360

By WGSN CREATIVE TEAM, 02 February 2010

Autumn/winter 2011/12 Macro Trends

Your Space

Faux Real

360

The digital and the spiritual collide in a 360-degree take on the world.

Keep a 3D point of view at all times around the universe, around the body, and within a seamless
technological environment.
Constant movement, gesture and a circular template for thinking inspires a new way to approach design.
Imagine the experience of touring a virtual garment from the inside out, undo the zip, peep into the
pocket, turn back the cuff - now youve created a journey that engages the consumer.
Follow a 360-degree approach as a step beyond the linear message of our spring/summer 2011
Timelines macro trend.
WGSN 2014

Research and Reference

CAPTURED MOVEMENT / 360 DESIGN / CAPTURED MOVEMENT / PERSPECTIVE

GESTURE
Products like the iPhone and Wii have introduced people to gesture control and shown us how everything
fluidly connects.
We will begin to see this influencing many more elements of our lives.

Gesture control allows freedom

from wires. It creates a fluid
new relationship with
technology, inspiring a global
body language.
What does this mean to me?
Think about using gesture
control in-store and in VM
displays to further interact with
consumers.

Huang He, from Guangzhou

Fine Arts Academy,
experiments with energy
gestures in feng shui. She
places pearls around a gallery
floor, changing their position
daily to affect energy flows.

People increasingly took the

stairs when The Fun Theory, a
Volkswagen research initiative,
performed a social experiment
in September 2009. The stairs
became a giant piano keyboard
that everyone wanted to play.

How can this be translated

commercially?

How can you use this?

Experiential rather than visual

retailing. Use movement to
regularly recreate the space.
Imagine putting the (wireless)
cash desk on wheels.

WGSN 2014

Use fresh ideas and a sense of

fun to enable people to break
out of routine movement. Enjoy
new gestures. They will
remember you.

Google Wave is email evolved,

as if flickr, twitter, email and
blogging were combined into
one fluid product..
By 2012 this will be
mainstream.
We love
How Google Wave has looked
at digital conversation with a
360 approach and broken the
linear mould of traditional email.

360 DESIGN
Fashion designers have long used the technique of designing in the round to create a fluid garment. Here
we return to that concept thanks to advances in technology for design, VM and merchandising.
We love the idea that a product isnt just the front and the back, but a complete 3D experience.

Were inspired by the ancient

Central Saint Martins graduate

WGSN 2014

Marilene Oliver uses magnetic

Mayan calendar that is cyclical

as well linear. The civilisations
Long Count Calendar is
extensive enough to incorporate
change, cultural shift and
evolution.

Michael van der Ham designs

exciting clothes made from
components of different
garments.

resonance imaging (MRI) to

capture her family members in
such detail that the 3D scans
act as portraits-in-the-round.

Why is this important?

What can I do with this?

What does this mean today?

His patchwork of perspectives

and movement around the body
is both innovation and
functional.

Use new body-mapping

technology to improve pattern
cutting, sizing and explore
proportion.

Be prepared to take a longer,

non-traditional view and
consider the lifespan of a
product in its entirety.

www.marileneoliver.com

The Automobile Museum in

Nanjing, China is a drivethrough experience with
restaurants, shops, events
space, a sales office, design
centre and laboratories.
Why is this relevant?
You are physically guided
through history, leading you to
the contemporary retail space.
A completely immersive
experience.

CAPTURED MOVEMENT
How can you show fluidity in design? Be inspired by artists and creatives who work with movement,
extrusion, blurring, overlapping and drapery.

WGSN 2014

Mapping by Kim Boske shows

photographs of a tree from
different perspectives overlaid
to represent the tree in the
round.

Extrusions by Thomas
Heatherwick presents
aluminium furniture realised in
one easy movement without
fixtures or fittings.

The effect is stunning and

captures the ethereal change of
seasons.

Fluidity is captured in a static

form. What appears soft is in
fact solid.

We love

Think about

The idea of incorporating layers

of print and transparencies into
a winter collection. Imagine
voile over tweed or multiple
layers of chiffon for a weight
appropriate to winter.

Treatments and finishes that

play with elements of drag and
movement, as well as sweeping
prints that capture gesture as
seen in the autumn/winter
2011/12 Materials direction.

www.kimboske.com

www.thomasheatherwick.com

Artist Brian Griffiths captures

the beauty of draped form.
Why is this different?
WGSN 2014

Y is a bench designed by
Alexandre Moronnoz, using
layered and repeated shapes.
The illusion is of perpetual
motion.
Think about
Twisting and rotating shapes for
form generation.
www.moronnoz.com

Look at drape and folding as an

alternative to print and pattern
shadows, contours and shifts in
colour become new.

PERSPECTIVE
How do you see? From what angle? If you find that you have a habit, switch it. Why? To signal that
youre ready for something totally new. If perspective is all you can change, the effort will be appreciated
by the consumer.

The Sensations project from

chocolatier Rubn lvarez
explores the textural and
sensory nature of food.
What enhances this is the fact
you view the raw ingredients
from below not above, as is the
norm. The experience feels new
and different, but also very
satisfying.
www.rubenalvarez.es/sensaciones

The Poseidon Undersea Resort,

Fiji, is the first underwater hotel,
and The Galactic Suite Space
Resort, opening 2012, will be
the first space hotel.
How are these relevant?
Extreme perspectives become
the new luxury and these new
territories give us great visual
inspiration.
Studio Lindfors futures project
Aqualta imagines how New
York and Tokyo might embrace
rising tides.
Rather than working against
them they foresee possibilities
for these cities a 100 years from
now.
Perspective is everything.
WGSN 2014

We love the positive take on

dramatic shifts and the proof
that every story can be
approached from two sides.

Daniel Eatocks series

Vandalized Trees Reoriented is
a quirky, fun look from a new
perspective.
Think about tilt.
Subtle shifts in seaming,
panelling or grain will add new
dimension. But keep it as
elegant and simple as possible.

WGSN 2014