We were commissioned by On Off, an organisation that promotes up and coming fashion designers during London Fashion Week, to art direct their advertising campaign and to celebrate their new residency at The Royal Academy of Art in London. We scouted and documented the venue and we were inspired by its surfaces, textures and its architectural features. Our creative concept was to concentrate on the building itself; to absorb its tradition and elegance and translate that into a contemporary visual language. We photographed and then re-drew the wall and ceiling cornicing and then embossed and debossed those forms into crisp modern white card to create abstract graphic forms; no ink, just mark making into the surface of the paper to echo the architecture. For the brochure design, we wanted to create something that when handed out on the launch night would become a souvenir of the building, a guide to the designers involved, and also an accessory in its own right, so we added a fold out handle to the brochure. Inside the brochure, architectural studies sat along side analytical photos of the collections, both of which were printed on a specially chosen tactile uncoated stock which complimented the subject matter perfectly.
Concept, art direction, design and print liaison. Photography by Roger Dean.
Design - Liberty Fabric