A private showing for our
Dear Love collection

Client:
House of Orange

Timeline:
5 months

Year:
2019

My Role:
Creative Director, Lead Designer, Service Designer,
Physical Experience Designer

Team:
Designer, T. Stevenson, Event Coordinator, C. Swainston,
Associate M. Nadine, Y. Sandoval, Photographer, P. Alexandria,
Sponsor, Bogart Spirits

Project Overview

I was tasked with organizing an exclusive private exhibition to debut and present our "Dear Love" collection, a line inspired by the themes of love and heartbreak. This meticulously planned event offered an unforgettable experience for more than 100 attendees, offering a tantalizing glimpse of our upcoming clothing collection. It also featured interactive elements, fostering opportunities for networking and collaboration within the fashion industry.

My Role

In my capacity as the Creative Director and primary Physical Space Designer for this event, I played a pivotal role in shaping the event's overarching vision and atmosphere. Drawing upon various traditional design disciplines, including UX, industrial design, architecture, interior design, and behavioral design, among others, my objective was to create a space that stood out as both distinctive and innovative, all while aligning seamlessly with the brand identity of House of Orange.

I served as the primary point of contact for all parties involved in this project, ranging from sales associates and photographers to the singer and event coordinator. My responsibility was to ensure consistency and cohesion across every touchpoint, guaranteeing that the event's vision was realized in a unified and compelling manner.

Physical Space Design

The concept behind the design of this space aimed to craft an ambiance characterized by darkness, moodiness, and nostalgia. Heartbreak, often viewed negatively, has nevertheless served as a wellspring of inspiration for some of the most impactful works of art by some of our greatest entertainers. My goal was for attendees to immerse themselves in this emotional experience upon entering our event.

I carefully selected a spacious location that provided the flexibility to adapt and modify as my team and I saw fit. With this freedom, I strategically arranged the 10x10ft rolling cyc walls to create a visual separation between the shopping area and the rest of the event. Additionally, I sketched out how I wanted the space to look and then introduced pendant lights, suspending them from both the ceiling and walls to achieve the dim, moody ambiance I had envisioned.

Final Solution

We successfully threw a private showing that had over 100 customers who came and bought pieces from our new collection. We sold over 150 different pieces, with a total revenue of 15K in over 4 hours.

In summary, the design of the space was a harmonious blend of color, lighting, layout, interactivity, and branding, all carefully orchestrated to create an environment that resonated with the theme of our collection and left a lasting impression on attendees. It provided not only a backdrop for showcasing your creations but also a meaningful experience that immersed guests in the world of "Dear Love."

Conclusion

In our increasingly digitized environment, where digital clutter abounds, one of the last remaining avenues for true distinction is the "physical world." It was a pleasure to design a physical space that evoked an emotion that mirrored our collection as soon as you walked in the door. Whether that be from the dim lights, the art hanging on the wall or the live music that was playing throughtout the night. This enabled visitors to engage with the experience, creating a sense of effortless interaction. Moreover, visitors were delighted in the discovery of the space and clothing that accompanied it.