A creative practice exploring time, memory, and the relationship between our lived experience and the physical world
Client:
Everlane
Type:
Spaces
Location:
55 Wooster Street New York City
Year:
2018
Discipline:
Experiential Strategy
Spatial Design
Production
To tell a story around a product—and create a world around it—can bring to life its soul, far beyond the product as an object itself. This exercise was fully explored with the new launch into the underwear category for apparel and accessories brand, Everlane. Engaging the senses of touch, sight, and sound, a two-day experience, The Under Line, was realized to launch a simple product in immersive form in New York City and Los Angeles.
Using the launch campaign’s messaging and visual direction as foundation for the experience, the approach to the experience was to lean towards exhibition—a blend of large-scale imagery, interactive sound, and tactile installations—all choreographed together with narrative storytelling and a maze-like journey. Visually inspired by the product itself, the activation was designed with curved structures and cut-out forms assembled to reveal the experience in paced moments.
Fig 1.0 Brand Campaign, Everlane
The graphic form of the product's curved lines and cut-outs provided visual direction for spatial forms.
1/4 A spatial reveal.
As guests explored the linear space, the product narrative unfolded the story in chapters through interactive touch points to learn and discover, cued by immersive color-blocked floors and walls. The final phase of the experience culminated in a surprise-and-delight interaction to acquire the product with personalization and ease, as the experience of underwear should be to the body itself.
Fig 1.0 Material Display
Using blocks of raw cotton directly from the product factory, a materiality display showcases how the product manufacturing begins.
Fig 2.0 Listening Station
Hands-on audio directly shared stories and interviews directly from the factory floor.
Fig 3.0 Vending Machine
After completing a personalized product quiz, guests received a pair of the new product for free, dispensed from an interactive vending machine in a matter of seconds.
Photography — Guillermo Cano and Paulsta Wong
Millwork & Fabrication — Square Design
Environmental Signage — Carla Poirier and Zara Moore
