Directing a film & Developing a brand for The Fleetville Vintage Emporium

January 19th, 2012 § Leave a Comment

The Fleetville Vintage Emporium in Hertfordshire was looking for a brand of its own to be developed and material to promote it. So Back in December I started out on this project to direct a film that helped showcase the place and to develop the brand with designer Corinne Rockall.

Here is a link to the film that I made with Chris Debney who edited and filmed it whilst I directed it.

The emporium is home to over 50 indivudal sellers of all things Vintage. An amazing find, full of character and a great resource for finding unique and individual pieces, it was set up 2 years ago by one person who decided to put an advert in the window of a redundant plumbers merchants ‘ units to hire’. It has grown from strength to strength and resembles a little Camden (the way it used to be) however the facebook page, website and general advertising needed a strong identity to tie it all together.

With designer Corinne Rockall we set about developing the visuals for the brand.
Pages below show how the designs developed, the font was adapted as seen in the film and this font was chosen as we felt that it reflected the character & Vintage feel for the place. Whilst the lady in red was drawn up as the emblem for the brand.

The Chosen font and visuals used for the film and now for the logo too :-

Development pages for the website

From these pages illustrations were developed to add to the website and the gold frame was made central to the site to show the film and photos of things that could be bought. The website can be seen at www.thefleetvillevintageemporium.co.uk

Developing a Brand – Creating a website for Daniel Poole

November 20th, 2011 § Leave a Comment

Daniel Poole Interior Designer wanted a website/ e-commerce site to sell the many things that he has collected over the years. He has been creating and designing Interior spaces for the last 10 years and to help compliment his design aesthetic he has a shop in the heart of Primrose Hill selling Retro Furniture, Vintage toys and Works of art.

An Interior Designer by trade. DP sells creative custom-made pieces with one of a kind objects representing good taste and bad taste.

A shop of Curiosity

A Dash of the Eccentric

Fun, Quirky and Unique.

From the moment you enter the shop you enter in to the world of Daniel Poole, a collector of Robots with a strong eye for design. He compliments the artful with curious and beautiful pieces of interest. Old and New.

The brief – to research and create a website representing a style, an aesthetic and feel for a shop representing artists, objets d’art and pieces of furniture. Full of fun and character.

Stage 1 – understanding the design aesthetic and what made Daniel tick, to the history of the designer and what he wanted to achieve.

Daniel Poole started out as a Fashion Designer in the early 90′s creating the cult label DP that was at the forefront of Street wear. His style as an Interior designer brings those elements of design from a cool Street wear aesthetic into Interiors. Working with Artists such as Chris Bracey of Gods own Junkyard and Still remains who create one-off pieces and sculptures from Antique and Victorian objects to Dan Glasser a  Fashion photographer/ print maker who makes light box installations.

Stage 2 – Researching existing web sites and e-commerce sites that were achieving the type of site that was wanted. Be it visually, technically and functionally.

From here a full report and analysis was created, looking at websites such as Caravan, Smug and Pedlars to name but a few. The full report outlined what worked as well as what didn’t work, which sites were easy to navigate and what made them fun and identifiable to the brand.

Stage 3 – Identifying the look and feel for the Daniel Poole website

A great lover of Robots, old vintage toys and things with character Daniel wanted to create a website that was fun and easy to use. The work of Terry Gilliam and the Monty Python graphics along with circus typography started to form a strong connection with DP and the brands identity.

Here are the web pages developed for the website following the research collated.


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Styling and Sourcing for a Residential Design Company

August 28th, 2011 § Leave a Comment

A chance meeting at the beginning of this year led me towards work  assisting Daniel Poole with projects from designing a bar for a couple living in Primrose Hill to  Styling a Penthouse in Islington for London Newcastle.

Daniel is well known for his Cult Street wear label created in the 90’s and is a hugely talented designer. For the last 10 years he has been working as an Interior designer and in December last year Daniel opened up a shop in Primrose Hill representing a whole host of artists as well as selling Vintage toys, furniture and general ephemera.

In April I worked with Daniel assisting him with styling, researching and sourcing for an empty Penthouse in Arundel Square.

A project Commissioned by LondonNewcastle. A Design orientated Residential Development Company.

In January designs for a bar on the top floor of a home at the Piano factory were submitted to a Couple living in Primrose Hill. They had specifically requested designs that worked with a distressed wall already a part of their room.

A design was submitted with ideas of the different materials that could be used.

Directed by Daniel Poole. Research, designs & pre visualisations completed by myself.

1st Commercial Retail Product Design

August 24th, 2011 § Leave a Comment

Commercial Interiors

Retail

Product

The Brief

To design a stand for a new Children’s wear brand that was to sit within a Retail environment . A display unit that allowed the hanging of garments as well as those folded. A side for girls as well as for boys and a place in which to house a monitor (a television screen showing the collection).

Most importantly the display unit was to fit a space 2mts by 2mts and to have rounded edges .

The opportunity came about through a friend who knew that I was wanting to design Interiors and was thirsty for a challenge. The brief was passed to several designers and this is how I approached it…

First of all I looked into what was out there already, how other brands were displaying collections in department stores and what worked. I also looked at structures focusing in particular on those with curved edges and faces.

All images sourced from the internet

With all this material at hand I started to sketch ideas, how best to fill or use the space. In reality 2mts by 2mts was not that big and I started with ideas bigger than the space could fill that then moved on to much more simplified solutions .

1 unit or 2, side by side or opposite one another?

Designs created by myself.

However, to fully maximise the space I started to look at three sided structures and combine the ideas as shown above. By having 2 sides curved and one that was straight it enabled the area to be fully optimised and for the structure to house a side for girls, another for boys and a third area for accessories with a platform for display as seen in these pictures..

The idea was submitted and to my surprise it was selected. I was told that no one else had thought of creating a stand that was curved and three sided. Little did I know at the time that the designer I was up against was the Design legend Philippe Starck.

From here the the material was selected to be perspex and the design started to evolve to the specifications led by the Brand Director. The US market had very specific requirements as to the height, dimensions etc. and from a low standing structure it was modifed so that the hanging part was at eye level and the flat side made taller for a monitor to be placed at eye level with more shelves under neath.

A prototype was made and sometime last year I went to Paris to see the stand at the Paris based Design studio

I think The Success of this design is that it works on many levels.

In store the clothes themselves can be seen from all angles.

It omits light through it and creates a sense of space.

There is room for hanging as well as folded garments, mannequins for display and a monitor.

The space is fully optimised and it’s a beautiful structure in itself.

I feel very proud.

1st Commercial Interior design for a Cafe

August 21st, 2011 § Leave a Comment

Commercial Interiors

Cafe

The Brief

To transform a tired and redundant space into a Cafe for a Vintage Emporium that was fitting to its surrounding environment.

The Fleetville Vintage Emporium in St.Albans houses about 50 individual stall holders and was crying out for a place in which people could sit, relax and have a cup of tea .

Research

Photos found on the internet

Images found on the internet

Once I had an idea of the look I was trying to create I started to find ways of sourcing furniture, the emporium was full of props to dress the cafe but it was lacking a decent amount of tables and chairs to fit out the entire cafe.

With limited time I needed to find somewhere I could buy Antiques at a reasonable price and get a substantial amount in one go. Ardingly Antiques fair in East Sussex was perfect. With 1,500 stalls and only 60 minutes from London, Buyers from Japan, America and all over Europe come to buy at this event held periodically across the year.

You can get a feel of what Ardingly is like from this video…

You tube video of Ardingly:-

With a van full of tables, chairs, pictures, mirrors and general ephemera, the furniture it self started to create the theme.

A Colour Palette and a name Tea for Two was chosen.

A NEGLECTED SPACE

TO THIS…


Floor Plan Designs, Axonometric Drawings & Sample Boards

August 20th, 2011 § Leave a Comment

Working full time yet wanting to make the most of my spare time I enrolled on a Part time course, a Saturday morning class at Central St. Martins to learn whatever I could learn in Interior Design.

A complete novice, in 10 weeks we learnt everything from how to measure and draw plans, sections and elevations to space planning. Axonometric drawing, and producing a detailed plan with sample boards. From day 1 we were  set a project to re-design an interior space.

The Brief

The client a Wealthy couple with a Georgian House in Westminster

To design the first floor bedroom and en suite bathroom.

Lovers of antiques, they have fine taste with appreciation of the arts and design. The aim was to create a space that had the feeling of luxury, a Boutique Hotel of their own in which they could relax.

Here is the project I completed for a Residential Interior….

CONCEPT BOARD

COLOUR PALETTE AND FLOOR PLAN

SECTION OF BEDROOM AND AXONOMETRIC DRAWING OF FIRST FLOOR

BEDROOM SAMPLE BOARD

BATHROOM SAMPLE BOARD

Welcome to my blog about a journey towards a creative life in Interiors

August 15th, 2011 § Leave a Comment

Hello my name is Elaine and some time last year I started seeking out a creative life in and around Interiors.  My Journey from working  within Fashion to embarking on projects with people I know and others I have met a long the way,  started with a decision that I wanted to be an Interior designer. Each step opened up a new door and the quizical thought in the back of my mind started to prove true that if there is something out there that you want to do and you are on the right path, opportunities will open themselves up to you.  Here is my story so far…

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