AARO MURPHYfashion space online sketchbook

once again, I have created an online sketchbook alongside my physical one. through this sketchbook i can show a more reflective view on the project. i aim to show how I have worked on the project in chrono-

logical order and which parts of the final fashion space I have been mostly working on.

quite early on we decided that we were going to ac-tually create the exhibition space. either inside the university or in a location elsewhere. in fact it was

the first day we got together as a group that we got exited about creating a real space We had already

talked to each other in the previous semester about working together as a group, purely because we get

along well and share a similar visual language. soon it became apparent that it would be most practical to

create something within the university.

working in the group we chose has probably been one of the best choices lately. of course there will always be misunderstandings, contradictions and even minor conflicts, but at the end of the day we

have worked extremely well as a group. everyone is supportive of each other and we have always tried to

consider peoples opinions.

the image on the next page is an installation model by RENEE GREEN

i started looking at artists who could inspire me. i felt like i needed to expand on the sculp-tural elements of the previous project. i want-ed to work with perspex again, however found that the laser cutter at epsom was being very

temperamental.

i tried to keep up the group tumblr page to get a continuous flow of interaction with each oth-er, however found that nobody wanted to post

anything on the page. eventually i stopped posting on it too.

the installations here is by ANTON NGUYEN

ANTON NGUYEN

NAAMA HOFFMAN

BENJAMIN PHELAN

UNKNOWN

it was important to come up with the most ap-propriate way of presentation. in some of the previous images you can seethe use of clips to hang garments and images. i like this. its

slightly less polished.

RENEE GREEN

i really like some of the colours used in RENEE GREEN’S sculptures. they are so bad

that they are good. i also like to mix fresh col-ours with things which wouldn’t necessarily

be that colour to start off with.

at this point I began to think of sculpture and the painting of objects into colors which

would not usually be. i guess i was wanting to expand on the set design i created for my last

project.

i was also looking into GARY CARDS instal-lations at this point. I really like his use of

colour, although otherwise his style is slightly too ‘harajuku’ for me.

i also visited the MIKE NELSON exhibition at the tate in february. i was still trying to think of things i might be inspired by at this point.

the use of space within his piece coral rief was absolutely fightening. i got so freaked out

when i entered the maze that he had created. especially after rooms started to mimic each

other.

The GELITIN installations also inspired me. i really enjoy their playful take on space and

interactive sculpture.

before going to the V22 we had already start-ed to discuss about our visual interests as a

group. i knew for a fact that I didnt wan’t to create anything too obvious. we almost boy-cotted the brief for a while and did not want

to really choose a brand. we wanted to create our own work first and then look at brands to

fit it with.

at the V22 we looked at colors and objects in the room rather than try and bring something completely personal to the space. we noticed

the old english 70s style bathroom. i also found the old electrical boards on some of the

pillars quite interesting. we wanted to have fun and not take the day too seriously.

it was lucys idea to look at the clinical . we then started to work as a group developing

this idea. in the very beginning i was not sure about this idea. however after a while found

that there was so much to explore within this theme.

i felt that the others were a lot more inter-ested in the natural side of the topic, whereas

i wanted to explore the synthetic. from this point onwards i only started to look at things with a connotation towards clinical settings.

at this point i went to paris for an inspirational art trip. ended up mainly going out every night

instead of seeing galleries. However I did visit the MAISON LA ROCHE designed by CORBRUSIER.

The colours in the space ended up being very in-fluential when thinking of our space.

the picture on the left was from a market selling young design, in the le maire district.

when I got back we had been building on our personal ideas. i knew at this point i would like to work with lights again. this time however creating something even bigger than my my previous pro-

ject.

we also started to think of brands to work with. quite reluctant at first, we started to think of fash-

ion related brands and designers. some ideas were MARGIELA, COMME DES GARCON and other

conceptual designers.

yet we felt this would not relate enough to our visual aesthetic. i suggested the group with the

BLOOD CONCEPT and everyone felt it would suit perfectly.

after choosing the brand, it was important to us to still stick with our aesthetic. the idea was in a way to almost ‘re-brand’ the image in a very indi-rect way. mainly because we felt the actual iden-

tity at the moment was not playing to its fullest potential. for ecample the scratch-and-sniff pack-

age design they have created is slightly dated.

i got in contact with ANTONIO and GIOVANNI the creators of the brand to ask if they would be in-terested in giving us samples of the fragrance.

they passed me on to the london distributor IN-TERTRADE EUROPE.

i wrote the concept proposal for our exhibition and they found it very interesteing. myself and

saorla went to meet the distributor and she gave us all of the fragrances to work with.

the company liked our idea so much that they gave us the possibility to work with them in the

future. they wanted us to create their window dis-play at AVERY PERFUMERY LONDON.

as it may have come across i was making sure the whole project was running on shcedule. i created

a timetable for everyone and was making sure that we followed it.

i knew that without someone taking the bull by the horns our ambitious project would never have materialized. i am used to working with a level of

structure so i forced it upon the others.

at times i felt slightly obsessive and maybe a bit too pushy towards the rest of the group. however

i was just getting increasingly more stressed about deadlines.

at this point it was also imporatant to start bring-ing our identity together as a group. it was very important that all of our work would flow equally within the space.

we started to work on concepts for the design and layout of the space. as a group and individu-ally. we felt it very important to also add elements which would be created within a group in the space. this would include the film and also col-laborative exhibition guide. this is also when we came up with BIND.

creating the light installation. prpcess and in-spirations. one light in particular which i found inspiring was at waterloo station. this was one of those light boxes where advertisements sit in. there was however no advertizing inside of it yet.

creating the light installation. prpcess and in-spirations. one light in particular which i found inspiring was at waterloo station. this was one of those light boxes where advertisements sit in. there was however no advertizing inside of it yet.

ideally the invitation was to be lazercut on to perspex and packaged in a similar way to the bind

poster we created. however this was going to be quite expensive considering we had already spent

a fortune on wood for the space.

this is one of the first models i build for the group. it was a rough outline of the type of space

we were giong to create. eventually we had to compromise some of the design due to construc-tion difficulties. boards would not stand on their

own.

although our final space did not include sound it was important for me also to encorporate this

within my research. I really like the sound used in RAFAELROZENDAAL’S installations.

we all really liked the editorial in the SS/edition of B. it was actually quite funny to realise how similar some of our ideas were to this editorial. the use of

plants in particular.

the BRITISH COUNCIL travelling exhibition design 1977 above. i like the way the space uses panels to

section the room off. this is something i was looking at when thinking of our exhibition design. one of the

first scetches i drew of the space was already play-ing with the idea of sectioning the space.

as a conclusion it can be said that i have surprised myself with this project. i knew we would be able to

pull a real exhibition off, however did not expect it to be so well executed. of course there were parts

which i would have elaborated on even more, such as the story behind the fragrance. still we created something coherent as a group which reflects the

brand well enough.

i feel that i have personally also gone forward with my personal style throughout this project. as ex-

plained in the brief we were expected to learn more about composition and presentation of work. this has definitely been the case within our project. i

feel this, and organization are the main skills i have gained from this project. i also feel more credible go-

ing to hong kong to create my own exhibition.

because we work so well as a group, we have decid-ed to work together in the future. the first project be-ing the window-display for AVERY PERFUMERY. who

knows what we will come up together next year. i feel we could work together in creating an amazing short-film. i would really like to see that happen. maybe we

could create something for ASVOFF next year.