Simone Rocha Proposal

Simone Rocha P ROP OS AL & RES EARCH AND DEVELOPM EN T FI L E CREATIVE DIRECTION FOR FAS HION, S ECON D YEA R GENEVA STALK ER

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Simone Rocha

PROPOSAL

VALUES & TOUCHPOINTS

Simone Rocha is an Irish fashion designer who emerged from CSM with a vision that seemed almost fully formed. Known for her subversive femininity, and unique aesthetic she incorporates clean colour palettes and experimental fabrics such as embroidered lace and wrapped cellophane. Simone combines a mix of feminine ideals which draws the line between coquettish and melancholy, captivating an exhibit of eerie romance. She is known for her tomboy-feminine collections which have gained much tradition with renowned stockists like Dover Street Market, Ginza, Ikram and 10 Corso. Her collections range from lavishly embellished homages to Elizabeth I to petal-pink dresses with overlays. Heavily embedded into her collections are Simone’s Irish & HongKong roots, which applies her sense of heritage and narrative which continues throughout. The brand flourishes with emotion, personality and realness. Rocha’s personality reflects a sense of nostalgia, rawness & maturity whilst also extremely elegant, honest and independent.

The designer interacts with her customer in a refined and effective way, with a more traditional approach to touchpoints. Simone showcases her own wesbite, social media accounts, a flagship store on Mount Street, and a range of creative projects; such as fashion films, collaborations with Moncler Genius, sculptural designs for her installations and her edition of A Magazine.

Acknowledging Simone Rocha’s approach, a spatial design is something the designer has not yet trialed. Inspired by Simone’s SS21 collection- installation designed focusing on empowering women and the sense of community Simone’s brand celebrates. I propose an exhibition immersing the brand into 3D and looking into future directions., collaborating with 3D floral animators, female painters & projection studios to create the vision.

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AUDIENCE The Simone Rocha customer are on the greater part females, age ranging between 20-34, with an equal family status being single or married. Most Women have a university education and work within arts & fashion, ranging from designers, to stylists to directors.

Main cities being London & New York whilst the primary languages being English & Spanish. The audience have interests in music, fashion, beauty, wining & dining. Brand affinities consist of Paul Smith, John Lewis, Reiss, Karen Millen, Mulberry & All Saints. Most of the audience exist on platforms such as Instagram, Facebook and Twitter with the main hash-tags being family, happy, instasize and love.

Fig 1. Customer Profile (Stalker, G 2020)

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CONCEPT Simone Rocha will be immersed into a real life experience at the Frith Street Gallery. The Simone Rocha Exhibition focuses on Simone’s SS21 collection, which bringing the key elements of the collection to life. The exhibition is designed for anyone who identifies as a women, honing in on Simone’s essence of womanhood and femininity.

Advertised across Simone’s social media platforms and OOH advertisement. The exhibition space is designed with different mediums, focusing on 3D floral animations, tactile textures & floral projections. By incorporating elements of the brand from Simone’s heritage, to the fabrication and textualisation of the brand as well as her recent collection, the exhibition is curated to captivate the audience into the 3D perspective of the brand. During the exhibition women can also interact via the Instagram filters. The exhibition will be authentic, naturalistic, theatrical, honest and communal.

Fig 2. Ingredients Moodboard (Stalker, G 2020)

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CONCEPT Why? Simone’s SS21 collected was presented in a film form and with a lookbook, this exhibition is designed to bring the collection into physicality as well as the key elements of her collection in celebration together with women.

What?

An exhibition for anyone who identifies as a women and is a customer or admirer of Simone Rocha. Focusing on womanhood and empowerment, a safe and secure space for women to enjoy an experience.

When?

Before the launch of her AW21, early to late January, hopefully post-covid.

Where?

Frith Street Gallery, located in Soho, founded by a Woman, a large space which specialises in performance and projection art.

How? Collaborating with installation artists and 3D digital designers and contemporary female painters to create the vision.

SIMONE ROCHA

EXHIBITION FOR WOMEN @ SERPENTINE GALLERY/Frith Street

ADVERTISED ON SOCIALS & OOH

ATTEND EXHIBITION

IMMERSE INTO 3D EXPERIENCE, FLORAL PROJECTS AND REAL LIFE TEXTURES

AN INSTAGRAM FILTER RELATED TO THE EXHIBITION AVAILABLE ON INSTAGRAM

LEAVE WITH A UNIQUE 3D EXPERIENCE AND PROMOTE VIA INSTAGRAM

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CONCEPT

Visualisations of the exhibition with the 3D projections and textures on the walls at Frith Street Gallery, taking place in one room.

7 Fig 3. Sketch Up Model (Stalker, G 2020)

CONCEPT-

Visualisations

8 Fig 4-6. Sketch Up Model (Stalker, G 2020)

FLOOR PLAN

Floor plan of the exhibition and breakdown of different mediums.

SS21 FILM

3D Floral Animations

Textures

SOUND Music from Simone Rocha’s SS21 9 film Fig 7. Sketch Up Model (Stalker, G 2020)

3D PROJECTIONS

10 Fig 9. 3D Floral Projections (Stalker, G 2020)

3D PROJECTIONS

Fig 10. 3D Floral Projections (Stalker, G 2020)

3D PROJECTIONS

Fig 11. 3D Floral Projections (Stalker, G 2020)

3D PROJECTIONS

Fig 12. 3D Floral Projections (Stalker, G 2020)

TEXTURES

Fig 13-14. 3D Textures (Stalker, G 2020)

TEXTURES

Fig 15-16. 3D Textures (Stalker, G 2020)

TEXTURES

Fig 17-18. 3D Textures (Stalker, G 2020)

ASSET - OOH

Fig 19. OOH Billboard (Stalker, G 2020)

ASSET - OOH

Fig 20. OOH Billboard (Stalker, G 2020)

ASSET - OOH

Fig 21. OOH Billboard (Stalker, G 2020)

ASSET - OOH

Fig 22. OOH Billboard (Stalker, G 2020)

Simone Rocha

ASSET 2- INSTAGRAM

21 Fig 23-24. Social Media (Stalker, G 2020)

Simone Rocha

ASSET 2- INSTAGRAM

22 Fig 25-26. Social Media (Stalker, G 2020)

Simone Rocha

ASSET 2- INSTAGRAM

23 Fig 27-28. Social Media (Stalker, G 2020)

Simone Rocha

ASSET3- INSTAGRAM FILTER As my third asset I have chosen to do an Instagram filter as an extra touchpoint for the exhibition, through researching the Simone Rocha audience a Tik Tok video wouldn’t be appropriate.

24 Fig 28-31. Instagram Filter (Stalker, G 2020) Fig 29-30. Instagram Filter (Stalker, G 2020)

Simone Rocha

COMMISSIONED COLLABORATORS

Jennifer Steinkamp- installation artist, works with video & new media focuses on many 3D floral animations and projection.

Treatment Studio is a creative agency, specialising in creation of interactive & mixed-reality environments.

Rujana Cantoni is a 3D Designer and Stylist, specialising in digital art and animation.

Fig 32. Simone Rocha Programme (Stalker, G 2020)

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COMMISSIONED COLLABORATORS https://web.microsoftstream.com/group/f5ca10b5-b38f-4456-b9ae-672b679e84e0?view=videos

Simone Rocha

VALIDATION

As the exhibition focuses on Simone’s SS21 collection, it’s a space for her collection to be physically present alongside art works of her influences and concepts. My concept contextualises Simone’s previous installations and brings a unique aspect to her brand which has not yet been prototyped. The essence of Simone’s brand revolves around the core values of the workspace she surrounds herself with. Rocha continually collaborates with the same creatives and works a lot of time around family. Taking this concept into mind, the Simone Rocha exhibition executes this for her community and audience. The exhibition engages with the audience giving them a unique 3D experience of the admired brand in real life, celebrating unity and togetherness in a unique form that isn’t runway.

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