which appealed to the human heart. The dictionary meaning of 'Second Nature' is "an acquired habit or tendency in one's character that is so deeply ingrained as to appear automatic", keeping this in mind, the exhibition not only intended to explore the meaning also use it to express a nature that exists deep in everyones memory. 

The purpose of the project was to think and realize the wondrous power and primitive beauty in nature by creating designs which incorporate the attitude born out individual memory and the law of nature.

Here are some images from the exhibition:

CLOUD INSTALLATION

CLOUD INSTALLATION 

VENUS CHAISE LOUNGE 

Tokujin Yoshioka especially created an installation for the exhibition called the "Cloud" installation which consisted of overlapping transparent fibers. The installation covered the entire exhibition with the idea of developing a space which will be retained in audience memory like a natural phenomenon they had experienced before.

One of the most amazing window displays i have ever seen and another example of Tokujin Yoshioka's brilliant work is the above posted video of Hermes window display in Tokyo. The installation in the window uses timed videos of a woman blowing and hidden fans to highlight one of Hermes most iconic accessories, their silk scarves.

The concept behind the installation, in the words of the artist, is :

" On designing a window display of Maison Hermes, i intended to express people's daily 'movements' with a suspicion of humor. There are moments when i perceive a hidden presence of a person in the movements born naturally in daily life. I created a design where one can perceive someone behind the scarves as if life were being breathed into them. The window is designed with an image of a woman projected on a monitor. The scarf softly sways in the air in response to the woman's blow." - Tokujin Yoshioka 

Reference: 

LYONS, N., 2009. Maison Hermes Windows Display by Tokujin Yoshioka [online]. Available at:

http://www.dezeen.com/2009/12/07/maison-hermes-window-display-by-tokujin-yoshioka/ [Accessed: 5 December 2010.

KRZYKOWSKI, M., 2008. Second Nature by Tokujin Yoshioka [online]. Available at:

http://www.dezeen.com/2008/10/30/second-nature-by-tokujin-yoshioka/ [Accessed: 5 December 2010 ].

FOSKOLOU, A., 2010. Tokujin Yoshioka for Maison HERMES Japan: Designed to blow our minds [online]. Available at:

http://www.yatzer.com/Tokujin-Yoshioka-for-Maison-HERMES-Japan-Designed-to-blow-our-minds [Accessed: 5 December 2010].

Interactive Storefronts.

The logo is a huge part of a brand identity as far as brand recall is concerned. It is a perfect example of how words, symbols and colours, if used in the correct context and positioning, are very effective in influencing human sensibilities. The strategic placement and repetition of image is very important in making audiences remember and be affected by what you are trying to communicate. This combined with audience interaction makes the experience very memorable and exciting.

The following two videos give visual support to what I am trying to explain.









Reference:

Projection interactive boutique Chanel a` Paris [online]. Available at: http://www.youtube.com/watch?v=CLD1wVbcD8w [Accessed: 5 December 2010 ]. Elle Macpherson Intimates - The Interactive Storefront [online]. Available at:http://www.youtube.com/watch?v=kL-QXXycciQ [Accessed: 5 December 2010 ].

The World of Window Displays.

My first point of research came when a day before my second tutorial, I went to the library and stumbled across a book that became my initial source of inspiration. It gave my project a direction and the tangible approach which i had been seeking for sometime. It was a book about  shop window design by the renowned window artist for Bergdorf Goodman, Linda Fargo.  

The book introduced me to the cultural phenomenon and art form of shop displays, a space that acts like a stage for consumer goods; perfectly groomed and thought of, vying for the attention of all passerby’s.  I thought they were like views through glass into the fantastic realm of possibilities; a great start for my concept which deals with subliminal spaces and the responses to them. A shop window gives voice to an object, ambiance and concept, incorporating techniques which appeal to human desires whether it is through a narrative, direct communication and acknowledgement or interaction. The aim being: to convert a society of needs into a society of consumerism. 

However, what i liked about Linda Fargo's displays is that she aims to not only sell but is also an artist at heart. She is flamboyant and eclectic, combining the past, the present along with symbols of art and literature to create spaces that move effortlessly between the marvelous and everyday. 

Truly inspirational !! 

Here are some examples of her work which i found really interesting

NARCISO RODRIGUEZ (FALL 2000)
TOAST SCULPTURE BY DAVID HOEY

The above display was done in collaboration with the sculptor David Hoey. I love the idea of incorporating an actual sculpture within a window display, giving a whole new meaning to what was being projected. The sculpture suggests through its unconventional usage of material that a piece of art whether it be a window display or a painting does not need to conform to traditional materials like paint, plaster, clay etc. The sculpture creates interest for the passerby by using something as mundane as toast to create an eye catching background to designer clothes ( note: no two pieces of toast are the same) and suggests the notion of possibilities in everyday life. 

"REBEL" John Galliano (FALL, 1997)

In this one the clever and naughty usage of language and props is particularly interesting. There are certain objects, colours and expressions in our lives which can recall certain emotions in us. The usage of old books evokes nostalgia, fond memories, security, young students and thus is a more appealing background to the slogan. The graphitti font and the colour red denotes youth, energy, passion and an expression of defiance and artistic freedom. Hence, providing the drive needed to communicate a sense of street culture through the display and complement the idea behind the clothes. I especially like the fact that the books have been cut out to fit in certain objects like a pack of Marlboros (cigarettes being the universal symbol of non conformists) to build a narrative. 

ISSEY MIYAKE, ARTIST SERIES FOR PLEATS PLEASE (1996)

GEOFFREY BEENE (SPRING, 1998)

  

Again clever usage of props in both the pictures. The bold usage of colour and strategically placed mannequins in the first picture is attention grabbing reminiscent of pleats in a theatrical manner.In the second one, the installation with the shopping bags is a clever move as it looks like a design at first glance but subtly suggests to the passerby to shop. 

"LAUGH TILL YOU CRY" RESOLUTIONS AND AFFIRMATIONS
- ROBERTO CAVALLI (HOLIDAY 2002)
GLASS SCULPTURE BY GRAHAM CALDWELL 

Another collaboration with a sculptor, this display is sparkling, glistening and projects a sense of liberation. The perfectly shaped raindrops remind the viewer of 'tears' and of the fact that tears, when freely flown can give us the same freedom as running barefoot and umbrellaless in the rain. The display is beautiful, dramatic and has the capacity to move the person observing to magical thoughts and realms. 

MATTHEW WILLIAMSON (1999)

This display, in my opinion, is one of the most etherial out of them all. Its poetic and evocative of so many emotions and feelings. Like a painting, it lets the observer decide for themselves what context its been put together in. To quote the author herself and i think she did a really good job in summing it up: 

"As a brilliant light breaks through suddenly opened doors and windows, what escapes is not light at all but an Escher-like positive/negative pattern of butterflies mimicking light and air itself"

HALSTON SIGNATURE COLLECTION (1999)

Moody, shimmering and driven by unpredictable forces of nature is what this displays communicates. Beautiful usage of props, excellent lighting and placement. The display reminds one of a theatre set, so real and dramatic that it literally breaks the boundaries between the actual sidewalk and the one created within the display. 

The first display out of the above two was for the New Years celebration and the most interesting thing that i found about it was the fact that it is not restricted to the stereotypical images related to New Years. Instead, the display is like an archive of cultural debris and artifacts from almost two thousand years of human endeavors. It calls upon the sense of achievement and history present in all human beings and brings it forth on the day the whole year is wrapped up. Amazing usage and placement of props considering that so much has been encompassed within just one display. If observed closely the items include everything from the Bible, busts of tyrants, politicians, kings and philosophers to a Bart Simpson doll, Pinocchio and Elvis. From gramophones, phonographs side by side CD's, cell phones and other modern technological wonders, the display chaotically captured it all in one single frame. Its fascinating, contradictory and very appropriately titled; 'Time Sensitive Materials'.

INTERNATIONAL FURNITURE FAIR, PLEATS PLEASE ARTIST SERIES,
ISSEY MIYAKE (1998)

Minimalist, pure and surreal is how i would describe the display above. I love the way two dimensional images are correlated with the three dimensional forms to build a narrative. Its more like an installation than a window display. 

"FRIENDS" TOCCA (FALL, 1999)

  

This display uses the technique of photomontage to create a background but instead of choosing random images or models, the subjects were chosen from inside the store; cashiers, salesgirls and buyers. I put this picture up because i thought that the idea of choosing real models from the store was a different and made the normal women coming to buy the clothes feel more glamourous. 

DAVID HOEY DOES DALI

Last but not the least, my personal favorite display in the entire book. It's simple, effective, interesting and communicates with the concept perfectly. The display was done as a tribute to Dali and is as startling as Dali himself, love it !!. 


Reference:
Fargo, L.,2002. Windows from Bergdorf Goodman Dreams Through the Glass. New York: Assouline.

The Project

There is no better way to communicate an idea than to create a space as an invitation to act and respond. It can be said that space is frozen music and structure a beautiful poem, composed together on fragrant ground to create harmony. 

The basic idea behind my project is somewhat similar. In my understanding, one of the most fundamental aspect of design lies within achieving both the artistic glamour and applicability needed to make a perfect combination of beauty. A space that stirs the senses in such a way that it is capable of getting a reaction out of the observer, participant or a collective audience. 

For me, the need to go in depth and acquire an understanding of what spaces are and can be capable of achieving came after working as an event designer in the field of promotion, entertainment and advertising. As an interior designer by profession, I had limited knowledge about how spaces evoked reactions amongst people, as I was mostly concerned with the aesthetic value and creation of spaces rather than understanding the 'Why' behind them. It was only through working with clients who needed spaces created for various reasons like product promotions, launches, BTL activities for advertising campaigns, exhibitions, trade shows and festivals that I realized the crucial role of 'Ambiance' in spatial design especially in relation to media. I realized that whether it was a set for a television program, a stage for a live event or the opening of an exhibition, spatial design could be used to give an 'Experiential' feeling to an ideology, philosophy, design ethic or product USP. It helped in the communication of concepts not only through one human sense at a time but through all of them at the same time. Hence, creating a three dimensional experience for the audience that was very effective in getting desired reactions out of people. The effect was achieved by putting the audience in the centre of a subliminal activity that convinced through the sheer impact of making them live the idea. 

It was my observation of these dynamics that made me want to investigate and understand them on a higher level. Therefore, I intend to fully explore the psychology and philosophy of spaces affect the building of experiences and the consequent responses that can be gathered. The first step into the study would be to dissect space into its basic categories in order to get an understanding of how each aspect is put to work. In my research, these categories are: 

• Structure
• Color 
• Sound
• Props 
• Language - fonts, statements, poetry, words, questions etc
• Symbols
• Imagery
• Narrative

I will research and analyze the above with reference to spaces and their role as tools in creating experiences. This would be achieved through studying spaces created for various purposes including:

• Theatre/Stage
• Film Sets
• Television Sets
• Events
• Exhibitions
• Shop Displays
• Religion - Churches, Temples, Mosques etc
• Gardens
• Art Installations
• Public & Performance art

Further investigation into my project would lead me to go into the concept of 'Aesthetics' in relation to philosophy, the arts and human psyche, using it in connection with art to describe the sensibility and style of spaces - providing logic to the reason behind the design. This would help me fully comprehend the 'Nature of Experience' in terms of human perceptions, feelings, emotions and the role of unconscious experience in shaping human identity. 

The culmination of my research would be the final space created on the basis of my findings in an effort to validate my premise; how the subliminal control of environments and spaces initiates response and leads to the creation of an experience.