DE0931

Chloe Hughes

v002328

Creative Concept

1.

“The best way to predict the future is to create it” Abraham Lincoln

“I need my own space..........”

Giving someone space gives them the freedom to assert their identity and fulfil their personal needs.

2.

the idea

‘The Exhibition Space’

‘The Exhibition Space’ is a creative concept, which presents the elements of a design exhibition through a personal interactive, and experiential book. The aim is to promote awareness and interest in specific artists and designers.

It aspires to be a beautiful, stylish publication, heralding the new movement in the creative industry - the arrival of the Danish. The book explores and compliments the simplicity, minimalism and attention to detail Danish designers and artists use, and will act as a perfect showcase.

the InspirationClockwise circle, starting from top left: 3., 4., 5., 6., 7., 8., 9., 10.

11.

the aim

Imagine visiting an exhibition designed specifically for you. One that you can be alone in, explore and interact with freely, in your own time. One that you can carry around with you, and visit as many times as you want, and be just as intrigued as you where

the first time you experienced it....

A fashion exhibition provides the opportunity to document, explain, celebrate and promote awareness of a particular aspect of fashion or fashion designer. However there are implications for traditional venue based exhibitions which can be restrictive, such as cost, and limitations in relation to time scale and geography. Internet based exhibitions can overcome some of these issues, and provide the opportunity to vastly expand the audience, however there are no tactile elements to the experience. They can seem impersonal and it is harder to target specific audiences.

Previous research into fashion exhibitions, their potential, and their limitations suggested that there are opportunities for the creation of interactive exhibition experiences, beyond the normal gallery setting. This has led to the development of the idea of a book that functions as the exhibition or gallery space, presenting work from talented artists and designers. This project will enable me to explore and develop this idea, and to consider opportunities to brand the concept for the future.

My aim is to enable the readers of the book to become the audience or viewers as they would within a gallery setting. However the experience will be personal. They will turn the pages of their own book, in their own time, and select images, materials, and text to view and interact with. The owners of the book become a participant in their exhibition, as they touch fabric samples, and explore interactive elements. The book essentially becomes the owner’s permanent, portable exhibition. The concept will be identified as ‘The Exhibition Space’. This title will be on the front cover on the different issues of the exhibition books.

When flicking through the pages of the book, readers will become participants, and will be able to experience and touch a variety of different materials and surfaces, unfold or slide out paper images, perhaps take objects out of the book, or scratch through to reveal something hidden. There may be books within the book and information that provides links to digital content. Fabric samples will be slipped into the book in relation to specific designs and the readers will be able to touch them, remove them if they like; liberating their inquisitiveness, as the book will be their property. The aim is to enable readers to have more than one type of experience, to offer something more intriguing and playful than you might see in a conventional gallery setting or online. The reader would have control over how they choose to encounter the exhibition.

The design work will be informed by research into the artist’s books movement. Books that the V&A describe as, maintaining “the traditional structure of a book....they are noteworthy for their many different forms and influences.”

it’s happening

The launch of the book will be promoted by an interactive, experiential, event. This event will act as an appetizer for the exhibition book, and the ‘Exhibition Space’ brand. The event will be a playful, whimsical experience, where visitors enter into the space, and are encouraged to interact with pieces, watch performance art, and take part in various activities, to proceed to the reward; the book. Similar to the concept of the book, visitors will be invited to make the space their own, by, for example, being allowed to draw on walls, and physically interact with the art. At the end, the book could be given out to appropriate clients, such as PR, buyers, promoters, or, for the public, it can be purchased. The exhibition book will enable the reader to take home the content and provide more factual and visual information.

There will only be 150 copies of ‘The Exhibition Space; The Danish Issue’ created, therefore making it a limited edition product. It will be sold to resemble a piece of art, rather than an ordinary coffee table book. It will be coveted and treasured by those lucky enough to own it. ‘The Exhibition Space’ will also have an online presence, with a website, app, and social networking sites. The app website will also resemble a virtual exhibition, however it will be limited compared to the book. The website and app will also contain contact information for both ‘The Exhibition Space’ and the artists and designers that the issue is focusing on.

12.

the future

‘The Exhibition Space’ is a brand which has the potential to grow and develop in the future. If the Danish Issue is a success, there is the possibility for the concept brand to take this idea forward and focus on various different cultures and styles.

Future proposals for the ‘Exhibition Space’ concept include;’The Exhibition Space: Paper Issue’’The Exhibition Space: The Future Issue’‘The Exhibition Space : The Embellished Issue’’The Exhibition Space: The Indian Issue’.

This potential is what makes ‘The Exhibition Space’ a strong concept. It offers the readers the possibility to take home an exhibition on their favourite topic, and there is also the possibility that it could be used for areas of interest outside the creative industries; from plant life to marine biology, from sport to politics. A portable, accesible, immersive book, exhibiting and educating readers. Taking art outside of the gallery.

12.

References

1. Anne Sofie Madsen, Cherrilee Lookbook. Source: Margaret Sowa, Marketing Director, Anne Sofie Madsen2. Own image. Copenhagen3. Front cover, ‘Fashion Scandinavia’, Thames & Hudson, 20134. Bronia Sawyer, ‘Book Spine’, http://www.mymodernmet.com/pro-files/blogs/bronia-sawyer-body-parts-live-breath-art, accessed 2/2/135. Jean Phillip, ‘Fashion Scandinavia’, Thames & Hudson, 20136. Henrik Vibskov, ‘Fashion Scandinavia’, Thames & Hudson, 20137. NA, ‘Fashion Scandinavia’, Thames & Hudson, 20138. Henrik Vibskov, ‘Fashion Scandinavia’, Thames & Hudson, 20139. Own image. Copenhagen10. Artists book, http://alexandrart2012.blogspot.co.uk/2012/10/artist-books.html, accessed 2/2/13.11. Own image. Scandinavia Exhibition, Somerset House. 12. Own image. Peter Callesens works, Copenhagen. 13. Own image. Bikes in Copenhagen