Myer – Spring/Summer Lunch

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.

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.

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