Touch Points Hardcopy Designing and Inspiration - Diorissimo Fashion Film Planning.

I have created three moodborads below, as hard copies and scanned them onto my blog. I did this to bring to life some of my more complex touch points. I focused on my Pop-up Shop in Harrods as this holds imbedded touch points within it. These include my: Diorissimo Perfumery, Diorissimo Memorabilia, Diorissimo Selfie Wall and Diorissimo Q & A.

This image below was something that really inspired me in terms of the story behind my Diorissimo fashion film. As I have explained in previous blog posts, that the story behind my model is that she is a professional and successful business woman. I decided to chose this as a prominent career path for her, as Raf Simons created his Women's Ready-To-Wear 2014/15 collection around this. Simons realised that women of today are professionals with great careers, and wanted to turn this into a clothing collection. I feel that he wanted to show that work wear can be classy, but still look sexy at the same time. I therefore thought that as the re-release of my Diorissimo fashion film is premiering in December, it would get great if it tied in with Dior's current women's clothing line. 

The main part of Dior's ad campaign below that inspired me was the blurred lights. This to me symbolises the fast paced motion that any city naturally owns. So when I analysed this simple yet effective ad campaign in depth, I actually came to the conclusion that we are looking through the professional woman's eyes. As she has such a hectic scheduled life style and is always rushing to get to her next business venture. Therefore, everything is constantly moving and that is why everything is blurred in the ad campaign. Except for the woman; she still manages to stay crisp and pristine looking through it all.

To create a look of the city, similar to this ad campaign in my Diorissimo fashion film, I chose one of my shots to have London cities' skyline in it. This symbolised the part in my Diorissimo fashion film where my model is so close to getting to her meeting, but she gets distracted. This is by the cream rose petals on the floor, that have such an immersive scent that she cannot resist ignoring it. 

PRESS RELEASE - Diorissimo Fashion Film Planning.

This is my Press Release for my Diorissimo fashion film. Whilst working on this I realised just how crucial these documents are, in getting the attention of the right people in the industry. These little documents can enable a business to get their new product or service promoted, without the invitee even attending the launch event. 

For my Press Release I spoke about my four touch points in great detail, as these are what makes the re-release of something stand out. It is important that these are as unique as possible to gain the interest of important people in the industry. 

After my touch points were spoke about in great detail, I went on to adding in quotes from individuals that were important in the making of the Diorissimo fashion film. These were added so that it would show the recipient the interviews that are on offer, and the kind of powerful quotes that they could use if they were to write an article on this re-release. 

I then went on to choosing an apt feature for the current season - Christmas! Offering something like gift wrapping is key when re-releasing a product around a specific period of the year. Everyone is looking for something free, as they are spending out so much in the Christmas period. Therefore, little extra touches like this entice custom even more, because as well as the customer feeling like they are saving money on something, they get one less wrapping chore to do too!  

I then went on to talking about some heritage and historical information on Dior as a brand. I also spoke about the key facts for Diorissimo, so that the recipient knew everything there is to know about it. Press love this sort of information, as it is things that will interest readers, but is time consuming to find out. Therefore, if the information is already there in the Press Release they do not have to waste their valuable time doing the research themselves. 

After I went on to speaking about some generalised facts about the fragrance market, and some specific facts for this year. This is once again valuable information that the press will be interested in talking about. 

At the end of my Press Release I added a notice, saying that the interview and images with Raf Simons, Creative Director at Dior was available on request. This is an amazing plus when being able to offer a full interview. The recipient may not attend the re-release event, but they may still be interested in writing a piece on this. Therefore, teaming up all the information the re-release, facts about Dior and Diorissimo, quotes from the interview, key facts about the fragrance industry AND a full length interview with images - an article has near enough already been written! 

Contact details are key to have on any document that you want to be placed in the right hands, as they may well want more information on the re-release. So I placed my contact details and my companies contact details at the bottom, centre of the page - two contacts are better than one!

Brighton Fashion Markets and Design Clustering walk.

I decided to get to know Brighton by going on a tour and taking snap-shots of certain shops and unique findings. I travelled all over Brighton's streets, trying to understand how their fashion district was set out. I loved Brighton as it was so easy to find beautiful, unique shops that you wouldn't find anywhere else. I also thought that their graphic imagery, for example their street art and shop art was so quirky and there is nothing really like this in London! The main points that I focused on was the store's locations, their visual presence and their market level clustering.

Hope & Harlequin is a vintage store with a modern twist. Most things inside channels the 1920s and is all very delicate:

Papillon is mainly a homeware store, with a few items of clothing. It is base around Christmas at the moment, and has a pretty, enchanted feel to it: 

Angel Food Bakery is a quaint little bakery, selling mainly cupcakes. Walking around Brighton I came across lots of these and became more obsessed than ever. I love one-off tea/cake shops and it seems Brighton does too:

The Rose Hill Boutique is very difficult to find as it did not have a name above the shop. But it is a sweet little 'bits and bobs' shop for the home:

It also have a little mosaic wall around the bottom of its' shop, which I thought was very pretty and unique:

England At Home is a commercial homeware store, unlike the one-off boutique ones I have photographed previously. It had a slight inspiration for the '60s "I think, with a slightly psychedelic feel to it:

This is Ape is an independent record store, selling rare and one-off vinyls:

Wolf & Gypsy Vintage is a thrift store that really knew the meaning of the word. Their clothes were actually passed down to the shop through various sources: 

Snoopers Paradise is another vintage selling business. Except it is more of an indoor flea-market. I thought it was too unorganised, but I understand that it has a certain target market - as the inside of here was filled with snoopers:  

The street art found in Brighton is amazing! The town is so liberating in the sense that it has its' own identity, like no other. Brighton has a lot of interesting pieces of graffiti are, that artists use to express themselves. Except in Brighton it is embraced, rather than seen as tarnishing the community. Below are images I took of my favourite pieces of street art that I came across: 

Here at the Brighton Museum I visited the Fashion & Style Gallery and came across some quite eccentric pieces. There was definitely an array of history on all different styles and periods in Brighton: 

Here at the Brighton I also came across the original world war one posters in the prince and drawings gallery. These were posters, that were aimed at promoting enlisting young soldiers. They were very thought provoking and poignant. Also at the same time from a graphical point of view, some of them were very powerful:

Touch Points - Diorissimo Fashion Film Planning.

A touch point can be seen as a place, artefact or interface where the consumer can gain a physical, brand experience. It is about the brand understanding what their consumers want to see from the brand. The brand needs to constantly innovate and replenish their ideas every time they create a new product/service. As we are living in such a fast paced, dynamic world brands need to be on their A-game, thinking of fresh ideas that will attract our current cultural interests.

Their are many forms of touch points available for a brand to take on board within their business, but they can not choose any. They have to consider what made them successful in their first place. In the sense that what did their consumer audience want in the first place? And how can the brand still use these touch points but in a more diverse way, to maybe even attract a new target audience along the way. Some of the sections that brands consider when choosing the correct touch points for their target audience are: industry, target audience, product, service and so on. 

With every new or revamped product or service brought to the market, the brand claims to fulfil the purpose of it being created. In the sense that the customer will gain a lasting impact from their purchase. The brand has to make sure that they do not just sell their product, but they make sure that the customer will want to come back in the future. Touch points are something that definitely help to drive customer loyalty. As customers always love something extra, along with what they have just spent their money on. It definitely makes them feel valued, and like the brand has in a way, personally thought about them as a loyal customer.


4 Touch Points for my Diorissimo Fashion Film

Pop-up Shop in Harrods

For Dior's first ever pop-up shop, they collaborated with a German artist, Anselm Reyle to create it in Miami's design district. This artist is known for his neon lights and foil paintings, and you could definitely see his input shining through the exhibition. 

It was a 3,100 square foot development, that included an explosion of fluorescent colour and a wide variety of video scenes. This provided visual beauty for the customers and was a touch point in itself. 

This was not all the pop-up shop had to offer. Dior continued to entice its consumers with a nail bar in the back of the salon with offered free manicures. They also offered a food truck outside which served French pastries and coffee. They also had small square tables outside, which were set up in a Paris café fashion. Finally, not to mention a rotating DJ providing the entertainment for the experience.

Dior manage to bring their Parisian elegance to any city the want to take over. They certainly know how to put on a show, delivering the full experience to the luxury fashion world!

This is something that I definitely want to achieve with my pop-up shop. I would like mine to be situated in Harrods, as this is a main heritage site to see in London. I feel that the essence of the shop embodies everything Dior stands for, and I feel that it would give people a great insight as to what the brand really is. 

After researching I found out the Dior has already created an experience at Harrods from March 16th - April 14th 2013. But I still feel that this would be the perfect place to hold my pop-up shop because of how the store is connected to the brand. 

The CEO of Dior, Sidney Toledano said, 

"The inspired collaboration with Harrods not only draws attention to Monsieur Dior's relationship with the fabled department store but also affirms the house of Dior's continued high standards via creation and discernment."

Guests got the chance to first and foremost view the a model of the Paris Dior headquarters. Before exploring an array of different displays, that focus on Dior handbags and their most famous scents. 

Vintage pieces were brought to life with mannequins and sketches. There was also illustrations of the actual dresses worn by famous stars that include Emma Watson, Marion Cotillard and Jennifer Lawrence. Finally, Dior created an amazingly delicate experience with a pop-up dining experience called, Café Dior. They served a variety of dishes that showcase Monsier Dior's love for food; including lobster club sandwiches to a Dior afternoon tea.

Something I read from Marigay McKee, chief merchant at Harrods sums up the look of the Dior at Harrods experience perfectly. This was something that clarified my decision to choose Harrods as the perfect place for my Diorissimo pop-up shop. It highlights just how much the French brand has in common with London city. 

"The Dior at Harrods windows will also highlight exclusive product created especially for the collaboration, in a truly inspirational presentation which celebrates Dior's love of London. We hope our customers will experience a fascinating journey through the store, unveiling intricate details of Dior's rich heritage and that they will be inspired and delighted by the collaboration." 

My pop-up shop would be ultimately based around the re-release of Diorissimo. As this fragrance is seen as being very dated. I would want the exhibition to focus 100% on bringing the fragrance back to life, and trying to attract new target audiences.

My pop-up shop will consist of four rooms, so I wanted to create some beautiful logos for each of the rooms. I used a black and gold theme because these two colours are the main pallet on the Diorissimo bottle. I then used a serif style font for the name of each room. I then used a sans serif style font for 'at' on each logo. I used this font because it resembles the font that Dior use for the word 'Diorissimo'. Finally I used the official Harrods logo, for an authentic effect. I then created a gold drop shadow of gold text behind the black text to tie in with my colour scheme; allowing everything to be brought back the Diorissimo's visuals.

FIRST ROOM - Diorissimo Perfumery

The first room will be an experience of a life time in my opinion. There will be real perfumers, and the guests will get the chance to make their own form of the perfume in a miniature Diorissimo bottle. They will then be offered all of the key notes used within the fragrance, and will have the chance to create something new; but still containing a similar scent to Diorissimo itself.

Below is a piece of artwork that I created on Photoshop, where I designer an outline image of the Diorissimo perfume bottle. I designed them in black to once again fit in with my colour scheme, which is black, gold and white. By creating the bottles in plain black, it shows the bottle in an iconic light. In the sense that there does not need any text on the bottle - the outline shape is recognisable enough. These Diorissimo perfume bottle silhouettes will be used within this room as decor; they will be life-size and scattered around the room. Constantly reminding guests of the famous perfume that they are recreating. 

SECOND ROOM -  Diorissimo Memorabilia 

The second room will be the heritage information that surrounds Diorissimo as a fragrance, displayed around the room. I will place memorabilia of the perfume in there. Such as: all of the different styles of bottles that have been used throughout the years. The original pieces of art work or illustrations that have been used to promote the fragrance throughout the years. 

I would also have the story of how the perfume was created and the story behind its' meaning, showing inside a life-size bottle of the perfume. Below is a mock-up of the life-size bottle that I designed on Photoshop. Where the famous circle is on the bottle, is where an oval shaped screen will be implemented. It will play vintage clips of the fragrance's beautiful heritage; allowing guests to know more than ever before, about this under publicised fragrance.  

THIRD ROOM - Diorissimo Selfie Wall 

The third room will be a chance for the guests to indulge in the selfie culture, by posing in front of the Diorissimo Selfie Wall. They will also get the chance to win a competition by participating in doing what we as a generation do best - taking selfies.

FOURTH ROOM - Diorissimo Q&A

The fourth and final room is a chance for the guests to meet Raf Simons - Creative Director at Dior. There will also be a Q&A session with him.

Diorissimo Selfie Wall (including a competition)

Something that I think would be so effective in terms of just free promotion for Dior would be to create a selfie wall, but merging it with a competition too. I would like the selfie wall to be in the third room, at the Harrods Pop-up Shop.

I have designed my own Diorissimo logo sponsor wall on photoshop. I decided to create it in a black and white theme and include: the Dior logo, the hashtag that is required when posting their image and an outline image of the Diorissimo fragrance bottle. I decided to use this choice of images and text because they are all extremely relevant to Dior and Diorissimo as a brand. They also really help to drive the new Diorissimo fashion film and the competition. 

After individuals have taken their selfie, they will be asked to post their image on either Instagram or Twitter, using the hashtag #DiorissimoHOM (HOM stands for Hall of Mirrors). This would then naturally promote the new fragrance. But it would also give the individuals an incentive, because there will be ten winners chosen at random (so a greater chance for them to win). 

The prize is that they will get the chance to attend the release of the official screening for the new Diorissimo fashion film. This would be held in Versailles, Hall of Mirrors and they will get their flights and accommodation included.

I have also created my own mock-up of how the logo sponsor wall will look in my Diorissimo Selfie Wall room. I did this by getting a Google image and fusing my own design onto the back wall. This was important for me to do, as I think that visuals need to be displayed when creating a brand new experience.

Release of the Official Screening in Versailles, Hall of Mirrors 

I want to have my new Diorissimo fashion film premiering at the Hall of Mirrors, Versailles. Although this was used to film the J'adore Dior fashion film it is constantly used for other elements of Dior's brand. For example Dior also carried out a short film in the Hall of Mirrors for their couture line. It was shot by a Dutch fashion photography duo, called Inez van Lamsweerde and Vinoodh Matadin. They are best known for their work with labels including Gucci, Chloé and Balenciaga and it features music by Depeche Mode.

As the home of Christian Dior was in Northern France, I feel that using this heritage based place is perfect. It relates to Christian Dior and Dior as a brand perfectly. 

This event will only be available for fashion designers/insiders, creative industry professionals, press/media, bloggers, celebrities and competition finalists.

Diorissimo Q & A  

I think that Dior being able to have a celebrity endorsement for the rebrand of Diorissimo is key. Having a known face promoting the brand is key for the product to become a topic of conversation. Although Dior is a brand that rarely needs any form of promotion, it is still a fantastic plus. As Diorissimo is seen as quite a dated fragrance, it would be great if a face that is associated with the perfume to bring it more up to date.

For the celebrity endorsement I would like to use is Raf Simons - Creative Director at Dior. I think it is so important for a brand to stay true to who they are. So having such an important face of Dior promoting the rebrand ties in well. 

He will be in the fourth room in the pop-up shop in Harrods. This will be a once in a life time event for those who get invited to attend this room. This will only be available to fashion designers/insiders, creative industry professionals, press/media, bloggers and celebrities. Raf Simons will be there for one day only and will partake in a Q & A. It will give the guests a chance to feel a real sense of connection with the brand. This will also be a great opportunity for the brand, as the press/media will definitely want to be there to cover the event, on both television and print.