UNDERGROUND BY KEZIA SETIAMIDJAJA

UNDERGROUND UNVEILED by kez

UNDERGROUND UNVEILED

UNDERGROUND

There is no doubt that the streetwear industry has been flourishing worldwide, especially in the last decade. Australia has been no different.

Underground (UG), is Australia’s leading Facebook marketplace group focusing on the high end and designer clothing and footwear. On this page, one can buy, sell and trade high end, new and vintage sneakers and apparel. This includes anything from Rick Owens to Jordans and even Chanel to Cav Empt and more.

This project rebrands UG, creating a once-in-a-lifetime streetwear event where one can buy, swap or sell. It will be an immersive museum/ market concept.

Dismissing traditional rules of retail, the focus is to connect the audience with vendors, sponsors and influencers on a personal level.

UNDERGROUND RECOGNITION

Our recognition started to bloom early in 2017 with plenty of iconic Australian articles written about our UG family. Fast forward to 2020, after joining the masters program and applying the curriculum to rebrand, UG officially got published internationally. From GQ Middle East writing about us to having collaborations with Streetwear brands/organizations all over Asia.

TARGET MARKET

Membership growth • 120 thousand members (December 2020) with an average of 40-60 thousand active members daily.

Age and gender distribution • 65% being in the aged 18-24 category.

• 25% being in the more mature age group of 25-34.

• 21% Female, 79% Male Country and City distribution • 80% of users are based in Australia, with nearly half being based in Melbourne.

Popular times and days • Highest user amount of user interaction and engagement begins on Wednesday’s.

• This can be explained due to Wednesday’s known as pay day • Peak times for posts are in the late evening to night.

Membership activity • 85% of members interact with the group since the beginning of the year. A minimum of 30 thousand members are active daily, with peak days seeing 70 thousand active members for that day.

Uniform 2021 EVENT 2021

OUR PLATFORMS

In 2020, Statista (2020) has calculated the revenue in the footwear industry to estimate around US$4 billion as the market is expected to grow annually at a 3.6% rate over the next few years. What was estimated to be valued at US$3 billion in 2012 will reach US$4.7 billion by the year 2025.

Due to the modern generation, the resale demand has increased exponentially in the last few years. In fact, over the previous three years, the resell market has increased 21 times faster than the retail market (Bate,2019).

Not only working on facebook and instagram, we also have a website where we post articles about fashion, lifestyle, art, tips and threads, for easy access location on our facebook page.

UNDERGROUND REACH

In the beginning of 2020, before design thinking was applied, the statistics ( as shown in the image on the left ) has increased by 53.52%.

How this is done is by applying a fusion between Aristotles theory of Simple Apprehension and Jaques Derridas theory of Deconstruction.

By making the experience immersive and deconstructed from a screen, the posts made were entertaining, authentic, and interactive which draws attention from the audience.

From fitpics, quizzes, polls, and scandals, the news were fresh, and attractive to the audience.

MOODBOARD

EVENT 2021

UNDERGROUND BRAND

a g m s y

b h n t &

c i o u z

d j p v

Uniform 2021

FONT RUBIK FONT | BOLD REGULAR LIGHT

e k q w

f l r x

G

U RUBIK FONT | BOLD REGULAR LIGHT

EVENT POSTER

Posters can be powerful in creating excitement and interesting for any event Event posters incorporate different elements, some focus on text whilst others focus on imagery.

For this event, the focus will be shifted to the interaction of the audience. Using the cohesive element of embroidery throughout the marketing and merch sold, the poster will be embroidered on tote bags and hidden all over Melbourne CBD at the sponsors location. Once the treasure hunt is completed, the participants that have found the tote bag not only will be able to keep it, but also get a free ticket after they have posted on the facebook page.

EVENT FLOOR PLAN

LECTURE HALL

FOYER

MAIN AUDITORIUM

This event is planned to have three spaces. The first one closest to entrance is for smaller brands and opportunities for members. The foyer is for food and beverages where the live DJ will also be. The last one is for the big vendors and main interactions where the UG stall will also be located.

Following the footsteps of the image on the left, all the attendees must go through the main auditorium first before getting to the main attraction to give everyone the opportunity for engagement reach.

ENTRANCE

LECTURE ROOM RENDER

March 2021, Undergrounds Event is going to be bigger and better than ever!

With design thinking applied, a larger audience and bigger venue, we are able to expect : - 5000 attendees (approx) -35+ Vendor Tables including international vendors - Creative Stalls and Installations - 6000sqm venue - 3 different rooms - Plenty Influencers - Live DJ - Food and Beverages (18+) - More unanccessible streetwear items -A time you wont forget

MAIN AUDITORIUM RENDER

LOCATION : LEVEL 5 672 Bourke St, Melbourne VIC 3000 6TH OF MARCH 2021 Safety for the members is our number one priority so during the day of the venue we will have : - Security - Cleaning service - Temparature checks by nurse ( Will be refunded if unable to go in due to sickness) - Disinfectant Tunnel - ID checks

VENDOR STALL DESIGN This stall has been specifically designed for resellers with stock of not only garments and accesories, but toys and others. The small shelf can hold valuable figurines safely whilst putting it on display.

VENDOR STALL DESIGN This modern and minimalistic curved wall has been sampled for new brands with fewer garments. Constructing a curved wall between two rooms is a playful way to break up an open-plan space and create privacy for the vendor.

VENDOR STALL DESIGN This stall made of polysteryne has been carved out to immitate a wall made of rock, Creating a private booth for vendors to sell quickly and easily.

Uniform 2021

EVENT | STALL MOCKUP

EVENT 2021

STALL MOCK UP

STALL MOCK UP

Underground (UG), is from Melbourne, Au. With a strong focus on comfortable yet iconic designs, we are driven to create timeless work by portraying an aesthetic that is uniquely UG’s own.

By creating uniform for the staff, the event‘s mood and the atmosphere is set. With all the comforting fabric and silhouettes that make one feel at home, it reflects to the attendees to make them feel at home.

Underground pays close attention to fabrics and cuts, which is why the brand’s clothes feel and look good.. The seasonal capsule for the event consists of hoodies, crewnecks, sweatpants, socks and plenty more, each offered in multiple colourways. The garments are handmade in Australia from fabric using only the most-premium of fabric choices such as 100 per cent cotton French Terry and recycled jerseys.

Purchases of the FW21 Underground Merch will be available during the event only, located at 672 Bourke St, Level 5 FASHION DESIGN

UG STAFF UNIFORM This staff set is made from soft, 480g French Terry Cotton and embroidered with a brown logo at the chest • 100% French Terry (loop back) • Handmade • Brown Embroidery • Comes in Black, And Grey • Made in Australia

UG HOODIE This hoodie set is made from, 100% heavy weight cotton and puff printed in handwriting-like font • • • •

100% Cotton Puff Print MOD patch Comes in Black, And Green, Navy • Made in Australia

BLANKET SAMPLE

UG BLANKET Heather grey and black cotton collection blanket from Underground featuring a relaxed shape and a central logo in the Underground font.

• 60% COTTON, 32% POLYESTER, 8% RAYON • MACHINE WASH • Made in Australia

CONTACT : +61424729052 EMAIL : underground.evnt@gmail.com kezset.work@gmail.com https://www.facebook.com/undergroundmar- ketplace/ Linkedin : https://www.linkedin.com/in/keziaannabellesetiamidjaja/ ABN : 95206187765

Bate, M., 2020. Colliers International | The Emerging Resale Market. [online] Colliers.com. au. Available at: <https://www.colliers.com.au/en-au/news/the-emerging-resale-market> [Accessed 14 November 2020].

(Unknown). 2020. Footwear - Australia | Statista Market Forecast. [online] Available at: <https://www.statista.com/outlook/11000000/107/footwear/australia> [Accessed 14 November 2020].