EXPO

this is my final expo model and some model detail, everything is done to day, so well done!  ^ - ^

EXPO stand

Postcard

My project compose of two parts and four objects.  two parts is open space and confined space, four objects respectively is Pattern, Board, Scenes(peepholes) and Poster. those parts connect with each other and have different function. "W" pattern is to catch passer-by attention to invite them close window, then see a quote from "The Wizard of Oz" to engage people's interest, therefore to see peepholes to know what the quote meaning, finally, to get postcard understand what is the meaning of this window display.

About postcard, the elements come from Waterstones and the content "The Wizard of Oz",
the front of postcard, I choose main colors from model to be background,

and because the content of peephole is "The Wizard of Oz", Red glitter shoes is symbol of this story. so I chosen it to put background.

the function of quotation like summary, to explain what whole display want to say, which link to window's content. In Oz story, Dorothy and her friends finally achieve their dream, even though, it is not correct thing which they want. 

in the film, when Dorothy ask fairy to help her go back home, fairy told her, actually, she always had the power to go back to Kansas. but she had to learn it for herself.

one part of The film "What have you learned, Dorothy?"

The film dialogue

What have you learned, Dorothy?

755
I think that it wasn't enough just to want
to see Uncle Henry and Auntie Em,

756
And it's that if I ever go looking
for my heart's desire again

757
l won't look any further
than my own backyard

758
...because if it isn't there...

759
l never really lost it to begin with,

760
Is that right?

761
That's all it is!

762
But that's so easy!
I should have thought of it for you,

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-I should have felt it in my heart.
-No. She had to find it out for herself.

so as same as we read book, book often can not tell us what thing is good or bad, we just can learn and understand it when we read them and find answer by ourself.

Visual Flow

 "what exactly is flow? Well, flow is simply the path a users eyes take through a design. This is primarily a result of how elements like emphasis andcontrast are used. In fact, flow is entirely the result of how other elements are put together."

http://www.designmeltdown.com/chapters/Flow/

visual flow is a concept in design, it gives stuff an order and guides people step by step to know information. in my project, window display for Waterstones, people will pay attention the Patter in open space first, and then to see board, the quotation will engage their curious, thereby to see the each peephole, to know what this quotation talk about and encourage visitors to imagine. finally, to close the entrance, people can go into store to take a postcard, this one means to confirm you are arrival.

Bookstore - Waterstones window display 3D effect

Because I am not good at 3D software, the below picture which I create by Photoshop before ,

and I appreciate that my friend Chi zhang helps me to create 3D effect. those pictures can help people to understand more clearer how window display of Waterstones looks like in environment.

a child see a peephole

creating model

those pictures have record the process of how I created this model, when I created it, actually, I didn't have any experience before. so I have faced different problems, like if I go to a right way to create model, accurate size is very important, so I should measure again and again to make sure everything is ok. and because I will use light in my model, I should study circuit to know how I can make a bubble light. even though the process is so hard to me, but I still enjoy and learn many useful knowledge in this process, so it is a fantasy experience!

Kate Spade Saturday and eBay --- Digital Window Shops

http://mashable.com/2013/06/22/kate-spade-saturday-window-shops/

this is window shop with Kate Spade Saturday and eBay. people can touch glass which like ipad to choose what they want in store. I think the bookstore still can use this technology to bring some fun to people in the future.
in my project, because time and technology is limited, the button just suit for model, I use the switch button in the window model to interact with passerby. so if use my idea in physical bookstore, touching the glass to make device move is better then button.

for project model

in physical store

Peephole final effect

those are peephole for box whole effect, to present what is look like and how I create it.

Technologise using, light and paper cut

Elly MacKay is an amazing paper artist, she use plastic paper and light to create fantasy theater, everything it looks so wonderful. 

                                                                            http://www.ellymackay.com/



so for my project, I think this way can be a reference to help me to create the wizard of Oz scenes in peephole box.

the below is my project creative process and final effect

scene two - charactor

scene three - emerald city

window display for NIKE in Selfridges

those are amazing window displays for NIKE in Selfridges london July 2012, designers have used new technologies to interactive passer-by with product. in below video, one of window display has adopted touch techniques, people can control device through touching window.   

video

"Dutch creative studio …,staat has created a fantastic series of animated window displays for Nike that interact with passers-by.  Installed at Selfridges in London, each of the ‘Nike+ House of Innovation’ windows—designed to be activated when someone walks by—features a signature product from the sportswear company, including the “Fuelband”, “Flyknit Racer” and “Lunarglide”.

The most fun and interactive display of the lot will have to be the one that measures how high you can jump—for the purpose of dunking a basketball—and lets you post the result on a public gallery.
Watch the video below to see these awesome window displays in action:"

article link: http://www.feeldesain.com/nike-interactive-window-displays.html

how to make a battery light

    

light is common method use in window display, it can achieve a wonderful scene, a dream to bring fantasy vision experience for people. in my project, I will use light to create scenes in model. so this video shows how to make a battery light with a 9v battery and a christmas light. 

the below picture is adding a momentary push switch button in led light circuit by myself.

AE tutorial to create forest scene

I will use AE to create a video in a peephole box. this part is first scene, pick up the yellow brick road and forest from story, The Wizard of Oz. this video will make people to feel they are entrance in a fantasy world. 

video creative process

     

finished video

and this video based on a scene of film.

and I study with AE tutorials to know how to create forest scene
tutorial link: 
http://www.videocopilot.net/tutorials/the_jungle/
http://www.videocopilot.net/tutorials/energetic_titles/

Quotation Typeface

In open space, there will quote a famous sentence from The Wizard of Oz to print on black board. because I should use type which fit style of the window display. so I found some picture and take photos to collect different types.


those types are about The Wizard of Oz

and this is about Waterstones

the below types are often used in media, book, display, etc.

  

In my opinion, even though the content of peepholes is about The Wizard of Oz story, in research, the typeface is not fit Waterstones style. in order to emphasis brand identity, Waterstones logo, postcard, and bookshelves label, all the things as reference to help me think what kind of type is best.

I think hand writing is best one, not only Waterstones' logo has used it, also it is more closer than others.

  

The content in peephole --- The Wizard of Oz

Storyline

This film created in 1939, which based on the popular L. Frank Baum stories, The wonderful Wizard of Oz. Dorothy and her dog Toto are swept away to a magical land in a tornado. Here she meets some friends and foes in her journey to meet the Wizard of Oz who everyone says can help her return home and possibly grant her new friends their goals of a brain, heart and courage.

Foreshadowing

Foreshadowing or adumbrating is a literary device in which an author hints certain plot developments that perhaps will come to be later in the story. It is used to arouse the reader, viewer or listener about how the story will proceed and mentally prepare them for how it will unfold.  (from Wikipedia)

In The Wizard of Oz, when Dorothy and toto swept away to tornado, Dorothy said: “ Toto, I have a feeling we’re not in Kansas anymore.” which means they are going to different world. So in the window, I have chosen this quote to print on board as foreshadowing to hit readers, the purpose is attracting people attention. when they see this quote, maybe will confuse why want to use this sentence, then people will to see peephole to look what it is. meanwhile, it give a foreshadowing/ message to hint people will enter into a fantasy and imagined world, when they go into Bookstore.

In peepholes, I chosen three different scenes from The Wizard of Oz. First scene is the yellow brick road and forest. this part expressed a message is “you are ready on your way, you are goning to the world of book, a imagined world.” 

And second scene is characters, when Dorothy follow the yellow brick road to go to emerald city to find a way to go back home, she meets new friends, no brain Scarecrow, no heart Tin woodman and cowardly Lion in her journal. They are going to emerald city together to meet wizard to achieve their dreams. To this one, The message is told people, sometimes, we awlays try to find or hope get somethings in our life, when we go into bookstore, maybe we can find answer in various books when we read them. 

Last scene is emerald city. In The Wizard of Oz story, emerald city is distination, Dorothy and her friends can get what they want from wizard in there. so I can said, Waterstones is distination and book is wizard, people can get what they want from books when they read.

  

                                                    Poppy field scene from "The Wizard of Oz."

Therefore, I replace city with Waterstones building in Nottingham, to tell passer-by in Waterstones, there provide best and various books, people can get what they want from books in this bookstore.

Bookstore window frame application

for the application, I got this window frame which can use

for Waterstones in different citise in UK, just need to change peephole content.

for Peephole content, because theme is "the world of book", it is a virtual world, like fairyland, so I have chosen some fairy tale story to use in different cities. 

 for my project, I use "The Wizard of Oz" to present peephole scenes in Nottingham.

Window format and Peepholes content

"when people read book, people like to go into imagined world. "  so following this idea  'The world of book", the window use two parts step by step to guides readers from real world to imagined world.
Simon has suggested me to use fairy tale story which is about transition to develop peephole content., such as The Lion, The Witch and Wardrobe, The Wizard of Oz and Alice in Wonderland to express imagined world. because two parts are open space and confined space. no matter when, people can see the scene in open space, and confined space, passerby should close the window to see inside scene through peepholes. from normal world to imagined world, open space  will engage people pay attention on it, and attract people close window to see imagined world which create in peepholes(confined space).
therefore, this can be a series adopt this format in all Waterstones in UK, and only just the content of scene is different transforming stories in confined space, thereby engaging passerby experience and close the brand and customer relationship.

format:

Peephole contents - transform fairy tale stories :

- The Lion, The Witch and Wardrobe
 

- The Wizard of Oz
 

- Alice in Wonderland

- Peter pan

Birmingham trip

Recently, I have a trip to go to Birmingham. I have visited Birmingham Museums and Art Gallery, there is a great place. In museum, I found some interested things, this equipment in below is introducing workmans how to create stuff. each box has equipped the button, when visitor pushes the black button, the light in box will be turn on, and the people will move, it like to tell people a short story. then when people leave, all the things in box will be stop.
I think this interactive device can use in my project, to give passer-by fun when they see store's window.

About Foreshadowing‬

Foreshadowing or adumbrating is a literary device in which an author hints certain plot developments that perhaps will come to be later in the story. It is used to arouse the reader, viewer or listener about how the story will proceed and mentally prepare them for how it will unfold.

The methods of placing hints: musical, verbal, visual and facial clues.
so, for my project(bookstore), I will use visual foreshadowing to hint the next event

                                                          What is Foreshadowing?

Foreshadowing, this method always use in film and story, which can attract people attention to think and guess what things will be happened in next. I will quote a famous quotation to use in window of bookstore to engage people curiosity.

23/07/2013 Tutorial

 Today, we have continued to talk about the content of window display for bookstore – Waterstones, to discusse the two ideas about print and glass for window background.

The window theme is about the real and imagined world, because readers have tich imagination when they are reading books, in other words, readers are involved in a virtual world. So when people go into bookstore, it is like people go from real world to an imagined world. The glass is like window to link normal and imagined world, people can see both sides through the glass.

So base on this idea, we talk about threshold spaces and identified, using window to express normal and special wolrd and to give visitor a message about there are different spaces between bookstore and real world. And because the glass in window background can not give a clear bounds between normal and special world, therefore I will keep the space/sky print picture in window background, which metaphor the world of book like space are full of imagination, to express the world idea to visitors.

and we have talked about window frame. it is like journey, we have departure, process and destination. in this window, "W" is beginning. it invites passer-by to see window. and from quotation to peephole is process. the quotation on the black board, which provoke people's interest to watch confined space to know what it talks about through peepholes. when passer-by go into Waterstones, they can get a postcard, the quotation on postcard back which link to window display content. it is destination to tell people what message of this window will expression. 

Following transformation idea, Simon suggested that using a famous fairy tale, which have transition content to present the idea of normal and special in box scenes, such as The Lion, The Witch and Wardrobe, Wizard of oz, Alice in Wonderland. Also Simon have mentioned foreshadowing method, to pick up quote from story to distinguish normal and special world. and to place a character from story link to scenes to tell visitors, they are ready to go into other world.