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'Free Style' is an Autumn/Winter fashion trend for 2019/20. It looks at different groups and minorities becoming more noticed and celebrated. It explores the notions of some minority groups could become majorities by 2050 and how this shift will change things. Example: Generation M (Muslim Millennials)

 

Then we have ‘Radical Self Expression’ section of this trend, “ultimately about being true to yourself – and recognising that cultural norms are becoming increasingly fluid”. People being who they want to be without fear of repercussions, allowing who you are on the inside to show on the outside. If people can’t find a ‘box’ that they fit into then this trend is about them creating a new ‘box’.

- Gracie

The Future 100 Trends
The Future 100 

 

Within my own graphic design practice, I have been using The Future 100 by JWT Intelligence. During the research stage of the process I looked at the trend reports for 2018, a number of trends described the rise of AR and how it interacts with retail and leisure experiences.

 

Within the reports, there are a lot of trends predicted for the upcoming year, the ones highlighted within the research either have a direct link to art and galleries or have principles that can be applied to this project. 

 

Trend 1 - AR reaches the mass

 

This by far was the most important trend that I found, this page highlights in one picture the underlying strategies of our snapchat filter concept. This trend report describes how ‘AR can be seen in gaming, fashion, retail and marketing with countless more on the way.’ I think with the range of locations AR is being used it is very appropriate that galleries join this, hence why this trend was chosen. 

 

Trend 2 - Creativity meets Ai 

 

This trend talks about a direct link between artists and AI, the trend focuses on how we cannot ignore the new and changing relationship between man and machines:

 

“Man and machine are drawing ever closer as artists choose to work with advancements in science, rather than seeing these threatening their oeuvre”

(Wayne McGregor,2017)

 

 

Trend 3 - Adult Play

 

This trend was not originally chosen for this project, but during a group meeting, we were discussing the seating choices that were pitched to us during the meeting with Natalie in week 2 when Levi talked about the large swings being used in the Tate modern. I then remembered seeing that Adult Play Trend. We discussed this trend and how it might be applied to the seating area within the Longside gallery. 

 

These trends that were picked out, were presented to the curators when we went to meet them at the Longside gallery. After that meeting and the research undertaken the idea or using snapchat filters within the exhibition.

- Elliott

Analysis of the Artwork

For us as a group to generate ideas to boost engagement with the art and the exhibition, we had to first know and understand the pieces that were going to be included in the exhibition. When we began the project we were given a list of works for the exhibition, we used this to research and analyse some of the works. This then gives us a platform to use some of the pieces as inspiration in the idea generation stage. 

 

We began with works included under the Past and Present theme, this theme takes the artists perspective at a certain point in time, we focused on a couple of specific pieces when analysing the theme. Tracey Emin, The Simple Truth, 1995, Grayson Perry, Map of Nowhere, 2008 and Gavin Turk, Cave, 1995. Were big inspirations during the ride generation stage. These three pieces, in particular, were looked at because the underlying principles can be transferred over to the exhibition. 

Gavin Turk,  Cave, 1995 commemorates the time the artist spent at the Royal College of Art, decorating the room where the art would have been. The plaque reads; “Gavin Turk, Sculptor, worked here 1989 – 1991”. The emptiness of the space and the plaque becomes art itself, this concept was carried over in an initial idea of imitating the plaque by visitors giving them the chance, to sum up, their own experience at the exhibition, creating art themselves. When examining Tracey Emin, The Simple Truth, 1995 a fabric piece created around Tracey Emin’s view of America it is a defiant yet positive statement towards her work and America. We took very literal inspiration from this piece by incorporating a fabric-based activity the visitors could personalise. 

Similarly, with Grayson Perry, Map of Nowhere, 2008, this piece comes 12 years after the previous two and has a very different style, but that comes mainly from the artists rather than the time. Grayson Perry focused this piece around the idea of no Heaven, “No neat ending for life”. He started drawing in the top left-hand corner and started drawing without any planning, personally I see some reference to The Vitruvian Man by Leonardo da Vinci, 1490  which shows the promotions of man. This could link to Grayson Perry capturing his own “proportions” in this piece. The illustrative nature of this piece gave us inspiration for visitors to illustrate themselves in this style as part of an art activity.

 

The photography of the exhibition has been a focal point for the group throughout the project, specifically Sarah Lucas’ works. Overall her collection of works for this exhibition has a “grunge’ quality to them. This feeling is the total opposite to what we thought of when we did our mood boards of the 90’s, they included lost of bright colours etc whereas this pictures of real life create a much more down to earth experience. I think this may create a much deeper nostalgic feeling when visitors of a certain age see these pictures and reminisce about their own life in the 1990’s. 

 

Finally, another piece that really stood out to us was Bedwyr Williams, Walk a Mile in my Shoes, 2006. 

Unlike any of the other works, it had an interactive link to the artist, as well as slight humour as the shoes are all size 13 as that was the artist's size. We linked this piece in some of the design work used for the snapchat filter project, using shoes as visuals. 

 

Overall the pieces analysed provided great inspiration for us to carry forward throughout the project and researching the artists and the pieces gave us insights required for producing our concepts, for that reason it was a vital part of the process.

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- Elliott

Target Audiences

How to determining a target audience?

In order to successfully address an audience, any business (or in this case a project group) must identify and understand its target audience. It allows them to craft their products or services to the wants and needs of “customers”. Ideally the strategy should help to connect with “consumers” on a personal level.

 

To determine the target audience, the business (project group) must first identify what problem their product or service solves, or what need or want it fulfils. The problem must be one that the audience is aware of and will be interested in solving. The business (project group) must determine what kind of people are facing the problem they identified. This is based on “consumer” demographic, psychographic and behaviour.

 

Demographic information is important to the business (project group) because it gives a basic background of the “customers”. This involves information like age, gender, ethnicity etc. This helps them to judge on a basic level how to communicate effectively with who they have identified as the target audience.

 

Psychographic information can be utilised by the business (project group) to gain a deeper understanding of the “consumers” they intend to target, by analysing the more intimate details of the “consumer's” lifestyle and thinking processes so as to gain understanding of their preferences. Things like interests, hobbies and lifestyle will all be filtered by the business (project group) to create a target audience that will in theory be open to the product or service.

 

When determining their target audience, a business (project group) must examine “consumer” behaviour trends. Behavioural trends could for example be the use of social media platforms. They should then select a segment of consumers whose behaviour aligns with the functionality and purpose of the product or service.

A lifestyle is defined as "a person's pattern of behaviour" which is closely related to “consumer's” personality and values. This gives the business (project group) an understanding of what type of lifestyle their target audience live. A lifestyle can be defined by activities and interests.

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Audience Profile

Kids/Teens

Ages: 10-15

  • Gender: both

  • Interests: Art & culture, meeting new people, studying, social media

  • Hobbies: Sports, reading, exploring, social events, traveling

  • Social Media Behaviour: high interaction (daily basis)

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Adults

  • Ages: 16+

  • Gender: both

  • Interests: Art, culture, social events, cultural exchange, history, always wanting to learn something new, politics

  • Hobbies: Reading, social events, sport, visiting cultural events, traveling, political events

  • Social Media Behaviour: growing interaction with social media

- Laura

The Top 10 Self-Portraits in Art
WGSN: Free Style Trend
These Trailblazers Took Selfies Before Selfies Were a Thing

When Robert Cornelius took his historic selfie, he sat still as a stone for 15 minutes, then watched the photo slowly appear on a silver-plated sheet of copper as he breathed in dangerous mercury fumes.

 

Cornelius, using a wooden box fitted with an opera glass, likely deserves credit for taking the world’s first selfie. He didn’t make the picture out of vanity, but as an experiment to test a silver-plating method for the daguerreotype photographic process, which had been introduced worldwide just three months before Cornelius’ self-portrait.

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Each day, more than 1 million selfies are posted on Instagram. We take pictures with family and friends, document our presence at some amazing place, poke fun at a bad hair day or communicate the mood we’re in. It is a much-criticized symbol of our self-absorbed culture — and we can’t help ourselves. The word “selfie” was only officially recognized two years ago. Yet people have been artfully composing self-portraits for more than a century. And in many cases, they took better selfies than you. The history of art and photography are full of self-portraits. Here, we will consider some of the “firsts” in the selfie subgenre, as well as some truly quirky and extraordinary shots.

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The First Selfie

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To make the picture, he had to remove a cover from the lens, run in front of the camera and sit without moving for three to 15 minutes, according the Library of Congress file on the photo.

 

First Selfie in Space

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Buzz Aldrin made history as the second man to set foot on the moon, but he was also the first astronaut to take his own picture in space. With a hint of sunlight on his brave visage, Aldrin snapped a picture of himself while on a spacewalk outside his Gemini 12 capsule 1966. He tweeted the picture last year, along with the words “best selfie ever.”

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Mystery Selfies

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One unknown man sat for pictures in photo booths several times over a 20-year period, and 445 of those black-and-white photos went on exhibit last year at Rutgers University. The owner of the collection can only speculate why one man took so many photos of himself, but one theory suggests he might have been a photo booth technician and the pictures represent each time he tested the machines.

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The photos act as a timeline: The mystery man ages before our eyes. Sometimes he is dressed up, wearing a hat and smoking a pipe. He grins in some, stares blank-faced for others. The collection was bought a couple years back at a New York City antique show and is now displayed as art.

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Post-Mortem Pose

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These days, when someone posts a selfie with a loved one laid out in a casket, an outcry can ensue on social media. The funeral selfie might be considered bad taste (more so if you post it on Instagram or Facebook), but in photography’s early years it was common for families to gather around the body for a photo. In most cases, these were the only pictures ever taken of that person.

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Two Masters

Virtually every photographer has turned the camera on themselves, but none with the results of street photographer Lee Friedlander. While wandering city streets, Freidlander would occasionally catch a glimpse of a shadow or reflection intersecting with his compositions.

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https://www.cultofmac.com/385015/these-pioneers-were-taking-selfies-before-they-were-cool/amp/            - Gracie

Before the Selfie: Self-Portraits in Art History and Today

Self-Portraits and Art History

Since early times, artists have been interested in finding a way to represent themselves in their chosen medium. Whether it was paint, pencil, clay, or photography, the desire of artists to find a way to represent themselves has been popular. In the mid-15th century, the artists desire to depict themselves either as the main subject or as an important character in their work grew strong. With the rise of the Renaissance (where wealth and interest in the individual as a subject increased) the art of self-portraiture became highly popular. As art movements changed over time, so have the way artists have represented themselves.

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Self-Portraits Vs. Selfies

With the popularity of social media, we live in a society that has become “selfie-obsessed.” Selfies allow individuals to manipulate an image of themselves as they strive to achieve the perfect rendition of how they want others to see them. For many, these images of self are used as a way to receive validation from their social circles. The big difference between selfies and self-portraits is, in general, we create a self-portrait that reflects how we see ourselves, not how we want others to see us. By studying our reflection, we become more aware of what makes us truly unique and special. Self-portraits allow us to explore the concept of self, and are a personal way for us to express ourselves.

- Gracie

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