A really successful window display that I found when researching imaginative and immersive concepts, was the University of the arts London (London College of Fashion) collaboration with H&M. UAL teamed up with H&M to make not just one, but a series of window displays throughout the country that illustrated the project to push sustainable fashion. UAL created seven different window displays that used and manipulated recycled clothes, to create a window that would stop customers in their tracks and make them want to take a closer look. I thought these concepts were genius and visually, they were gorgeous to look at.
My favourite of the seven, was the window display for London. Not only is the display vivid, a visual feast and such a satisfying colour palette, because it is using actual clothes but in a less conventional way, it stands out amongst the bland coloured architecture. The students who crafted this display, were asked to consider air pollution levels in London, especially the ones that are highest on Oxford Street, where this window is situated. Most people just throw their clothes straight into the bin, ready to be put in a landfill, however this display encourages people to do anything but that; pass them on, donate them to charity. Student Yewon Choe, one of the creators of this piece said "Oxford Street is one of the UK's most polluted streets so we wanted to change this by bringing new life into the street and make it breathe again". Blue is a perfect colour for this concept, because it is fresh, calming and clean.
Another display of the seven that I really liked was the one for Birmingham. This time, the concept involved the blossoming culture of the city, and the effect of the blossoming industrial revolution. This had a lot of planning, especially in terms of thinking of how to hold it together. There were no big machines used to put it together, it was all hand sewn and a combination of recycled clothes, keeping the theme of the display natural and encouraging to shoppers to reuse their clothing, altering their habits. This time, the clothes are multi-coloured to reflect the different cultures within Birmingham, and there is a lot of negative space which I really like, as usually town centres are crowded, so to have a space that is bare with some detail in the centre is very refreshing and something our group can think about.
The last one of the seven that I am going to talk about is the display for H&M's Dublin store. I chose this one because it looks like something you would see in a high fashion exhibition, but instead it is on the high street, available and free for everyone to see. I also really like the message of this one, as it is 'a vision created around the idea that once loved clothes could be loved again'. It looks high fashion, but is crafted from recyclable clothes that have been much loved beforehand. Genevieve Vasconcelos, from Genevieve Couture says that the exhibition "Illustrates the potential, and possibilities, of creating beautiful clothes from things we choose to throw away". It is exhibited to hopefully inspire others to get creative and make something unique out of their old clothes, instead of leaving them in a landfill.
This is my board of research that I have created to show the members of my group. I wanted to put together a board for this display, because I feel like it is such a unique concept, and one that you don't see very often therefore should be noted down. Although we will be making a display that uses animation, illustration and graphic design skills, I still think that the concept and the purpose behind this display is the most important factor and we could really benefit from thinking outside the box and thinking of ideas that will be ironic, rhetorical, and breaking habits of the consumer.
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