We have been assigned to collaborate in our second-year project at University with SEVENSTORE: a new community-led future fashion & creative retail space, offering the latest men’s fashion & footwear brands such as Off-White, Canada Goose, Acne Studios, Nike, e.t.c. We were instructed to choose one brand out of the over 100 high-end streetwear, luxury, and technical outdoor brands. When choosing our brands, we thought about the design, colour, and what catches our eye as we develop an installation project. When choosing our brands, we then aim to create a hyperphysical installation/exhibition for the brand, including a Hero Image and a 30-second moving image/visualiser. This provides us with experience in what it’s like working with an actual brand and having to design and create our own manufactured posters for advertising.
My ‘Hoka Shoes’ Installation Idea :
Hyper physical installation deepens your experience of “going on a jog” through colours. Deeper emotional connection, and sense of escapism from the ordinary that brightens mood and ignites authenticity (smell, sight, sound, and touch). Researched Misha Kahn and funky-looking maximalist sculptures in the setting of a living room: 2 sofas have significant colour palettes; like these Hoka shoes, freedom of shape and size: folding and bending with flexibility = shoes placed on furniture for viewing purposes
My ‘Hoka Shoes’ Installation Idea :
Hyper physical installation deepens your experience of “going on a jog” through colours. Deeper emotional connection, and sense of escapism from the ordinary that brightens mood and ignites authenticity (smell, sight, sound, and touch). Researched Misha Kahn and funky-looking maximalist sculptures in the setting of a living room: 2 sofas have significant colour palettes; like these Hoka shoes, freedom of shape and size: folding and bending with flexibility = shoes placed on furniture for viewing purposes
These three domes represent the inside of what my installation will look like, as the colours will match the scent and atmosphere, bringing the outside to the inside. This indoor dome will represent the grateful attitude we can also have towards respecting Mother Nature, limiting littering and destruction to our land. Placing the advertised matching coloured Hoka Shoe on the fake nature setting props will amplify the encouragement from the wider public, as the shoe is advertised in a performative artistic way; it would make them excited and eager to purchase one.
My ‘Hoka Shoes’ 30-second moving image advertisement visualiser :
This video is a 30-second ‘Hoka Shoes’ advertisement visualiser, which represents the ‘Hoka’ and ‘SEVENSTORE’ brand names, as well as the fine artist sculptures that I have researched, additional moving nature within the background, and a vibrating Hoka shoe as the final touch. With added DJ house music playing within the background, it gives a futuristic feel of how we can appreciate life and its nature while running/jogging around our block. Emphasising the colours as a whole, representing the importance of the construction and making of the Hoka shoe, revealing the overall aesthetic of athleticism to be romanticised.