Download - Alexandra Miller Digital Porfolio

Alexandra Jayne [email protected]

RavensbourneBA (Hons) Fashion Promotion

www.alexandra-miller.org

FMP For my final major project I have researched into the area of Covent Garden, the rise in the area’s luxury status and how to communicate this to the areas current consumer market as well as targeting a new kind of customer


FROST FAIRCelebrating 600 Years...


Concept Visual

For six hundred years Covent Garden has been home to Lords and Ladies, actors and actresses, clowns and coffee houses. Now, in the 21st century Covent Garden is rapidly becoming one of the biggest luxury shopping and lifestyle destinations in London. This campaign for Covent Garden will combine experiential and digital marketing to create a fully immersive experience for the public that will affirm Covent Garden’s position in the luxury sector. The event ‘FROST FAIR’ will take place December 2015, with the use of events and advanced social media. It will take influence from Covent Garden’s past and look forward to it’s future as a global luxury shopping destination.


“Transform the retail mix and reinvigorate the district whilst maintaining the character of

the area.”Capital & Counties Properties PLC, aims for 2014. Annual Report & Accounts 2013


Facts

3919 8724 54

The Covent Garden area is host to variety brands, which spread across a wide range of age, gender and social interest. They are split up into four main categories; men’s fashion, women’s fashion, beauty & grooming, food and drink, children’s toys & accessories and lifestyle. The number of brands also reflect the variety, there is no one dominate category therefore the cosumer base and target market are just as varied.

Number of stores per category

27


Research

Key:

Womens Beauty:1, Burberry Beauty Box2 ,Dior3 ,Chanel4, MAC

Menswear and Grooming5, Hackett House/Murdock6, Ted Baker7, Oliver Sweeny 8, Fred Perry

Food and Drink9, Godiva10, Shake Shack11, Jubilee Market Hall12, Balthaza

Children’s 13, Benjamin Toy Shop14, Disney15. Build-a-Bear16, Eric Snook Toy Shop

“Chanel, Dior and Burberry’s presence in

Covent Garden continues to challenge

preconceptions of global luxury in London”

Bev Churchill, Capco Creative Director

In the past six years Covent Garden has seen almost half of all retail space change from mid-market to luxury. In 2006 the openings of the Chanel and Apple stores were the first introduction of luxury into the area that crossed over lifestyle sectors. Leading the way for a more diverse selection of shopping.


Edwardian Beauty

Week one of FROST fair takes inspira-tion from the classic film ‘My Fair Lady’ and the ladies of the Edwardian era. Throughout the week the event will host a series of ladylike events including complimentary treatments and makeovers, demonstrations and ‘How to...’ master classes from industry professionals as well as a pop-up afternoon tea room.

Interior Concept Design

Floor Plan


Regency Man


Floor Plan

The second week of FROST FAIR is inspired by Beau Brummell and the ‘Regency Man’. The week will be a celebration of the English gentleman.The event will offer all the men of Covent Garden a chance to be boot, suited and groomed by Covent Garden’s finest menswear brands and barbers.


Victorian Christmas


Floor Plan

For the third week of FROST FAIR pays homage to traditions of the Victorian age, it celebrates the invention of the Christmas cracker, the first Christmas turkey and the transformation on the mince pie. Whilst hosting a 5 star dining pop-up .


Actors Playground


Floor Plan

For the fourth and finale week of FROST FAIR, Covent Garden celebrates being at the heart of the West End with a fun filled week of clowning around. This week re-members the arrival of the Harlequinade to Dury Lane theatre, London’s most fa-mous clown Joseph Grimaldi and family fun tradition of the Christmas pantomime.


December 1st- 6th 2015

C e l e b r a t i n g 6 0 0 y e a r s o f

E l e g a n c e

December 8th - 13th 2015


O p u l e n c e

December 15th- 20th 2015


T r a d i t i o n

December 22nd - 28th 2015


M a g i c

Promotional Materials

Information Booklet Front Cover

Christmas Decoration Give-away


Social Media

Website Live Stream

Instagram

Twitter


Social Media


Website

Website


D&AD: NEW BLOOD

John LewisJohn Lewis is a well known British brand with a wide customer base. Focus on those customers who are ahead of trends and like to try new and interesting things. Appeal to the shopper who‘s always on the go and so finds it really important to be connected to the world through technology. Appeal to their individuality with something visually engaging and inspiring. Reinvent the packaging that John Lewis uses to deliver online purchases. Create an engaging, aspirational home delivery experience fit for the modern age of connected, tech-savvy, digital native shoppers.


CONCEPT #JohnLewisECOMy concept for the D&AD: New Blood brief for John Lewis online packaging is focused around ecomaterials and the emerging trends of bio-based packaging.

John Lewis ECO-delivery is a new campaign for John Lewis’s online shopping, when buying online consumers have to the opportunity to select the Eco-delivery option. All aspects of the delivery packaging are 100% biodegradable, they can be recycled at home by the road side recycling service or sent back to the company to be disposed of.

ECO-delivery

#JohnLewisECOECO-delivery

ECO-delivery


LOGO DEVELOPMENT


ECO MATERIALSMushroom Materials are high performance bio-materials grown from mycelium & agricultural waste. Unlike polystyrene the bio materials are 100% compostable, fire resistant & require little energy to produce as the products are grown not made. The use of Mushroom Material is also more cost effective than bubble wrap or polystyrene for as there is no disposal cost. Meaning the company and consumer can depose of the packaging or reuse it at no financial cost.

Flax vicose fabric bags are produced using flax-fibre industrial waste. The bags are a new alternative to plastic carrier bags & packaging for the retail industry. Because the bags are made from industrial watse no natural resources are used in the making process & very little engry is used in production. Due to the structure of the fabric the bags will naturally start to decompose with 60 days after being discarded.


INSIDEPACKAGINGAll of the inside protective packaging for the Eco-delivery service is made from Mushroom materials. The material can be tailored to match any John Lewis product.


OUTSIDE PACKAGINGPolythene plastic will be a first touch point, clearly branded with the ‘Eco’ logo and recycle symbol, informing the consumer of the nature of the bag and service.

The re-useable eco flax bags will replace the any excess plastic inside the main parcel. The flexible soft fabric will adapt shape to each parcel allowing for easy stacking and storage from John Lewis warehouse to customer home.


GFW Ravensbourne stand design Graduate Fashion Week 2015.The theme was ‘New-Industrials’, and the task to accommodate 80 student portfolios and their work. ’


INSPIRATIONThe inspiration for the project came from looking at different industrial materials like wood, metals and slate etc. And how they can be incorporated into a living environ-ment through the use of furniture, light fixtures and accents.

I also looked at the use of geometric patterns that these natural materials make when used in a certain way. Strong influences for this project are the metallic colours used in the industrial materials along with the phrases ‘Grid Iron’, ‘Caged’ and ‘Geometric’.

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COLOUR


LIGHTING


THE STANDRAVENSBOURNE

Tarnished metal table & chair

surfaces.

Wooden flooring & beams.

Concrete walls.

The finale stand design is very sleek and minimal, with accents of concrete, tarnished metal and wooden beams added to the walls and furniture to create an industrial feel but in a stylish way.

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DEGREE SHOWINVITEThe brief: Using the theme ‘New Industrials’ and keeping within the Ravensbourne Degree Show guidelines create a course specific invitation for the private view showing of the Ravensbourne Fashion Promotion Degree show .

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INSPIRATION The inspiration for the private view invite based around the idea of industrial metal frame work and exterior structures.The colour pallet of the project was also inspired by the idea of metal works , using orange from aging copper, the grey from the steel beams and the concrete texture create the finish for this design.


INVITE


FLYER

Download - Alexandra Miller Digital Porfolio

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