S U B U R B A N

RIA COLLINSONProposal and Rational

EFPI30011 1 Concept Development and Experimentation

My research began by looking into taxidermy, as I wanted to challenge myself strongly when doing this project. Through this

process I came across 4 key points that would develop my concept.

TAXIDERMY

I gathered my research by look-ing at the meaning of the word taxidermy and understanding the notion behind why this method is still used today.I decided to break down the meaning of the word taxidermy, to which I found meant Taxis – meaning movement Derma – meaning skin

Taxidermy – respect for the ani-mal’s life by re-using it, using it in a new light. Trophies can signify empowerment and pride

I found out that the historical as-pect of this traditional method of preservation was used to educate others in anatomy, showcase souvenirs of hunting trophies and adoration or respect of the animal itself.

I then started to look into taxider-mists themselves and began to understand that each taxidermist I chose to look at in more depth also had respect for using all parts of the animals which linked back to my previous findings of historical taxidermy which was around during the Victorian era, where all parts of the animal where used including the meat.

“To say that a taxidermist stuffs animals is misleading. In fact the skin is removed, preserved and arranged around a model of the original body. A goodknowledge of anatomy is essential to create the artificial body of ‘form’. Artistic talent is needed to finish the specimen and set up a natural display. A good taxidermist is a sculptor, artist and naturalist rolledinto one.”– Guild of Taxidermists

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HUNTER/GATHERER

Throughout my research relating-to taxidermy I found many articles that talked about the modern hunter-gatherer and the way, in which we re-use the things around us, which led me to define what a hunter-gatherer meant Hunter-Gatherer – Society in one, which all food is obtained from wild plants/animals. In contrast to modern day where societies rely mainly on domesticated species.

Which is what our ancestors did with everything they had available to them, this is also where the first taxidermy was practiced. I want-ed to look more into the modern hunter-gatherer and see if these practises are still used today like taxidermy is.

I came across an article Any-one for roadkill?” – Johnathon McGowan Featuring a man who has eaten road-kill for the last 30 years, from reading the article I found that he had been fascinated with taxi-dermy his entire life and collected road-kill so he could experiment, to which he then thought instead of discard the meat he would eat it. Which led me to define what a modern hunter-gatherer is

Modern hunter-gatherer – supple-ment their foraging activity with farming and/or keeping animals

Which led me to explore the docu-mentary kill it/cook it/eat it and decided to analyze the documen-tary to see what I could find from it. From this I found that we as modern society are not desensi-tized from life and death, as it isn’t shown to us on a regular basis, I decided to carry about my own experiment involving purchasing a pigs head and subjecting people to it, my findings were parallel to what modern society feel towards this subject.I looked at another documentary on BBC 1 called tribe. Which explores cannibalism and the idea that tribes do it out of respect for the loved one. Members of certain tribes view it as the same as eating an animal, some tribes believed that by devouring their loved ones they would devour their traits which is why they eat certain animals.

“In the struggle for survival, the fittest win out at the expenses of their rivals because they succeed in adapting themselves best to theirenvironment” – Charles Darwin

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TRIBES

As tribes seemed to intertwine with the research throughout I decided to break down the term tribe Tribe – viewed historically or de-velopmentally, consists of a social group existing before the de-velopment of, or outside, of states. Tribe – a group of people who share the same common interest/passion or habit Tribe – A social division of peo-ple defined in terms of common descent, territory, culture etc

From these definitions I formed the basis of my research into tribes. Tribes both live in small communities and also have the hunter/gatherer ethic, they source everything from their surround-ings and they socialize within that community.

Which led me to come across an article by Robin Dunbar explain-ing how we can only have close relationships with 150 people, which is to do with our ancestors generally living in communities of 150 people and forming good solid relationships with them. Through focus groups and ques-tionnaires I did on this subject my findings seemed to conclude with what Robert Dunbar was suggesting as many of the indi-viduals I asked seemed to agree that they did not communicate wit more than 150 people on a personal level.

I then decided to look at social tribes and how they have devel-oped throughout modern times, I found that tribes are seen more on a global scale, digital medias have enabled tribes to be devel-oped oversees its not necessarily about being in the same area its about forming a community over common interests. Which led me to look at how modern day peo-ple have a subconscious need to be a part of something and how brands need to communicate with consumers socially as ‘tribes of people’.

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HYPE

Developing on from the idea of being a part of something I looked into The Situationists movement, which was around in 1957 – 1972 -Society of the spectacle A series of 221 ideas about consumerism founded by Guy Debord. One of the spectacles he was involved in was a scene in the street where a man looked up at nothing for 20 minutes and formed a crowd of people all looking at nothing at all – the implementer then steps back and photographs the spectators I related this back to tribes as Guy Debord created a group of people all interested in the same thing – which led me to look at creating hype about nothing.

I decided to define both these words Hype – An advertising or promo-tional ploy, something deliberately misleading To publicize or promote, espe-cially by extravagant, inflated or misleading claims

Nothing – Something that has no existence. No thing, not anything

I liked the idea at this stage to create something/a movement about nothing Consumers = tribe I would create the idea but the consumer would provide the content I found out through focus groups I held that unless the concept was

tied to a brand the affect would not be as successful as I thought it might be. From this point I decided to research into brands that have taken this idea of interactively involving the consumers at events and live performances that ac-tively get the consumers to play a part in. From this research I came up with my concept.

Debord’s aim and proposal, is “to wake up the spectator who has been drugged by spectacular images, through radical action in the form of the construction of situations, situations that bring a revolutionary reordering of life, politics, and art”.– Guy Debord

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CONCEPT SUBURBAN

Will be a bi-annual magazine sold through Urban Outfitters made by the community of the location of 5 separate stores in the UK. The magazine will promote the urban areas of which the store is located as well as local talent and individuals who live in the area showcasing the lifestyle of people who buy into the brand. There will be interviews, artwork, and pho-tography inside the magazine. The target market of this publication will be Urban Outfitters customer base as I feel this publication is something that market would be interested in. It will be a paper-based blog with the future fore-cast to become something big-ger with the ability to be able to become an event that travels the country and could go globally.

OUTCOME:SERIES OF FLYERS TO PROMOTE IT DESIGN A MAGAZINE DESIGN A BLOG

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CONCLUSION

Overall throughout my research I feel I have shown a gradual progression and recognised an importance of individuals feeling the need to be part of a com-munity. I hope through Suburban to showcase this research and development successfully and create this idea of community.

I have looked at many different events that have involved the consumer to which I want to take on board when developing my final major project. One event that inspired me would be the collabo-ration event between Levi’s and Urban outfitters film workshop. I have identified from my research into Urban Outfitters that the UK is not used enough when holding these events and I wish to change that through the introduction of Suburban.

In terms of Marketing my idea I will design flyers for the event to be distributed to all the main stores across the UK. It will also be promoted on their website. The magazine itself will be sold in Magma as well as online through Urban Outfitters and in-store.

I see my customer base aged between 20-30 with an active lifestyle and an interest in oth-ers their lifestyle would include visiting events and galleries or festivals on a regular basis and showing a willing to be involved in something unique. As I am working alongside Urban Outfit-ters I feel that the customer base they have is predominantly the customer I am aiming towards as not all their customer base buy into the clothing brand solely. Ur-ban Outfitters is a lifestyle brand affordable for the mass market

on the high street so I feel with my idea I am not making my target market niche. Urban Outfitters from the research I have gathered would be involved in my idea as they are actively involved in many events that happen throughout America, Australia to name a few, and I hope that through Suburban the UK will also be a country Ur-ban Outfitters involve with more.

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BIBLIOGRAPHY Cooper, R (2011) Owl curry, adder with butter and stir-fried craneflies! Meet the man who has survived on a diet of ROADKILL for 30 years in: Daily mail [online] http://www.dailymail.co.uk/news/article-2048527/Jonathan-McGowan-roadkill-Owl-curry-adder-stir-fried-craneflies.html#ixzz1ibLZjOBi (Accessed 8.10.11)

Darwin, Charles (1998) 2nd Edition Origin of species London: Gramercy Books LTD

Debord, Guy (1992) Society of the spectacle London: Rebel Press

Dunbar, Robin (2010) How many friends does one person need? London: Faber & Faber

Godin, Seth (2008) Tribes – we need you to lead us London: Piatkus Books

Jakob, Jakobsen (2011) Fear nothing expect anything Denmark: Nebula books

LIST OF IMAGES Fig 1 Julia DeVille Bird wing broach 2010 Fig 2 Headhunters Taxidermy deer mount 2011 Fig 3 Elizabeth friend taxidermy 2011 Fig 4 The rush gatherer Edward Curtis 1908Fig 5 Charles Darwin Origin of Species book 1859 Fig 6 Johnathon McGowen Road kill article 2011 Fig 7 Robin Dunbar How many friends does one person need book 2010 Fig 8 Seth Gordin Tribe we need you to lead us book 2008 Fig 9 Manyara ranch Tribe Craig Sholley 2008 Fig 10 Stella Black Diamond poster 2011 Fig 11 Guy Debord Society of the Spectacle book 1992 Fig 12 Jakob Jakobsen Fear nothing expect anything book 2011Fig 13 Underground Rebel Bingo poster 2011 Fig 14 Levis film Workshop photograph 2011Fig 15 Hype documentary poster 1996 Fig 16 Urban Outfitters whos who poster 2009 Fig 17 Urban Outfitters star wars band poster 2009 Fig 18 Urban Outfitters exhibition poster Bristol 2011 Fig 19 Michelle Bandach Artist for Urban Outfitters 2011 Fig 20 Michelle Bandach Artist for Urban Outfitters 2011 Fig 21 Logo Stuart Reed Artist for Urban Outfitters 2011 Fig 22 Urban Outfitters Los Angeles shop sign 2007 Fig 23 Linda McLean blog Urban Outfitters window display 2011

SUBURBAN