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Place
Place
‘
‘It is essential that the quality, siting, la
yout and management of such approved temporary events should achieve a
high standard in the historic streetscene, with proper consideration of public safety and accessibility.”
’
Caring for Covent Garden
EVENT IDENTITY
The Topshop Village’s installations will be designed to compliment Covent Garden’s environment, which is gifted with
a strong architectural heritage (8*).
The visual identity of the Topshop Village takes inspiration
from Topshop’s current branding. The brand’s clean and
minimal aesthetic combined with the event’s ethos, which
lay on the public’s behind the scene experience, will be
visually symbolized by transparency thought all of the Topshop Village’s promotion material as well as physical installations.
Transparency will be explored within all its existing forms
throughout the happening of the event, literally as much
as figuratively. To represent the concept in the most physical way, all installations across the Topshop Village will be
exclusively made of glass to create a clear appearance.
Additionally, the volume of each installation will be design in
Topshop SS13 Collection
Japanese architect, Kazuyo Sejima’s work
greatly fuelled the architectural inspiration for
the Topshop village. Her extended portfolio
of work is signed with a minimal and clean
style, almost exclusively constituted of transparent materials and spacious volumes.
Sejima’s company Sanaa would stand as
the collaborator of choice to design the final
installations of the Topshop Village at Covent
Garden.
a different shape with the purpose of increasing dynamic
to the overall appearance of the village.
The architectural combination of transparent materials, geometric shapes and volumes will mould a clear and clean
visual identity for the Topshop village. Its contemporary
aspect will graciously compliment the historical scenery
of Covent Garden with a touch of futurism that will infuse
Covent Garden’s environment with an exiting dynamic.
In addition to the Village architectural aspect, its tone down
appearance - in colours and materials- was designed not
to take any focus away of the show’s main attraction - Topshop Unique runway show – and to allow it to be the centre of everyone’s attention when descending the runway.
Kazuyo Sejima Inujima Art House Project
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