http://www.behance.net/gallery/Best-Before/328372
http://www.behance.net/gallery/Fred-Perry-AR-Subculture/645451
http://threadsnotdead.com/
An idea emerging for the brand of the retails space is Threads.
Threads can refer to a thread ins storyline, clothes were called threads and also the more current use of threads on online forums.
I have been exploring youth culture, sharing experiences and telling stories. the Threads could be links back to the 'heritage of certain brands however this would not be a static concept. The Threads could extend to ask young people buying the brands to share their 'thread' or experience. this could be via live stream in the stores or You Tube or similar. Maybe when they see their favourite band wearing their favourite 'Thread' they share a photo.
Threads n Beats I want the retails experience to go beyond the traditional 'store' it would be a social cultural place where music could be played and you could just hand out there. Maybe with a 'shake and smoothie bar' comfy chairs and a juke box...the sharing theme could even extend to the music in the store...sharing your ipod playlist.
Threads n Renegades The whole concept is to convey that certain brands have more substance beyond simple style that by identifying with certain clothes you are identifying with something real, withr eal people and history not fake history ie like Hollister whose identity was dreamt up either in a design studio or around a Directors table.
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