Just about everyone knows what this iconic tick symbolizes, or have at least come across it. But how did this simple ‘swoosh’ come to represent what it does today? What comes to mind when we think of Nike? Is it sneakers? Is it that slogan that went viral after Shia LaBeouf repeatedly screamed ‘Just Do It!’? Or the empowering ads that look too good to be true?
Unlike other brands that focuses on selling a product, Nike sells emotion, aspiration, dreams and victory. From the beginning, they wanted to tell stories; stories that have the ability to make us feel, stories that tapped into our emotions and moved us. And they certainly did that. Their first ever brand ad was revealed in 1977 with the tagline ‘There is no finish line’ and interestingly enough, this ad featured zero product but a single photo that spoke volumes.
Nike also prides itself for its innovation and modernity, through the 1989 film that started it all – ‘Back to the future II’. Featuring an ambitious self-lacing sneaker, the film instantly elevated Nike’s brand image to where it is today.
The brand continuously sponsors the highest profile athletes, sports teams and celebrities which explains the desirable status symbol one attains by adorning a Nike product. Not only is Nike associated with sport, the name is also now a significant part of hip hop culture, street style, music and the intangible aspects like status, empowerment, perseverance and achievement.
Who knew a simple tick-shaped ‘swoosh’ would eventuate to symbolize so much.
So what is this ‘happy room’ you ask? A room that could turn your frown upside down?
Well that is what luxury house Fendi aimed to achieve with their recently unveiled collaboration with Italian architect Cristina Celestino. The concept of The Happy Room serves to form the brand’s first ever travelling VIP lounge that could be replicated in Fendi boutiques all over the world. Celestino explains the room as being ‘A space that brings value to time devoted to oneself, where the concept of time is understood as an intrinsic design virtue of the various pieces (the time required to produce finely crafted objects)’.
The collection of meticulously crafted artisanal furnishings seamlessly reflect the essence of the brand; from colour palette to use of materials to construction technique. Some of the 12 designs include a fox-trimmed couch and armchair, a folding mirror screen, a vanity table and a set of three low tables resembling giant butterfly earring backs.
“I wanted to create something very artisanal and very difficult to make. It’s an idea of luxury that isn’t obvious to see, but is reflected by all the work that goes into each piece. Each was complicated to make” – Cristina Celestino
For the devoted Fendi customer who has everything, this will certainly get them jumping for joy.
The space was open from November 30 – December 4 2016 at the Collectors Fair Design Miami.
With the massive success of ‘Frozen’, this highest-grossing animated children’s film joined hands with fashion powerhouse COMME des GARÇONS to create a collection that speaks to our inner child. Just in time for the holiday season, this collection was revealed in December of 2014 and sparked much excitement from both fans of the film as well as the brand.
According to Adrian Joffe, CEO of COMME des GARÇONS and Dover Street Market, Disney approached the brand first and they “jumped at the chance”. Well who wouldn’t, considering the world was going feverous for Frozen. The brand’s designer Rei Kawakubu combined the films well-loved characters with COMME des GARÇONS signature polka dots and developed a collection including pajamas, t-shirts, jackets, tote bags, silk scarves, cushions, sneakers and leather clutches.
Special installations were unveiled in front of Dover Street Market’s New York boutique, Tokyo store in Ginza and the Christmas windows in the London precinct and remained throughout the holiday season.
And in the words of Olaf the snowman, ‘some collections are worth melting for’.