Voici la nouvelle et superbe campagne TV du constructeur Audi pour 2012. Produit par l’agence Kempertrautmann et réalisé par Christopher Hewitt, la post-production a été confié au studio The Mill et la bande son à Ben Lukas Boysen et Ludovica Nardone. A découvrir en images dans la suite.
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Translating the tattoo experience into fragrance form
Exploring another form of signature for the body, the new Diesel fragrance, Only the Brave Tattoo, treats the skin as a true, basic and raw material to express one’s identity. Only the Brave finds inspiration in the deeply rooted tradition of marking the body with an everlasting imprint, seeking to inaugurate a new man with the traditional masculine traits of toughness and courage.
The fragrance marks yet another component to the lifestyle Diesel aims to create amidst a universe characterized by the rebel attitude of street art and LA’s inked community. The sculptural bottle comprises a clenched black fist designed by the famous Mr Cartoon tattoo artist. The scent blends base notes of tobacco, benzoin, patchouli and amber, with sexy overtones of pepper and sage and refreshing green qualities that keep the inherently male scent from being too heavy.
We talked to Diesel founder Renzo Rosso to learn more.
Since it completes the lifestyle, it is very important. It is easy to create clothing, but how to transfer a lifestyle into a fragrance—this is the difficulty. Creating a fragrance is a risky challenge by itself, considering the fact that about 300 new perfumes are launched on the market every year and that about 90% of those don’t meet any success. We were lucky to meet our partner, L’Oréal, who made it all easier for us and granted us a dedicated team that tirelessly visited our stores all over the world and met our clients and really went deep into our mentality to transfer it into the bottle. This fragrance is a part of the Diesel attitude. Each time we do something, it is because it is meaningful. We keep telling a story.
This is really connected with who we are. With the two fragrances, Only the Brave and Only the Brave Tattoo, we have these two men with two different attitudes that we have tried to show on the visuals of the campaign. It seems they are about to fight, but at the end the important thing is the communication between them. While one is more classic, brave and strong, the tattooed man is more mysterious, more rough and sexy, and at the end, more rock ‘n’ roll. Rock attitude is something very important to our lines now.
There is definitely a repositioning of the brand. We are trying diversify by creating a real lifestyle focused on our own identity and DNA. We aim to improve the quality of our products by making more in Italy, for example. I think what you can see in our stores is becoming more beautiful. We aim to be more exclusive.
Yes, we have this new line Diesel Black Gold. The preview of the first men’s collection was shown last week in Milan, and it marks a higher positioning for us. We are enlarging the scope of our audience, enabling people to find a style according to what they are and what they can afford. There is a lifestyle for everyone.
I’m going to tell you the story. It all started with the bottle. It was my 55th birthday, which is a special anniversary for I was born in 1955. Fifty-five is my magic number. I wanted to give my friends a gift, so I had my hand sculpted into a bottle that was all black and customized with Only the Brave. It was such a success and everybody liked it so much that we decided this bottle should be distributed worldwide. I have these tattoos on my hand as well. So I thought I could do something out of this. Then I met Mr Cartoon who I found to be very much like me—he has a sense of honor and creativity, and he’s crazy. He designed the bottle and the logotype. After that, I asked L’Oréal to make a new perfume and translate my new rock ‘n’ roll attitude, my mentality, my passion, my positive energy into a perfume. This perfume completes the first Only the Brave fragrance, which was somehow fresher, younger and casual, and pushes it further—this one is more aggressive.
It is more than black and white, it is very strong. I wish it could have been black only! Black and white makes it very chic.
I am a fan of the Rose Bowl flea market in LA. I spend hours there with my sons. I always come back with so many ideas. I like art in general, modern art, like at the Art Basel exhibition in Miami. If you take the bottle Only the Brave, the clenched fist is something the artist Cesar has made in his sculptures. We try to find inspiration in the streets where there’s life.
Anything can be inspiring. Last time I went to Tokyo, I was so impressed by everything I saw in the fruit shops especially the packagings. I can be inspired by people in the street, by what they wear, or by places like Reykjavik, Covent garden and, above all, flea markets. I also enjoy speaking with young artists and trying to know more about why they create. This opens your brain.
I dislike art being too provocative. Art must open your body and make people be happy. I like to see happy endings!
Dave Spengeler ha immaginato come sarebbero i loghi di celebri brand se avessero un taglio da hipsterone.
Paul Darragh’s design studio launches in NYC with a gallery show dedicated to the East Village
Bemodern, otherwise known as Paul Darragh, grew up in a tiny farming community in New Zealand before moving to Melbourne, Australia, where he lived for the next four years. It was there that he first caught our attention and, not long after that, decided to chase his dreams to New York City to open Manhattan Born. If the name of his new design agency is anything to go by, it would appear this most recent home has had a great impact on Darragh.
“Manhattan Born is a creative place—a studio, agency and production facility,” says Darragh of the agency he started with Casey Steele. “I’d like to think we do it all. Design is such a crossover between mediums now. I feel like if it is something that can be designed, we’ll do it. So far our work has been in print, television, video, branding and interactive. We just launched a collection of T-shirts and an art show with paintings, screen prints, collage and animation.” Across their various branding projects the unique pace and energy of NYC seems to guide the fusion of sharp design and technology that characterizes their work.
The show Darragh mentions christened their brand-new Manhattan Born studio and storefront in the East Village. “We want to be more of a brand than just a studio that caters to people’s brands,” says Darragh. “We want to be a tangible part of your life, rather than just some videos online. The intention of the new shop space is to have a presence as a community creative spot. We are accessible, so people can see what we’re doing, walk past and see the art through the window. The other part of the new space is a gallery. We will have monthly shows. It’s a platform for artists and designers to show their work in a new context.”
Settling in to their new neighborhood, Darragh and Steele chose to launch with a show entitled “East Village, I Heart You”. “I’ve always loved living in the East Village and I’m definitely inspired by it,” says Darragh. “So, now we moved the studio here I wanted the first show to be in part an homage to the neighborhood—almost like ‘Thanks for having us’ and in another way, to set the tone for who we are as a studio, as a brand and as a physical space. The show speaks to the texture of the East Village. In part it’s dilapidated, cracked and dirty. It has patina, it has attitude, and it’s always colorful and exciting.”
“We’re not Chelsea fine art or SoHo pop art. We’re a sub-cultural showcase, still featuring quality, individual and unique art in all different mediums,” says Darragh. “The space is also going to grow by itself. I think the building has control over its own destiny, and it will become something I probably haven’t thought of yet—that’s the most exciting part!”
Manhattan Born
336 E 5th St.
New York, NY, 10003
Wales is making jeans again
Along with a beloved old T-shirt or a perfectly worn leather jacket, jeans often have more of a backstory than a regular article of clothing. The recently launched Hiut Denim encourages the wearer to officially document their relationship with their pants from the moment they first put them on. Built into each pair is a HistoryTag—a unique code enabling an online memory bank for jeans. By setting up a special account, people can upload pictures and stories about their adventures in denim. The archived information about each pair is maintained even as they’re passed from one owner to the next.
Interested in the stories behind the clothing we wear, David and Clare Hieatt founded Hiut—the name is a combination of “Hieatt” and “Utility”—to bring denim production back to their hometown of Cardigan, Wales which previously housed the U.K.’s largest denim factory producing 35,000 pairs a week. When businesses began moving operations east, the plant was closed, leaving a talented workforce behind.
With the new Hiut factory, the Hieatts hope to regenerate the local craft industry and in doing so, employ about 400 people in Cardigan again. Operating under the motto, “do one thing well,” Hiut has Grand Master denim cutters and machinists focusing their efforts on making just two styles of jeans—regular and slim—in a choice of two denim fabrics, organic from Turkey and selvage from Kuroki, the artisanal Japanese denim mill.
In the face of fast mass produced fashion Hiut is taking a more focused approach, celebrating each individual pair of locally made jeans—and encouraging those who buy the wares to continue the process with the HistoryTag. Hiut is available on the brand’s website, where you can pick your denim (organic or selvage), and then your cut (regular or slim), at prices starting at £130 a pair.
Rethinking the standard brand film, Waris Ahluwalia creates a dreamy love adventure to feature select hotels
Premiering last night, HERE is a dreamy short film produced by Waris Ahluwalia for The Luxury Collection Hotels & Resorts. A romantic treasure hunt of sorts, the film stars Agyness Deyn, whose journey takes her halfway around the world following clues that lead to her mate. Directed by Luca Guadagnino and shot in only nine days, the team traveled from the Equinox Resort
in Manchester, Vermont to the Phoenician Resort in Scotsdale, Arizona and finally ended at the Royal Hawaiian in Waikiki.
A puzzle, a journey and an adventure in luxury, the 15-minute film is warming and meditative. The piece is timeless—there are no hints of when, only where. The hotels are featured, but not promoted. It’s a simple love story full of happiness and levity. The costumes, sets and lighting are all gorgeous. HERE is a piece of art, but HERE is also a film commissioned by the brand and marketing group at Starwood’s The Luxury Collection. While we’re not surprised Waris and his team could produce such a great work, it’s a pleasure to know that an organization like Starwood could step back and have trust in the creative process, letting a piece like this come to life.
Le studio Brand New School a imaginé cette vidéo de qualité pour la marque et la filiale d’énergie renouvelable portugaise EDP. Une collaboration avec le créatif Stephan Sagmeister pour cette création et animation de qualité. A découvrir dans la suite de l’article.
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The next speaker in the David H. Liu Lecture Series in Design at Stanford is Alex Wipperfürth.
The talk will be at 8:00pm on Thursday, May 21st, 2009. It will be in (Braun Hall, Building 320) in Room 105 at Stanford University. Hope to see you there!
Wipperfürth is a partner at Dial House in San Francisco. He is the author of Brand Hijack, and upcoming books, The Co-Creation Myth and The Fringe Manifesto. Dial House is part think-tank and part creative hot shop. The client list is diverse: from fringe (Napster, Doc Martens, Pabst Blue Ribbon, Jones Soda, Red Stripe, Altoids) to cutting edge (Current TV, New Yorker Magazine) to blue chip (Diageo, IBM, P&G/Clorox, Toyota, Coca-Cola). Projects range from innovative strategy, innovative research, meaningful creative expressions with DIY production to brand innovation. In earlier work, Wipperfürth had interviewed actual cult members and people in "consumer cults" (like Apple or Harley-Davidson fanatics) and made fascinating insights about their similarities.
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
