Distinction explores the understated luxury environments created to display the fashion and accessories for designer brands. Using distinction strategies based on separation and exclusion, these goods are developed through increasingly subtle refinements rather than a process of saturation and mass availability. ‘The value of the object grows in proportion to the resistance met with acquiring it’ Girard.
Originally conceived as a study of client and purchase, the everyday routines of the store became a preoccupation within the images.
Display captures the short period of time when jewellery is taken to and from the window to the safe.
The lighted display and finance facilities still reflect the possibility of purchase.
Light source features images of commercial interiors that display a continuous illumination after closure. This light source often reveals something about the nature of the business and may take the form of advertising.
Unconciously, new night time codes and values emerge within the layout and displays, revealing a hierarchy in the working of the business.
Brands closely guard their individual identities. They provide a clear and relevant value proposition about the brand that is communicated powerfully and consistently, in part, through the window display and store experience.
The selling imperative is reduced as darkness falls and a symbiotic relationship emerges where identities are merged in the reflections and mirrored surfaces of their windows.
We are confronted by a double surface, a double appearance. Do both brands benefit from each other’s participation or does the confused message work against the emotional and psychological aspects of brand loyalty on the consumer.
A closer inspection of precious stones on black velvet, patterns of road and pavement begin to emerge with the realisation that something valuable is actually worthless.
Contemporary architecture is accused of neglecting the body and senses as well as our memories, imagination and dreams.
The high levels of illumination deprive spaces of intimacy - a place for mental withdrawal and privacy. The new generation inhabiting the city are highly mobile and used to recording their lives and sharing information in the community.
This project attempts to re-engage with our sense of intimate life, exploring the effects of shadows and atmosphere to discover the point at which individuals retreat to a place of mental and physical privacy.