JAGUAR LAND ROVER *UNMASTERED
JAGUAR LAND ROVER *UNMASTERED
JAGUAR LAND ROVER *UNMASTERED - COLLABORATION WITH FLO SARGENT + YESHE MAGAR + YIBO WAN + JAGUAR LAND ROVER
JAGUAR LAND ROVER *UNMASTERED - COLLABORATION WITH FLO SARGENT + YESHE MAGAR + YIBO WAN + JAGUAR LAND ROVER
JAGUAR LAND ROVER *UNMASTERED - COLLABORATION WITH FLO SARGENT + YESHE MAGAR + YIBO WAN + JAGUAR LAND ROVER
PROJECT DESCRIPTION ///???
20.09.2022 - 28.02.2023
AN EXPERIMENT WITH THE CONCEPT OF LUXURY IN A VEHICLE CONTEXT. EXPLORING THE TEMPORALITY OF EXPERIENCE THROUGH MATERIALITY.
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THE BASIS FOR ‘UNMASTERED’ SITS WITHIN A ‘CONCEPT 2040 WORLD’ SPACE – WHERE THE INHERENT HUMAN NEED + DESIRE FOR CONSUMERISM AND OVERCONSUMPTION CONTINUES TO BE A THREAT TO OUR WAY OF LIFE DUE TO CONTINUED GLOBAL WARMING. THIS NEED FOR CONSUMPTION IS HEIGHTENED EXPONENTIALLY DUE TO THE EVER-CHANGING + FLEXIBLE INFLUENCE OF THE DIGITIZATION OF OUR DAILY LIVES, PUSHING PEOPLE TO CONSTANTLY INTERACT WITH NEW INFORMATION CREATING A KNOCK-ON EFFECT ON THE CONSUMPTION OF PHYSICAL THINGS.
DUE TO THE CONTINUATION OF THESE HUMAN-DRIVEN ACTIONS AS WELL AS NOT DOING ENOUGH THE NATURAL WORLD HAS BECOME VERY UNHEALTHY CAUSING STRICT GOVERNMENTAL CHANGES IN TAXES + LAWS REGARDING THE PHYSICAL PRODUCTS WE CONSUME.
THIS HAS LED TO GLOBAL CHANGE IN ROUTINE CREATING A MINDSET CHANGE WITHIN CONSUMERS + PRODUCERS. THERE HAVE BEEN EARLY ONSET INDICATORS OF THIS SOCIAL CHANGE THROUGH THE POSITIONING OF FASHION LABELS LIKE ‘VIVIENNE WESTWOOD’ + ACTIVIST GROUPS SEEN CAUSING SOCIAL DISRUPTION IN LONDON.
LOOKING FORWARD TO THIS FUTURE WORLD IN 2040, THE LUXURY SECTOR WILL BE THE MOST JUDGED AND SEEN AREA BASED ON THE VALUES TODAY. AS DEFINED AS A SPACE TODAY IT IS FORMULATED OF THE NON-ESSENTIAL ARTEFACTS. ‘NOT NEEDED BUT WANTED’.
LEADING TO THE QUESTION OF ‘HOW CAN LUXURY STILL BE DEEMED ACCEPTABLE IN THIS FUTURE WORLD’?
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THE CONCEPT CAN BE DISTILLED INTO TWO CORE ELEMENTS OF THE BODY AND THE CLOTHES.
THE BODY ___
AS A CORE PIECE OF ‘JEWELLERY’, THE MAIN BODY OF THE VEHICLE IS BUILT FOR LONGEVITY. A CONSTRUCTION PIECE WHICH ALLOWS FOR THE CLOTHES TO BE ATTACHED AND DETACHED FROM. THIS CORE PIECE HOUSES THE TECH AND MAIN STRUCTURE OF THE VEHICLE, THE PIECES WHICH REMAIN A CONSTANT AS FASHION AND DESIRABILITY CHANGE AT A RAPID PACE.
THE CLOTHES ___
THE SECONDARY COMPONENT OF THE CONCEPT ARE THE CLOTHES. PROPOSED AS REGENERATIVE, BIO-MATERIAL, ‘TEXTILE’ PANELS. TAKING AN ANTHROMORPHIC LIFESPAN THAT IS SHORTER + PREDETERMINED. INSPIRATION IS DRAWN FROM ‘SOMETIMES SOMETHING LEADS TO NOTHING’ FRANCIS ALŸS’.
ACKNOWLEDGING THE NEEDS + DESIRES OF A MODERN HUMAN MINDSET BUT BUILDING A STORY WHICH CELEBRATES THE LIFE OF MATERIALITY THROUGH MATERIAL STORIES WHICH CREATE INDIVIDUAL EXPERIENCES OF BEING PRESENT WITH THAT ARTEFACT WITHIN THAT POINT IN TIME. MOVING AWAY FROM CURRENT LUXURY VALUES OF THE PHYSICALITY OF THINGS TO EXPERIENCE BASED. IDEAS OF WHICH THAT HAVE BEEN PREVIOUSLY EXPLORED BY TOM FORD WHERE HE STATES ‘TIME + SILENCE ARE THE MOST LUXURIOUS THINGS TODAY.’
MAKING A MORE SUSTAINABLE ARTEFACT WHICH WORKS WITH THE MINDSETS OF PEOPLE RATHER THAN AGAINST THEM.
