FROWTRIBE Installation and AW15 collection Launch
"We wanted to create a space that seemed three dimensional from the front, but disappeared side on. Something minimalist and textured to represent the raw aesthetic of the brand"
I arrived in Melbourne, 2:30am, my excitement running high to get my hands dirty with the first ever installation for the brand, (but honestly probably even higher to be in a climate that would allow me to wear my new season CT pinstripe woollen coat.)
Lea, my collaborator for the installation, met me at the store early that morning, and the look on her face as I walked in the door said it all. Of course, as any event organisation or project goes, everything that could have gone wrong had - before I even had time for my first coffee of the day. Our supposably life-size, laser cut, cardboard cut outs had arrived smaller than the height of a seven year old child, the depth of the window was not large enough for us to project our film, and our window logo decal had been delivered as just a regular ol' clear sticker. If there is one thing you get good at in this industry, it is problem solving. 10% designing, 40% development and management, and the balance 50% is without-a-doubt, problem solving. Knowing there was no way humanly possible I was going to be able to start to make the phone calls needed to start to clear this up without caffine, I simply put my bag down and sat in the coffee shop across the street, smiled to myself and realised something I already knew all too well - 'it's going to be a long day'.
Fast forward a few hours in, and everything is looking great. I'm hammering drift wood together, Lea's cousin is up a ladder higher than I care to think about and Amy (owner of Frowtribe) is merchandising the store and space ready for guests to arrive.
Thanks to everyone who made it that evening, it was a pleasure getting to meet you, Corner Store & Co for the incredible food, Lea for your hard work and Amy for having us.
Frowtribe is the exclusive stockist for CT in Melbourne for AW15, alongside brands such as Celine, Ellery, Christopher Esber and Dion Lee.
The installation is up at Frowtribe from the 17th March - 17th April.
498 Hampton St, Hampton VIC Australia