Wales Bonner SS'22 Volta Jazz

Category:

Year & Duration:

Software Used:

A conceptual campaign pitch for fashion brand Wales Bonner's Spring/Summer 22 collection Volta Jazz.

Brand Strategy
Installation Design

Spring 2023
16 Weeks

Rhino, Unreal Engine,
Adobe Photoshop, Illustrator, Procreate

Wales Bonner Campaign Concept
Volta Jazz SS'22

Concept pitch for fashion brand Wales Bonner's SS22 collection aimed at increased brand awareness both in-person & online.

Category:

Year & Duration:

Software Used:

Brand Strategy
Installation Design

Spring 2023
16 Weeks

Rhino, Unreal Engine,
Adobe Photoshop, Illustrator, Procreate

Strategy

Strategy

1. Identify brand values & seasonal inspiration opportunities to communicate
2. Devise experiences that communicate these values with possible outcomes
3. Extrapolate return on investment for Wales Bonner for creating these exeriences

Where: Copenhagen

Where: Copenhagen

Why - Copenhagen is a major destination city that is wealthy, cultured, and is a place where families, fashionistas, and culture buffs convene.

When: Copenhagen fashion week

When: Copenhagen fashion week

Why - Fashion week is a time when people convene & perspectives mix, sparking conversation.

Overall Brand Values: Wales Bonner Is?

Overall Brand Values: Wales Bonner Is?

What should people come to understand about the brand?

Values

An Amplifier

For Black voices and stories.

Subversive

Questions cultural & perceived value.

Connective

Fluidly mixes historical references.

Disruptive

Stretches the parameters of classic style

Starts Conversation

Explores perspectives & expands awareness.

Volta Jazz: Seasonal core inspiration

Volta Jazz: Seasonal core inspiration

What inspiration points do we want the target audience to understand about Volta Jazz?

Pose & Poise

Colors, textures, and patterns from Burkina Faso's most famous photo studio, Volta Photo.

Recording rhythm

Polyrhythms, layered sound & jazz created a unique sound of the times.

Attitude of the times

Joyful resourcefulness & optimism. The attitude of making do with what you had.

Five installation experiences

Five installation experiences

Every installation communicates a brand value, introducing the public to the Wales Bonner world & building intrigue to visit the flagship store

4 Installations

1 Retail Store

Proposal

Wales Bonner Current Target Demographic is:

Wales Bonner Current Target Demographic is:

Over 40 years old.
Cultured & open-minded. These people have:

• A deeper desire to connect & relate to heritage


• With age, deeper understanding & appreciation for story


• Financial ability to show aspirational lifestyle they desire





However...

Wales Bonner's appeal, their rich storytelling & research isn't easily seen by those outside their core audience.

Why not expand public awareness this season in a playful way?

2 new opportunities for audience expansion

2 new opportunities for audience expansion

1

2

Fashionistas (Approaching 40s)

Families

5 Spaces, 5 Ways to Experience Wales Bonner

5 Spaces, 5 Ways to Experience Wales Bonner

1 Runway Show

2 Polyrhythmic Ropes

3 Musical Set

4 Sand Box

5 Window Displays

1. Runway Show

Runway Show -  Key inspiration takeaways

Runway Show -  Key inspiration takeaways

An amplifier

Connective

Emphasis on participation
& creating layered rhythm

Self-expressive
feeling

Jubilant feeing of
the times

Faso Dan Fani
fabric inspiration

1. Runway

A celebratory journey

A celebratory journey

The runway is designed for the viewer to feel the jubilant nightlife Volta Jazz is inspired by, with partygoers historically alternating between photo studios & street parties.

The runway is designed for viewers to feel the jubilant nightlife Volta Jazz is inspired by, with partygoers alternating between photo studios & street parties.

Studio

Street life

Parties between studio & dance area

Dance area

1. Runway

Location:
Søren Kierkegaards Plads

Location:
Søren Kierkegaards Plads

This location brings out the carefree attitude that matches the feeling and sounds of the ocean from Volta Jazz campaign film.

1. Runway

Runway top view

Runway top view

Runway starts narrow then flares out into a celebratory expansive space.

1. Runway

Red arrows - Path models will take

Runway side section view

Runway top view

End of the runway has double height ceilings to embody a expansive joyful feeling.

Private invite only show with online broadcasting, this experience creates the feeling of being in a black and white photo with inspiration that reveals itself as the models walk.

A celebratory journey

Private invite only show with online broadcasting, this experience creates the feeling of being in a black and white photo with inspiration that reveals itself as the models walk.

Exterior view of runway, made of repurposed wood planks

Entry through curtains inspired by photo studio

1. Runway

Runway has double height ceilings at the end to help emphasize the expansive party atmosphere.

A celebratory journey

Private invite only show with online broadcasting, this experience creates the feeling of being in a black and white photo with inspiration that reveals itself as the models walk.

Side view

1. Runway

Runway uses yellow floodlights at 589nm to create the effect of removing color.
A white spotlight following the model shows color where it shines.

A celebratory journey

Private invite only show with online broadcasting, this experience creates the feeling of being in a black and white photo with inspiration that reveals itself as the models walk.

(Projected headline)

"Wales Bonner's Volta Jazz Collection Stuns at Fashion Week with Vibrant Light Runway Installation Illuminating the Culture of 70s Burkina Faso."

-

Yellow light removes color from space

White light shows color where it shines

1. Runway

Yellow lighting creates a atmosphere that feels like one is inside Sanle Sory's studio photos.

A celebratory journey

Private invite only show with online broadcasting, this experience creates the feeling of being in a black and white photo with inspiration that reveals itself as the models walk.

Volta Jazz inspiration by Sanle Sory

White spotlight follows the models & reveals color, creating feeling of clothing bringing life to it's surroundings.
Juxtaposition of images, model's clothing, & polyrhythmic fabric floor reveal inspiration behind the collection.

1. Runway

Runway seats are connected to speakers that play music behind curtains with Sanle Sory's nightlife photos printed on them.

A celebratory journey

Private invite only show with online broadcasting, this experience creates the feeling of being in a black and white photo with inspiration that reveals itself as the models walk.

A mix of repurposed speakers are placed behind larger than life thick fabric threads that emphasize the textural fabric used in the Volta Jazz collection

As guests tap their seats, the beats are added to the runway's backing soundtrack creating a polyrhythmic sound.

1. Runway

Speaker seats allow guests to add to the polyrhythmic soundtrack & the fluttering of the fabric makes the printed image seem alive

Backing track

Section view: Drumming on seats flutters fabric curtains

+

Guest's beat

+

Guest's beat

A celebratory journey

Private invite only show with online broadcasting, this experience creates the feeling of being in a black and white photo with inspiration that reveals itself as the models walk.

1. Runway

(Projected tweet)

"Am in awe of the intricate details in the clothing and how they were brought to life on the runway. The seating installation was so immersive, it felt like we were part of the performance! An experience I won't forget. 😯😯 #Volta Jazz."

Projected impressions & actions

Increased Site Traffic

Coverage of runway show increases visitation to the Wales Bonner site.

Vlogs & SoMe

Organic content like blogs etc.
(What I wore - Wales Bonner show).

Online Presence

Online posts create a buzz online for others to see what they missed out on.

Consumer Connection

Runway allows core consumers to deep dive into inspirations and influences.

A celebratory journey

Private invite only show with online broadcasting, this experience creates the feeling of being in a black and white photo with inspiration that reveals itself as the models walk.

1. Runway Outcomes

Outcome

Runway allows guests to experience & participate in the world building behind SS22 Volta Jazz.

1. Runway Outcomes

2. Polyrhythmic Ropes

2. Polyrhythmic Ropes

Polyrhythmic Ropes - Key inspiration takeaways

Runway Show -  Key inspiration takeaways

An amplifier

Disruptive

Starts conversation

Heritage - Hand
made from Burkina Faso

Rhythm - in color,
texture, and size

Weaving as a
way to tell stories

Different weavings
telling different stories

Public seating that tells a story

A celebratory journey

Oversized cotton ropes that imitate the loom of a Faso Dan Fani weaving machine. Its large size allows people to use the ropes as seats & rearrange them how they wish.

Flexible cotton ropes that can be moved around for different activities

Bench seating during the day, communal music performance area by night

2. Polyrhythmic Ropes

Location:
Søren Kierkegaards Plads

Location:
Søren Kierkegaards Plads

This location brings out the carefree attitude that matches the feeling and sounds of the ocean from Volta Jazz campaign film.

2. Polyrhythmic Ropes

Polyrhythmic Ropes top view

Runway top view

2. Polyrhythmic Ropes

Two areas of the installation allow for different activites - education, & interaction.

Polyrhythmic Ropes front view

Runway top view

People can move the ropes around and make their own unique seating arrangements, creating a positive association with the Wales Bonner Brand.

A celebratory journey

Private invite only show with online broadcasting, this experience creates the feeling of being in a black and white photo with inspiration that reveals itself as the models walk.

(Projected headline)

"Wales Bonner's Latest Pop-Up Installation Brings the Artistic Beauty of Faso Dan Fani to Life as Playful Seating for the City."

-

Movable ropes becomes seating that can be woven together to create infinite options for play

2. Polyrhythmic Ropes

Close up, people can appreciate the texture of the handmade textiles. The ropes are made of recycled clothes & fabrics also.

Visitors looking at and touching the fabrics used in the Volta Jazz Collection

2. Polyrhythmic Ropes

Ropes installation allow visitors to connect to the heritage of the Volta Jazz collection in a "larger-than-life" way.

A celebratory journey

Private invite only show with online broadcasting, this experience creates the feeling of being in a black and white photo with inspiration that reveals itself as the models walk.

The ropes at the back of the installation resemble threads before they are woven together.A tactile opportunity for visitors to understand Wales Bonner's dedication to quality & historical heritage.

Reference: Colored threads before being woven into Faso Dan Fani

2. Polyrhythmic Ropes

The right side of the rope installation has a seating area for various activities.

Here visitors can learn more about the Wales Bonner brand

Different activities to showcase Wales Bonner's dedication to culture. Dyeing, communal weaving, and storytelling opportunities.

2. Polyrhythmic Ropes

(Projected guest tweet)

"Just visited @WalesBonner's latest installation and I'm in love! Can't believe how fun and interactive it is! Gorgeous colors. #VoltaJazz.😍😍"

Projected impressions & actions

Brand Appreciation

Providing services for the public space increases positive brand perception

Vlogs & SoMe

Brand Awareness - Blogs etc.
(Visiting the Wales Bonner Pop-Up)

Online Presence

Online posts create a buzz online for others to see what they missed out on

A celebratory journey

Private invite only show with online broadcasting, this experience creates the feeling of being in a black and white photo with inspiration that reveals itself as the models walk.

2. Polyrhythmic Ropes Outcomes

Outcome

Positive brand image & chance for visitors to feel Volta Jazz's connection to heritage in a tactile way.

2. Polyrhythmic Ropes Outcomes

3. Musical Set

Musical Set-  Key inspiration takeaways

Runway Show -  Key inspiration takeaways

Subversive

Connective

Starts conversation

Making do: Doing the
best with what you have

Posing: Creation
of self

Idea: Music reflecting the times
& vice versa
(What is the soundtrack to your life?)

Polyrhythm:
Blending of individual beats

Idea of travel - Where
could you be in the future?

3. Musical Set

A set that reflects the sound of the times

A celebratory journey

This installation is an abstraction of Sanle Sory's photo sets, allowing people to pose and make rhythm collaboratively and alone.

A music space with two areas to make your own rhythm and pose for pictures

1. Ramp of repurposed materials that people step on to make rhythms

2. Speaker seats people thump to create layered rhythms

3. Musical Set

The timed usage the ramp and seats allows visitors to feel the energy of the times, a Burkina Faso that came alive at night.

Daytime - The steps record sound that people make during the day.

Evening - Ramp comes alive with a mix of rhythmic sounds made during the day. A unique dance party.

Location: Radhuspladsen

Location:
Søren Kierkegaards Plads

This location is a good sunny plaza that allows people to sit and watch, and join in whenever they want to.

3. Musical Set

Musical Set top view

Three different areas allow visitors to experience the installation in different ways.

Runway top view

3. Musical Set

Musical Set side view

Runway top view

This installation is intended to blend into the city plaza, allowing people to discover it naturally as they go about their day.

A celebratory journey

Private invite only show with online broadcasting, this experience creates the feeling of being in a black and white photo with inspiration that reveals itself as the models walk.

(Projected headline)

"Dance to the Beat: Wales Bonner's SS22 Collection Takes Center Stage with an Engaging Installation that Blends Fashion & Personal Rhythm."

-

A first view from the outside. The large poster provides shade & tells visitors this is a Wales Bonner experience.

3. Musical Set

The installation has 3 areas that allow people to engage in different activites or just watch.

View looking towards ramp area

3. Musical Set

Repurposed material ramp allows visitors to feel the resourceful feeling of the time.

A poster at the back subtly mimics the Sanle Sory's studio

Varied materials create different sounds that mix as people jump on them.

(Projected guest tweet)

"@WalesBonnerís musical ramp is a must-try! Amazing how quickly strangers can make beautiful music together. Super fun & unique experience. #collaboration #funinthesun 🎵👌"

3. Musical Set

The middle area contains speakers & speaker seats that people can thump to add to the rhythm.

Speakers broadcasting a background rhythm

People can thump the seats to add to the rhythm

3. Musical Set

As time goes on a complex layered polyrhythm gets formed.

Early every day the rhythm coming out of the speakers is simple. As more people thump on the seats a layered rhythm forms that reflects the people of that space.

3. Musical Set

Takeaway: A scannable QR code for a shareable sound snippet of music you made, or a physical paper printout that looks like the album covers from 70s Burkina Faso

Speakers seats have a slot on the side for a physical printout or a QR code scan

Rhythm made during the day fuels a party at night.

Thump on the metal panel to add syncopated rhythm to the music

Speakers activate at night & play a mix of recorded rhythms from the daytime.  Visitors then feel the nightlife energy that fueled the Volta Jazz collection.

(Projected guest tweet)

"@WalesBonnerís SS22 installation is a true party! Had a blast creating rhythms with others and dancing down the ramp. And the nighttime music mix is fire🔥🔥"

3. Musical Set

A sign has an image of where other broadcasted rhythm is coming from. Satellite installations from around the city being interacted with.

3. Musical Set

This is an example of sizing for a possible satellite installation.

3. Musical Set

Projected impressions & actions

Brand Appreciation

Providing services for the public space increases positive brand perception

Vlogs & SoMe

Brand Awareness - Blogs etc.
(Visiting the Wales Bonner Pop-Up)

Online Presence

Online posts create a buzz online for others to see what they missed out on

3. Musical Set Outcomes

Outcome

Opportunities for positive brand image & awareness through sharing on social media.

3. Musical Set Outcomes

4. Sand Box

Sand Box - Key inspiration takeaways

Runway Show -  Key inspiration takeaways

Connective

Starts conversation

Music - Notes that
punctuate space

Visual rhythm: A place where the
rhythm of social groups adds a
new layer of meaning to "polyrhythm".

How different fabric
patterns record history

4. Sand Box

A box of colors

A celebratory journey

The sandbox is a larger than life box of colored sand that mimics the patterns of colors used in the Volta Jazz collection.

Sand box at the beginning of the day.

As people walk between zones boundaries become blurred. Shifting boundaries allow visitors to connect with the theme of creating layered rhythm. How: colored zones and spacing between groups of people

4. Sand Box

Faso Dan Fani is a story telling fabric. Having a fabric weaving machine at the sandbox lets visitors make their own story & buy into the Wales Bonner brand.

Weaving machine at the beginning of the day.

As people walk between zones boundaries become blurred. Shifting boundaries allow visitors to connect with the theme of creating layered rhythm. How: colored zones and spacing between groups of people.

Location: Radhuspladsen

Location:
Søren Kierkegaards Plads

This location is a good sunny plaza that allows people to sit and watch, and join in whenever they want to.

4. Sand Box

Sand Box top view

Large expansive area allows people to explore & create impromptu moments with others

4. Sand Box

Sand Box side view

The sand box is a nice height for people to stop and sit at as they pass by.

A larger than life wall of fabric being woven. Records the actions of people's movement in the sand box.

This installation is intended to blend into the city plaza, allowing people to discover it naturally as they go about their day.

A celebratory journey

Private invite only show with online broadcasting, this experience creates the feeling of being in a black and white photo with inspiration that reveals itself as the models walk.

(Projected headline)

"Wales Bonner Transports to Another World During Fashion Week, Reviving West African Tradition with Polyrhythmic Sand Installation"

-

A first view from the outside. The large poster provides shade & tells visitors this is a Wales Bonner experience.

4. Sand Box

The usage of sand because of the juxtaposition of its natural qualities vs the concrete jungle of the city. Creating a pop-up beach creates brand intrigue.

A view from the corner of the sand box

Campaign poster with Volta Jazz imagery tells visitors this is by Wales Bonner

4. Sand Box

The sandbox is intended to be multi-functional allowing visitors to use it how they like, & increasing positive brand perception.

A visitor reading the newspaper at the side of the sand

Families running and playing on the sand

4. Sand Box

(Projected guest tweet)

"Highlight of my day at #Cphfw: discovering the colorful sandbox installation by @WalesBonner. So unexpected and playful - Weaving machine is next level 🧠#FasoDanFani"

Weaving machine at the back allows visitors to examine fabric used in the Volta Jazz close up.

A celebratory journey

Private invite only show with online broadcasting, this experience creates the feeling of being in a black and white photo with inspiration that reveals itself as the models walk.

A responsive machine adjusts its weave pattern mirroring the sand box. This allows people to directly visualize the record of a story in the fabric.

View of the weaving at the start of the day.

4. Sand Box

Pattern at the start of the day

Close-up view of weaving machine updating pattern

(Projected guest tweet)

"@WalesBonner's weaving machine is crazy! 😮 I used to think only heiroglyphs told stories but not anymore! A must-see for sure if youíre in the city."

Projected impressions & actions

Brand Appreciation

Providing services for the public space increases positive brand perception

Vlogs & SoMe

Brand Awareness - Blogs etc.
(Visiting the Wales Bonner Pop-Up)

Online Presence

Online posts create a buzz online for others to see what they missed out on

A celebratory journey

Private invite only show with online broadcasting, this experience creates the feeling of being in a black and white photo with inspiration that reveals itself as the models walk.

4. SandBox Outcomes

Outcome

Creates intrigue & curiosity for passerby while allowing guests to buy into the Wales Bonner world in a light & easy way.

4. SandBox Outcomes

5. Window Display

Window Display- Key inspiration takeaways

Runway Show -  Key inspiration takeaways

An amplifier

Starts conversation

Sunset gradients
color scheme

Dance - Clothing
in movement

Idea of travel: Aspirations

Connection: Wales Bonner
clothing as the link between past & future

5. Window display

Clothing that comes to life

The goal of this window display is to emphasize movement and dynamic motion of clothes in action.

Clothes in the windows can be made to "dance" using programmed fans

5. Window display

3 window display options

Each of the window display options will use fans blowing the clothes to impart the feeling of dynamic movement on the viewer.

Clothes that "follow" people walking by

Clothes that swirl & "dance"

Clothes hovering above an undulating "wave" of faso dan fani

5. Window display

The goal of this window display is to emphasize movement and dynamic motion of clothes in action. Each show movement in a different way.

*Each facade is made of aluminum with an orange gradient referencing sunset on the exterior of a airplane fuselage.*

(Projected headline)

"Dancing in the Breeze: Wales Bonner's Latest Window Display Celebrates
Movement and Grace & Channels the Spirit of Bygone 70s Burkina Faso"

-

Location: Strøget

Location:
Søren Kierkegaards Plads

This location is a good sunny plaza that allows people to sit and watch, and join in whenever they want to.

5. Window display

Window display 1

Runway top view

5. Window display

This window display references two types of fabrics. It has blue ropes that reference indigo dye and a undulating fabric that references Faso Dan Fani.

A celebratory journey

Private invite only show with online broadcasting, this experience creates the feeling of being in a black and white photo with inspiration that reveals itself as the models walk.

A daytime frontal view. The idea of travel: curved windows that resemble airplane windows.

Night time view

5. Window display

A view from street approaching window display

People examining clothes on display

5. Window display

The clothes in each display are suspended in the air through the usage of fans.

Clothes above a undulating wave of Faso Dan Fani add kinetic movement to the display

Clothing floats through the air as people walking past, and ropes bend to follow also

5. Window display

The clothes in each display are suspended in the air through the usage of fans.

Fans inside the speaker boxes keep the clothes up

Close-up of indigo blue dies kinetic ropes

5. Window display

(Projected guest tweet)

"Saw these window displays by @WalesBonner that were sooooo fun! They seemed to follow you as you walked by & I almost couldn't drag my toddlers away.🤣 #FasoDanFani"

Window display 2

Runway top view

5. Window display

This window display references Faso Dan Fani using an undulating fabric, and has a large bay window so people can watch clothes from the Volta Jazz collection in motion.

A celebratory journey

Private invite only show with online broadcasting, this experience creates the feeling of being in a black and white photo with inspiration that reveals itself as the models walk.

A daytime frontal view. Some of the clothes are larger than life, allowing details to be seen from far

Night time view

5. Window display

A view from street approaching window display

People examining clothes on display

5. Window display

The clothes in each display are suspended in the air through the usage of fans.

Window bay 1 - A jacket floats around here

Air is fed through these vents that look like speaker domes. Intended message:
Clothes that move with the sound of music

5. Window display

The clothes in each display are suspended in the air through the usage of fans.

Close-up of second window bay. 3 glass panels like airplane windows

Undulating polyrhythmic striped cloth

5. Window display

(Projected guest tweet)

"The @WalesBonner window display is like a work of art. The way the fans make the clothes flow is so graceful. 🌬🌬#FashionAsArt"

Window display 3

Runway top view

5. Window display

This window display has a row of windows that resemble airplane windows & blue swaying ropes that reference indigo used in the Volta Jazz collection.

A celebratory journey

Private invite only show with online broadcasting, this experience creates the feeling of being in a black and white photo with inspiration that reveals itself as the models walk.

A daytime frontal view. Steps & railing reference boarding a plane and allow people to relax.

Night time view

5. Window display

A view from street approaching window display

People examining clothes on display

5. Window display

The clothes in each display are suspended in the air through the usage of fans.

Clothes float in the air and the background indigo ropes sway with them

Seating allows for impromptu conversations about the installation

5. Window display

Close-up - clothes contrast with the background

Ropes can be made out of recycled materials for a better brand reputation

5. Window display

(Projected guest tweet)

"Was walking down the street and the @WalesBonner window display caught my eye. The movement in those clothes is amazing! Super wavy!🌊🌊🌊"

Projected impressions & actions

Brand Appreciation

Providing services for the public space increases positive brand perception

Vlogs & SoMe

Brand Awareness - Blogs etc.
(Visiting the Wales Bonner Pop-Up)

Online Presence

Online posts create a buzz online for
others to see what they missed out on

A celebratory journey

Private invite only show with online broadcasting, this experience creates the feeling of being in a black and white photo with inspiration that reveals itself as the models walk.

5. Window Outcomes

Outcome

Attracts the attention of passerby & people sitting nearby. Kinetic displays enable curiousity & social media sharing.

5. Window Outcomes

Overall - So what will you get?

Runway top view

Overall Results

Brand Prestige

Increase in brand prestige, consumer connection, and overall awareness in the public eye

Sales

Exposing people to the world of Wales Bonner allows people buy-in to the brand beliefs

Brand Continuation  

Funding allows you to build onto next collections & explore new artistic perspectives

Ready to make a splash together?

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