That cultural feeling
Heaps + Stacks | B Corp Creative Agency
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As the world seems to spin and trends do a 360 on a monthly basis, we look to historical and art institutions for a sense of certainty and sincerity. From locations to collaborations, we’re seeing a desire for brands (and even our studio) to wrap themselves in what we’re calling a culture blanket.
History as a collaborator
From pop-up exhibitions to one off collections, we’re seeing brands partner with arts institutions or artworks to give them added cultural weight. For some it’s the reimagining of a masterpiece as a sensory journey, whilst others pair historical patterns with modern shapes to create collections that are a clash of old and new.?
Showcasing the gallery
It’s true, in London we’re spoilt for art galleries. From brutalists vaults to ornate halls, we have a vast variety of styles to choose from. Recently brands have been making full use of these features and rather than seeing the galleries as purely a venue, they’ve been seeing it as part of the set. Incorporating architectural features into the design and treating it as an installation, rather than fit out.
Texture as inspiration
This desire of the arts also extends to working environments. More of our team are favouring working in locations across London filled with artifacts and books than minimal co-working spaces and pinterest scrolling. Being surrounded in this physical cultural texture has lead to the development of original ideas and thinking outside of the screen
Written by Kate McPartland, Creative Director? @ Heaps + Stacks, Brand Experience Agency?
Reference links?
Fashion,Beauty, Luxury Illustrator. Vogue Portugal. Represented by MA+ Group.
5 个月Growing up in London is truly such a privilege. Surrounded by so much culture and inspiration- literally everywhere!