MYER

Myer spring/summer launch, Sydney & Melbourne

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.
 
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

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 result

A set design that exploded with colour and celebrated the seasonal shift in mood, palette and style. The focal point was Jennifer Hawkins the face of Myer framing the catwalk entrance on a 23 x 9 x 30 metre stage of colour and light.

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Set design (detail) | Myer Spring/Summer Launch, Sydney, Australia

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Developmental sketch | Myer Spring/Summer Launch, Sydney, Australia

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Runway set design | Myer Spring/Summer Launch, Sydney, Australia

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Set design detail | Myer Spring/Summer Launch, Sydney, Australia

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Hair and makeup | Myer Spring/Summer Launch, Sydney, Australia

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After party set design | Myer Spring/Summer Launch, Sydney Australia

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