- project management and communication
- creation d’un website evenementiel
Florian is an internationally renowned Austrian jewellry and
accesories designer whose creations range from simple beaded necklaces to massive sculptural body pieces. After starting out his career creating art jewelry, Florian then turned himself towards ‘wearable’ pieces and set out to conceive his own collections, producing pieces that are popular with stylists and have appeared in many renowned publications as well as in private and public collections in Austria and London’s prestigious Victoria and Albert Museum. On top of being the recipient of many award and exhibitions across the world, he has produced sculptures, video-performances and photography, and runs workshops on jewellery in Germany and Japan. His many collaborations include Swarowski showcase designs for Husseyn Chalayan’s Spring/Summer 07 collection, jewelry designs for Elizabeth Arden and chandeliers for Lobmeyr in Austria.
GetConfused collaborated with with Paul Hetherington, Creative Director of SHOWstudio and Valery Demure on FLorian’s "Les Fleurs du Mal" Autum/Winter 07 collection. We assisted in the project management of Florian’s catalogue production and launch event organization, liaising with partners and designing some of the communication tools which accompanied the launch campaign. But our main contribution has been the creation of a special event website to showcase the collection’s designs during the Autumn/Winter season.
To accompany the launch of Florian’s "Les Fleurs du Mal" collection, we produced a series of communication tools including a press release and newsletter combining a presentation of the collection for international buyers and the press with illustrations of Florian’s designs, as well as an advertisement featured in Modem to announce his Paris showroom.
We also collaborated on the project management of Florian’s luxurious limited-edition catalogue in collaboration with ShowStudio creative director Paul Hetherington and fashion editor Penny Martin. Texts inside this catalogue featured a foreword by social anthropologist Ted Polhemus who analyzed the triggers of desire and decoration of the human body in the context of
Florian’s work while Penny Martin focused in her interview with Florian on the root of his motivation and inspirations. To accompany these, photographers Danilo Giuliani and Bernd Preiml, whose works have also graced the pages of magazines including Ten, Tank and I-D, and stylist Jo Barker created a series of stunning and often challenging images presenting entirely novel interpretations of Florian’s work.
Finally, in addition to Florian’s official showroom, we helped arrange a special showcase of Florian’s work in the windows of Parisian boutique Colette. As part of a still-life installation, it included bespoke crystal mirrors, designed in collaboration with legendary Viennese glasswear company J. & L. Lobmeyer, and cut to resemble ornate orchids - the collection’s central motif and inspiration.
In order to showcase Florian’s designs and accompany the launch campaign of his collection, GetConfused designed a special event website which acted as a gateway to the universe of "Les Fleurs du Mal".
The website featured a profile of the designer, along with a downloadable text of the interview between Florian and Penny Martin, as well as a listing of the partners and contributors who assisted Florian on this project and links towards their respective websites. In Showroom, clients and the press were offered the possibility to book an appointment in advance to view the collections. But this could also be done directly online by accessing the imagery displayed on the site and taken from Florian’s catalogue. Once they had received their special access code from Florian’s agent, Valery demure, buyers and journalists could log in the specially dedicated area and view all items in a traditional format as well as in a series of specially commissioned portraits inspired by the themes evoked in Florian’s commissions ( "the shape of desire", "the disappointment of flesh" , "the colour of death" ).
Entitled "Les Fleurs du Mal" after Charles Baudelaire’s famous poetry book, Florian’s Autum/Winter 07 project featured objects of desire, a collection of sensual and erotic products in the form of wearable and domestic accessories. Erotic flowers, dangerous insects and evocative fruits and mushrooms inspired surreal sensual forms posing as domestic products, both delicate and raw. It was, of course, essential for us to replicate this universe of sombre organic shapes throughout the design of the special website. We therefore used a very dark background composed with items and textures taken from Florian’s collection against which a Flash menu sent the visitor strolling for info along different sections of the site. There, eerie montages had
Florian’s designs appear as surreal objects next to the site’s texts and image slideshows.
==> For GetConfused, "Les Fleurs du Mal" represented were a great opportunity for collaborative work with prestigious partners on an event with multiple dimensions dedicated to the showcase of a very strong project derived from one designer’s particular vision. The project and its launch campaign have had a highly significant impact on boosting Florian’s already established status to another level, through the display of a communication strategy which went far beyond the usual lookbook available each season.