After having more tutorials consultancies, time to research and feedback from DC&S, I wanted to further refine my project proposal and adapt it accordingly. This will be used to assist my ILP and developed and refined further into a treatment.
Background –The concept behind this proposal lies in utilising fashion and the digital transformation of society as a vehicle for social change. Predominantly focused on the construction of intersectional identities and the evolving concept of ‘beauty’, this project examines the synergy between virtual and material space and the possibilities this provides. In succinct terms, the proposal speculates on the future of fashion by exploring boundaries of the digitalised body and asks how technological advances could affect lived experience.
Aims & Objectives –The main research question asks how the fourth industrial revolution will impact identity and communication through phygital experiences. In terms of purpose, the main objective for this proposal lies in the creation of a body of work, which serves as a representation of evolving new media practices and speculations surrounding the merging of physical, digital and biological realms.
Problem – Thinking beyond virtual try-ons and live-streamed runway shows, ways of communicating fashion and brand narratives must be adapted. Phygital opportunities need to be utilised to discuss societal shifts and facilitate positive social change.
Solution – This proposal carries the potential to create entirely new showcasing and communication experiences which explore the current climate.
Deliverables – Through the creation of a multi-disciplinary collaborative project, this proposal will create a platform which deals with moments of transition within society, whilst exploring the possibilities new media holds.
Impact – Concerning this proposals USP and where it sits within the industry, a distinct pathway is that it offers an interesting angle to the future of fashion showcasing. The current discourse surrounding new media and lived experience is particularly relevant, certainly a project such as this one; rooted in creating inclusive and sustainable fashion futures, analysis, intersectional representation and phygital experiences would sit very well within this evolving sector.
Research and Experimentation –The research for this proposal examines digital media itself, through the identification of future digital marketing strategies and an examination of the way in which online spaces are becoming infinitely connected. More specifically, the chosen methodology for this project is Phenomenological‐based ethnography, this allows for an examination of digital users and creators’ subjective experience. A particular focus has been on social media’s role in the construction of identity through personal affinities and performativity. Dr Erika Pearson likens the way people craft their online identities to the performance of an actor on stage, using the metaphor of the “glass bedroom” to describe social media sites as spaces which are partially public and partially private, this is a concept which will be reflected in the visual outcome. Affect Theory will continue to be examined and used as a communication tool, exploring the effects of a piece of digital content whilst asking how does it make you feel and how does that then translate into the formation of senses and behaviours? Further experimentations exploring how senses such as touch and smell can be replicated in virtual environments will be conducted, with reference to the physicality of nostalgia. I will continue to work with 3D designers to experiment with mixed reality and the making of virtual meditative environments. I will also continue to plan the physical set which combines elements of medical and clinical practices with references to screens, stages and occupying virtual worlds (examining media within media and questioning the definition of reality). Finally, I will implement the use of gamification techniques and speculate on 4D experiences involving human senses.
Outcome –The outcome has multiple iterations which can be consumed/experienced independently as well as together; the first is a trend report which analyses emerging behaviours and moments of transition within society. As the proposal speculates on a near-future (approx 2030) the trend reports will identify societal shifts and macro trends for the next decade, utilising figures and metrics gathered from phenomenology, collaborators within the industry and an objective report of the industry itself. The second (and main aspect) is a short film (showcasing 5 designers’ collections) which includes speculative, documentary, sound and mixed reality elements. The film visualises the possibilities rising trends are indicative of, whilst theorising on the future of occupying, creating and interacting in phygical worlds. The narrative of the film has a loose structure currently, the interviews will inform the final version of the script.
Narrative – The metaphor of a Spa has been applied as this is most successful in encompassing multiple themes of identity, beauty and metamorphosis in one relatable material environment. The narrative is heavily inspired by the conceptual fashion shows of the 1990’s and early 2000’s, focusing on theory, experience and futurism. A dual perspective short film observing a user of this ‘perception spa’, will allude to identity construction and trend of merging medical, aesthetic and wellness practises. Set on a location at a drained swimming pool, inspired by rebirth, occupying physical, public and private space, clinics and spa aesthetics (contrasting artificial and natural) with some elements shot in environments such as the beach and in mountains in Wales, in order to achieve the buoyancy between natural and virtual. Parallel to this, is the first-person depiction of the ‘user’s’ virtual experience, with treatments and sanctuaries inspired by surreal natural landscapes, scientific technology and other sensory experiences (an example is the user engaging with digital lavender fields in virtual space whilst experiencing the calming scent of this in the physical ‘spa’). The spa will also include content lifted from participants real social media accounts, virtual photorealistic models of still life sets alluding to modern beauty practises and references to taste, touch and smell which is personalised to the user experience. A motion capture suit will be used to replicate the user’s human movement and create multiple virtual versions of the user, re-imposed – creating a satirical arena of self-spectatorship. As well as references to selfies, pop culture phenomena, performative religious rituals, memes and other user generated content, suggestive of the ‘other’.
Details – In terms of shooting style, slow panning shots and fixed-point zooms with quick switches between perspectives will allow for tension to be built, leaving the audience feeling inquisitive. With regards to styling, three designers who explore similar themes of futurism, tech and biological development, have been secured and I am looking to recruit two more. The Soundscape is an imperative part of the proposal in order for the project to be immersive and broken down into different sensory experiences. The sound will similarly be inspired by fashion show soundtracks, with different contrasting sections to accompany the various ‘services’ of the spa (the sound will guide the viewer through the experience). These sounds will range from angelic choirs, ASMR and distorted vocals, to meditative soundscapes which encourage relaxation and sonic escapism.