Maison Margiela 〈 i, Margiela 〉
This is my final project at Istituto Marangoni. It involves the research, the development and the realisation of an innovative fashion retail concept with multiple outcomes and visual branded strategies of design and communication.
Maison Margiela presents the <i, Margiela> genderless capsule collection by introducing a new concept of space: 'Storeless'.
[Storeless]: unlike a typical, static physical retail store, 'Storeless' holds the possibility to be manipulated into various forms depending on particular design adopted in the chosen city
Pushing the boundaries of what a retail space is, the brand will create a space where boundaries are undefined and possibilities are multiple and expandable.
The <i, Margiela> genderless capsule collection and ’Storeless’ concept is designed to create a space where all stereotypes and presumptions based around gender are broken down and re-approached in a fresh new way. Where ideas can be approached liberally without judgements.
The design of the whole ‘Storeless’ space will act as an extended metaphor for the conventions of gender to be deconstructed and redefined as open and expandable idea.
Collection
<i, Margiela> will feature a new genderless capsule collection range of 21 pieces that revisits the idea of deconstructed garments as a way to deconstruct the ideas of gender stereotypes in fashion. This range will focus on designs that can be adjusted to be styled in different ways on different body shapes.
Space
The 'Storeless' space will be constructed as a temporary metal structure that houses a retail space, social space, and various exhibition rooms, that guide the customer through the <i, Margiela> collection and concept, touching on a brief history of Martin Margiela’s impact on genderless fashion and a collection of artworks displaying Genderless values by artists local to each city location.
Promotion
<i, Margiela> represents focusing on the individual rather than on gender stereotypes.
The 'i' image from <i, Margiela> poster works as a way to intrigue the viewer to find out more about the <i, Margiela> genderless concept, and lead them to visit the 'Storeless' space.
Merchandise
- Tote bag
Printed Tote bag with the 'Storeless' image on the front and a unique collaboration with the resident artist from each city on the back. Each artist's tote bag will only be available in the 'Storeless' space in their local city.
Design example below shows Alexandra Leese's photography from her collaboration with the London 'Storeless' space.
- Vase
'i' shaped vase made with vinyl plastic is an inexpensive fun object that represents the <i, Margiela> genderless concept and can be displayed in a home as a reminder of the <i, Margiela> experience, and of the genderless values.