Category:
Year & Duration:
Software Used:
Brand Strategy
Installation Design
Spring 2023
16 Weeks
Rhino, Unreal Engine,
Adobe Photoshop, Illustrator, Procreate
Category:
Year & Duration:
Software Used:
Brand Strategy
Installation Design
Spring 2023
16 Weeks
Rhino, Unreal Engine,
Adobe Photoshop, Illustrator, Procreate
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
Why - Copenhagen is a major destination city that is wealthy, cultured, and is a place where families, fashionistas, and culture buffs convene.
Why - Fashion week is a time when people convene & perspectives mix, sparking conversation.
What should people come to understand about the brand?
For Black voices and stories.
Questions cultural & perceived value.
Fluidly mixes historical references.
Stretches the parameters of classic style
Explores perspectives & expands awareness.
What inspiration points do we want the target audience to understand about Volta Jazz?
Colors, textures, and patterns from Burkina Faso's most famous photo studio, Volta Photo.
Polyrhythms, layered sound & jazz created a unique sound of the times.
Joyful resourcefulness & optimism. The attitude of making do with what you had.
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
• A deeper desire to connect & relate to heritage
• With age, deeper understanding & appreciation for story
• Financial ability to show aspirational lifestyle they desire
However...
Fashionistas (Approaching 40s)
Families
1 Runway Show
2 Polyrhythmic Ropes
3 Musical Set
4 Sand Box
5 Window Displays
Emphasis on participation
& creating layered rhythm
Self-expressive
feeling
Jubilant feeing of
the times
Faso Dan Fani
fabric inspiration
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
This location brings out the carefree attitude that matches the feeling and sounds of the ocean from Volta Jazz campaign film.
Runway starts narrow then flares out into a celebratory expansive space.
Red arrows - Path models will take
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.
Exterior view of runway, made of repurposed wood planks
Entry through curtains inspired by photo studio
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
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)
Yellow light removes color from space
White light shows color where it shines
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.
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.
Backing track
Section view: Drumming on seats flutters fabric curtains
+
Guest's beat
+
Guest's beat
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 tweet)
Start of the runway
Model juxtaposed against inspiration image & spotlight revealing colors
Black and white feeling allows viewer to feel immersed inside Sory's studio & nightlife photo environment
Center of the runway has asphalt texture that allows viewer to connect to the street setting
Fabric flooring spills out from behind curtains intended to recall Sanle Sory's studio & backdrops
Inspiration source: Faso Dan Fani & Sanle Sory's studio backdrops
Transition towards printed images of the street party scenes, allows viewer to visualize party atmosphere in second environment
Approaching double height expansive space. Aim: feels like a explosion of sound and energy
A wall of speakers reference the feeling of a band and celebration. Goal: make the viewer feel like they are in a party.
Double height printed images on curtains and speakers that viewers can interact with
Juxtapose of model against double height party scene. Messaging Goal: the energy is distilled into the clothes.
Wall of speakers allowing guests to feel the party atmosphere
A distillation of culture, energy, and life
Starting the walk back towards the backstage area
Approaching the backstage of the runway, exiting viewer's sight
(Projected guest tweet)
Coverage of runway show increases visitation to the Wales Bonner site.
Organic content like blogs etc.
(What I wore - Wales Bonner show).
Online posts create a buzz online for others to see what they missed out on.
Runway allows core consumers to deep dive into inspirations and influences.
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 photoshoot lensed by Malick Bodian in the streets of Accra, Ghana
Insight takeaway emotions: Expressive, self-confident, independent, majestic
Insight takeaway emotions: Homely, natural, intriguing, self-sufficient, worldly but still “at home”.
Ideas about a runway that takes the model from a smaller picture to gradually seeing the bigger picture, and enlarging their "frame" of mind. Once alone, ending up together.
A beach chair that turns
into a runway.
Tall fabric curtains that simulate splitting the ocean and walking through.
Concept: Make the runway audience sit on a jumbled mess of different height speaker boxes to simulate the feel of West African photo studios like that of Malick Sidibei's.
Ideas about a runway that takes the model from a smaller picture to gradually seeing the bigger picture, and enlarging their "frame" of mind. Once alone, ending up together.
Wales Bonner In store display
Speaker box stack
Malick Sidibei's boxes of films
Malick Sidibei's rows of cameras
Yellow light makes everything look black and white
View of runway from outside, small holes for people to peep in
A option for a window, seems like a moving black and white photograph,
or could be translucent and see moving shadows
Shape that goes from narrow to wide.
Side view of people peeking in during runway show
Repurposed wooden planks of teak, mahogany, or padauk
A white light that tracks the model and illuminates
the audience when he/she gets near
A model in full color with a backdrop of black and white
Faso dan fani patterns printed on wooden planks.
References origin of collection.
Roof openings
Narrow strip of skylight surrounded
by yellow light overhangs
Sun comes in from the top. Show done at noon.
Shoreline set
The street set
Speaker set
Guy with his camera
Sets on
the inside
At the end of the runway is a sculpture/ set design
piece where the cameras go by yellow light overhangs
A runway from studio, to street life, to dance area with festivity in between.
Studio to street life, to dance area
Values:
• Appreciation of history (repurposed materials)
• Transportive qualities
• “Wales Bonner is a brand that appreciates culture & moves the needle”
• Expands Black storytelling experiences (Amplifier)
• Values connections between cultures ( similarities)
• Disruptive ( Remixes old experience in new way)
Street backdrop with speaker
seats and sheet metal roof
DJ table connected to speaker seating
Seasonal colors and a speaker wall
Top down view with model pathing
Arranged in 3 stages: set, street, dance area
A elevated dance area that imitates the ones in 70s Burkina Faso
Elevated square dance area
Light shining from inside studio
casting fabric pattern
Fabric that spills out of the studio
Fabric that spills out of the studio
Condensed runway: Uncovered
speakers, reclaimed wood walls
Condensed runway: A smaller texture rich
runway with reclaimed wood dance area
Condensed runway:Instead of opaque walls, they could
be translucent with shadows of people dancing behind them
Condensed runway: Uncovered speaker boxes
Condensed runway: A richly textured fabric floor that spills out from the photo studio doors
Condensed runway: one large
dance area with tall fabric walls
Front view of runway, large prints hide speakers controlled by audience seats inside
Oversize printed fabric unravels at bottom,
turning into a patterned floor referencing photo studio.
Meaning: models clothes have distilled culture
Side section view of runway.
Double height prints.
Dance area has oversize prints on fabric lining walls, when audience hits their seats the speakers behind the prints shake the print, making it come to life
Vibrant backdrop fabrics spill out from
the studio into the street forming a path
Oversize prints of Burkina Faso partiers hide speaker drums connected to and controlled by audience seats.
Heritage - Hand
made from Burkina Faso
Rhythm - in color,
texture, and size
Weaving as a
way to tell stories
Different weavings
telling different stories
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
This location brings out the carefree attitude that matches the feeling and sounds of the ocean from Volta Jazz campaign film.
Two areas of the installation allow for different activites - education, & interaction.
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)
Movable ropes becomes seating that can be woven together to create infinite options for play
Visitors looking at and touching the fabrics used in the Volta Jazz Collection
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
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.
(Projected guest tweet)
Providing services for the public space increases positive brand perception
Brand Awareness - Blogs etc.
(Visiting the Wales Bonner Pop-Up)
Online posts create a buzz online for others to see what they missed out on
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.
Ropes with a handle on it
Climable ropes of different thickness that people can lay on.
People making their own spaces
Rope thickness determines pre set "rhythm" that people will follow to climb them
Blue gradient
A knit wall of braided ropes on top and loose rope for seating.
The braided top ropes cast a shadow.
Yellow light effect where the presence
of people brings the colors to life
Evening usage for street musicians
Maybe the wall could lean back and be climbable on the braided section
A wooden platform on top
An experience booth where people can try braiding their own sample to take home
Adjustable ropes
A large poster reference to another installation in a different part of the city- continuing the story
Maybe people can create flags to feel more included
People can create custom weaves that tell their
own story and combine them to create a pavilion
Different uses throughout the day ( focus on appreciation)
Maybe the booth space can be educational
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?
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
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.
This location is a good sunny plaza that allows people to sit and watch, and join in whenever they want to.
Three different areas allow visitors to experience the installation in different ways.
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)
A first view from the outside. The large poster provides shade & tells visitors this is a Wales Bonner experience.
View looking towards ramp area
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)
Speakers broadcasting a background rhythm
People can thump the seats to add to the rhythm
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.
Speakers seats have a slot on the side for a physical printout or a QR code scan
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)
A satellite location next to the canal, allowing visitors to feel the carefree spirit of the Volta Jazz collection
This satellite location could be at S¯øren Kierkegaards Plads next to the runway
Front view of satellite rhythm installation.
A striped fabric floor references cloth used in the collection.
Two speakers. One for broadcasting sound from main installation, other to play rhythms made in this location.Together they make a layered soundtrack.
Poster showing an image of the main installation at Radhuspladsen
Providing services for the public space increases positive brand perception
Brand Awareness - Blogs etc.
(Visiting the Wales Bonner Pop-Up)
Online posts create a buzz online for others to see what they missed out on
Inspired by the Spanish Steps in Italy & the idea of posing. How do you act when in control of self-image? When not being made to fit into someone elseís idea?
Extrusions from the pattern used
in the studio made into seating
Sand bags that make a sound when
you step on them similar to a rattle
Sunset gradient
Moveable seating "drums"
Steps could have holes for
placing seats that are drums too.
Sunset gradient
4 against 3 polyrhythm
steps on the way up.
Djembe drum on the inside.
Sound made when you
hit them with your heels
Speaker look from the outside.
Maybe people can take pictures through
the periscope holes for a new perspective.
These sections use a snare
cajon mechanic for rattle sound
Variable height seating that looks like speakers.
Variable height seating
that looks like speakers.
Ramped w/cutout for ADA friendly
Flat version
Speaker look from the outside.
Maybe people can take pictures through
the periscope holes for a new perspective.
These sections use a snare
cajon mechanic for rattle sound
Variable height seating that looks like speakers.
Variable height seating
that looks like speakers.
Ramped w/cutout for ADA friendly
Flat version
Speaker look from the outside.
A casual poster on the side of a speaker seat
the is a picture of the next installation
Maybe ramp could be lit with the yellow lights at night and "be discovered" by people walking over them.
Then the light will turn white. "What was always there"
Speaker seats make sound
Speaker seats dormant for now
The steps record sound that people make during the day
The steps record sound that people make during the day
Ramp comes alive with a mix of rhythmic
sounds made during the day. A unique dance party.
Daytime use
Evening use
People can play hit these
speaker boxes to add
their own rhythm to
the one that already exists
Print-out of your recorded beat, or an invitation to the main
ramp installation or store to hear a more complete version
Poster showing location source another satellite speaker installation
Satellite installation: Has two groups of speakers.
One large speaker playing inputs from a different location.
Second group of speakers by-passers
are encouraged to play on and add to the rhythm.
Rhythm speaker boxes
Rhythm making ramp
This ramp installation could be the central
installation, with two rhythm areas. Satellite
installations will be composed of smaller speaker boxes
Print-out from speaker of your recorded beat in that moment
QR code to download music you made
Rhythm speaker boxes
Rhythm ramp
3 Elements of this installation
Footprints and handprints are projected onto the floor
to suggest people can dance there and hit the speakers
Rhythm played becomes more layered over time
Side view of installation
Polyrhythmic fabric under the installation
Maybe the posters could be printed on fabric that
unravels at the bottom for people to feel the tactility
To reference & raise awareness of the retail store one of
the speaker boxes could have a live video feed of the main store
Large poster behind ramp &
hung posters like laundry
Satellite installations could have a large
ad campaign poster behind them
Ideations for placement of large ad campaign posters
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
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
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.
This location is a good sunny plaza that allows people to sit and watch, and join in whenever they want to.
Large expansive area allows people to explore & create impromptu moments with others
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.
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)
A first view from the outside. The large poster provides shade & tells visitors this is a Wales Bonner experience.
A view from the corner of the sand box
Campaign poster with Volta Jazz imagery tells visitors this is by Wales Bonner
A visitor reading the newspaper at the side of the sand
Families running and playing on the sand
(Projected guest tweet)
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.
Pattern at the start of the day
Close-up view of weaving machine updating pattern
(Projected guest tweet)
Providing services for the public space increases positive brand perception
Brand Awareness - Blogs etc.
(Visiting the Wales Bonner Pop-Up)
Online posts create a buzz online for others to see what they missed out on
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.
Faso Dan Fani being hand-woven
Rhythms that mix together
Colored sand on the beach?
Looks like a wall of speakers on one side, wall of drums on the other
When people pass by the translucent films a new "rhythm of passing by" is made out the polyrhythm
Vertical curtain version where sun shining
through creates a light rhythm on the ground
Sandbags rattles played by stepping on them
A wall of playable drums arranged in a polyrhythm pattern
Different shapes underneath the sand. More sand removed = louder.
Each section has some hidden rhythm instruments underneath.
Polyrhythmic pattern
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
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.
Sunset gradients
color scheme
Dance - Clothing
in movement
Idea of travel: Aspirations
Connection: Wales Bonner
clothing as the link between past & future
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
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
*Each facade is made of aluminum with an orange gradient referencing sunset on the exterior of a airplane fuselage.*
(Projected headline)
This location is a good sunny plaza that allows people to sit and watch, and join in whenever they want to.
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
A view from street approaching window display
People examining clothes on display
Clothes above a undulating wave of Faso Dan Fani add movement to the display
Clothing floats through the air as people walking past, and ropes bend to follow
Fans inside the speaker boxes keep the clothes up
Close-up of indigo blue dies kinetic ropes
(Projected guest tweet)
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
A view from street approaching window display
People examining clothes on display
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
Close-up of second window bay. 3 glass panels like airplane windows
Undulating polyrhythmic striped cloth
(Projected guest tweet)
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
A view from street approaching window display
People examining clothes on display
Clothes float in the air and the background indigo ropes sway with them
Seating allows for impromptu conversations about the installation
Close-up - clothes contrast with the background
Ropes can be made out of recycled materials for a better brand reputation
(Projected guest tweet)
Providing services for the public space increases positive brand perception
Brand Awareness - Blogs etc.
(Visiting the Wales Bonner Pop-Up)
Online posts create a buzz online for
others to see what they missed out on
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.
Another feeling expressed in the Volta Jazz collection is the feeling & aspiration of travel
The connection between tradition & modernity
A journey: As the region transitioned from being a French
colony to independent, music helped create core identity for people.
Concept for kinetic window display, blue
cloth moves with boat riding on top.
Blue cloth will be special cloth made
in that region that represents the people.
Window display with stairs up to airplane windows.Products displayed inside.
Sunset gradient on outside metal, reminiscent of sunshine in the air
Behind the products are cotton ropes with a gradient color from white to blue, in a pool of indigo. The dyed ropes represent tradition. Airplane windows represent modernity.
Concept where one window looks into the store .The right window is viewed from the inside and displays the viewer's eyes in a huge size to the street as they look at the product.
Similar indigo died cotton ropes submerged into a pool.
Increase in brand prestige, consumer connection, and overall awareness in the public eye
Exposing people to the world of Wales Bonner allows people buy-in to the brand beliefs
Funding allows you to build onto next collections & explore new artistic perspectives