Myer Spring/SummerLaunch
Sydney 2009
THE DESIGN BRIEF
Fashion is by its nature cyclic and ever changing. While providing seasonal accents to our lives, its transience risks trivialisation. In response to this dilemma our brief for the Myer Spring/Summer 09/10 launch was to create a stage design that was (in their words) 'beyond fashion'; a design that trascends style and lives outside current trends while speaking with its own spirit and vitality.
THE PROCESS
The development of the stage design was a collaboration between Gloss Creative, Rizer and Qualia Creative. Our task was to capture the essence of gestural paint strokes, and to arrange them into a composition that supported the face of Myer, Jennifer Hawkins.
Conceptual development began with tests in coloured resin.
Coloured graphic elements were further explored in handmade forms.
The below technique was decided on that utilises paint on acetate and quilling paper.
The venue for the fashion show was the Carriage Works in Sydney. This location has a dilapidated beauty and vernacular signage that any creative would fall instantly in love with. The interior is enormous, so to fill the space a colossus stage 24 metre wide and 9 metre high was needed to be produced.
The Venue - Carriage Works
The below details the installation of the stage by the Rizer crew.
The collaborative team behind the event.
To view the official video of the event, please follow this link.
To view the final stage design, please follow this link.
Art Direction: Gloss Creative
Event Production: Rizer
Design: Qualia Creative
Finished Art: Kimberley Moore
Key Photography: Jennifer Hawkins photographed by Gary Heery at Sun Studios in Sydney
Artwork Photography: Marcel Aucar
Event Photography: Gabriel Coffey, Rocket Mattler
Documental Photography: Simon Hayward
Take a closer look into the creative process of some of the work done at Qualia, in this case the Myer Spring/Summer 09/10 launch held at Sydney's Carriage Works in August 2009.