Rather than a straightforward presentation of its no-nonsense gear, casual clothier Lands’ End showed off its modern side to introduce its new technologically infused bags and jackets. Marketed with the motto “Be Safe Be Seen Be Stylish,” the new Cool Blue line features glowing strips with a four-bar pattern that appears on backpacks, messenger bags, and outerwear (including doggy jackets). The illuminated strips are made to be seen prominently in dark conditions, rain, fog, smoke, or snow.Michele .phper, Lands’ End’s director of public relations, worked with Bobby Taylor of Taylor Creative Inc. to create the right setting for the launch at the Newspace. Modern display units (from Taylor’s prop division) laden with the company’s new products lined the perimeter of the space (including the collapsible, lightweight Softwall from Molo Design, which was also used as countertop surfaces at the check-in area).
Taylor incorporated the element of water in an unconventional way—instead of a flowing water wall he took inspiration from an installation he saw at the Milan Furniture Fair and constructed a wall with 250 large, empty Poland Spring water bottles (the sort you’d find atop a water cooler) and stacking crates. Lit from behind, the illumination of the clear blue, five-gallon plastic bottles created a cool, watery effect. The 11-foot-high structure framed a video screen with depictions of rain, snow, and fog. Along with a projection of the four-bar pattern in the middle of the floor, four fluorescent tubes propped against a wall echoed neon artist Dan Flavin’s work.
—Mark Mavrigian
Posted 07.10.06
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Taylor incorporated the element of water in an unconventional way—instead of a flowing water wall he took inspiration from an installation he saw at the Milan Furniture Fair and constructed a wall with 250 large, empty Poland Spring water bottles (the sort you’d find atop a water cooler) and stacking crates. Lit from behind, the illumination of the clear blue, five-gallon plastic bottles created a cool, watery effect. The 11-foot-high structure framed a video screen with depictions of rain, snow, and fog. Along with a projection of the four-bar pattern in the middle of the floor, four fluorescent tubes propped against a wall echoed neon artist Dan Flavin’s work.
—Mark Mavrigian
Posted 07.10.06
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A large structure made with stacked water bottles and crates dominated theNewspace for Lands' End's Cool Blue launch.
Sleek furniture and display units gave the staid company's event a modern feel.
Two hundred and fifty water bottles and crates made up the large structure, and lent a watery effect to the space when lit from behind.
The Cool Blue four-bar logo appeared on the floor and echoed with an installation of four fluorescent tubes propped against a wall.
Dogs from the Dog Actors Guild modeled jackets.
Stacked white cloud screen units accompanied clothing displays.
The entry to the event had a sleek look as well—with the Cool Blue logo recreated with blue fluorescent bulbs.
