Cars & Fashion
Hybrid Invitation and Environmental Design
Art Direction: Bryan Satalino and Scott Laserow
Overview
The class was asked to pick a high-end event and create hybrid invitations that included a physical and digital component. The idea was to create an experience for the invitee through the interaction between the physical piece and microsite. I picked the opening event for 2019’s LA Fashion Week – Cars & Fashion. I felt that the juxtaposition of the two subject matters would allow for an exciting design.
Approach
I chose to use fluffy dice as my physical invitation because of their tactile quality and visual symbolism. The dice are the perfect way to blend together two vastly different ideas as well as create an experience for the person encountering the invitation. The use of red and blue within this piece not only creates a visual contrast but also works to represent the atmosphere of the event. The color red specifically references Peterson’s branding. The microsite utilizes parallax scrolling to create a more in-depth interaction for the user, following the experience set-up by the physical component.
Brand Expansion
The brand was expanded into signage not only for the actual event but also for advertising to show the scope of a unified user experience across the entire event.
Research
I started this project by researching the event, museum, and designers participating in the show. I then also created a mood board to present my visual direction as well as set a basis for the concept of the event invitation design. I included research into both the fashion and automobile industries respectively to see how they could each be represented.
