2. www.alexandra-miller.org
FMP
For my final major project I have researched into the area of
Covent Garden, the rise in the area’s luxury status and how
to communicate this to the areas current consumer market as
well as targeting a new kind of customer
4. www.alexandra-miller.org
Concept Visual
For six hundred years Covent Garden has
been home to Lords and Ladies, actors
and actresses, clowns and coffee houses.
Now, in the 21st century Covent Garden is
rapidly becoming one of the biggest luxury
shopping and lifestyle destinations in London.
This campaign for Covent Garden will
combine experiential and digital marketing
to create a fully immersive experience for
the public that will affirm Covent Garden’s
position in the luxury sector. The event
‘FROST FAIR’ will take place December
2015, with the use of events and advanced
social media. It will take influence from
Covent Garden’s past and look forward to it’s
futureasagloballuxuryshoppingdestination.
5. www.alexandra-miller.org
“Transform the retail mix and
reinvigorate the district whilst
maintaining the character of
the area.”
Capital & Counties Properties PLC, aims for 2014.
Annual Report & Accounts 2013
6. www.alexandra-miller.org
Facts
3919 8724 54
The Covent Garden area is host to
variety brands, which spread across a
wide range of age, gender and social
interest. They are split up into four main
categories; men’s fashion, women’s
fashion, beauty & grooming, food and
drink, children’s toys & accessories and
lifestyle. The number of brands also
reflect the variety, there is no one
dominate category therefore the cosumer
base and target market are just as varied.
Number of stores per category
27
7. www.alexandra-miller.org
Research
Key:
Womens Beauty:
1, Burberry Beauty Box
2 ,Dior
3 ,Chanel
4, MAC
Menswear and Grooming
5, Hackett House/Murdock
6, Ted Baker
7, Oliver Sweeny
8, Fred Perry
Food and Drink
9, Godiva
10, Shake Shack
11, Jubilee Market Hall
12, Balthaza
Children’s
13, Benjamin Toy Shop
14, Disney
15. Build-a-Bear
16, Eric Snook Toy Shop
“Chanel, Dior and
Burberry’s presence in
Covent Garden
continues to challenge
preconceptions of global
luxury in London”
Bev Churchill,
Capco Creative Director
In the past six years Covent Garden
has seen almost half of all retail space
change from mid-market to luxury. In
2006 the openings of the Chanel and
Apple stores were the first introduction
of luxury into the area that crossed over
lifestyle sectors. Leading the way for
a more diverse selection of shopping.
8. www.alexandra-miller.org
Edwardian Beauty
Week one of FROST fair takes inspira-
tion from the classic film ‘My Fair Lady’
and the ladies of the Edwardian era.
Throughout the week the event will host
a series of ladylike events including
complimentary treatments and makeovers,
demonstrations and ‘How to...’ master
classes from industry professionals as
well as a pop-up afternoon tea room.
Interior Concept Design
Floor Plan
9. www.alexandra-miller.org
Regency Man
Interior Concept Design
Floor Plan
The second week of FROST FAIR is
inspired by Beau Brummell and the
‘Regency Man’. The week will be a
celebration of the English gentleman.
The event will offer all the men of
Covent Garden a chance to be boot,
suited and groomed by Covent Garden’s
finest menswear brands and barbers.
10. www.alexandra-miller.org
Victorian Christmas
Interior Concept Design
Floor Plan
For the third week of FROST FAIR pays
homage to traditions of the Victorian age,
it celebrates the invention of the Christmas
cracker, the first Christmas turkey and the
transformation on the mince pie.
Whilst hosting a 5 star dining pop-up .
11. www.alexandra-miller.org
Actors Playground
Interior Concept Design
Floor Plan
For the fourth and finale week of FROST
FAIR, Covent Garden celebrates being at
the heart of the West End with a fun filled
week of clowning around. This week re-
members the arrival of the Harlequinade
to Dury Lane theatre, London’s most fa-
mous clown Joseph Grimaldi and family
fun tradition of the Christmas pantomime.
12. www.alexandra-miller.org
December 1st- 6th 2015
C e l e b r a t i n g 6 0 0 y e a r s o f
E l e g a n c e
December 8th - 13th 2015
C e l e b r a t i n g 6 0 0 y e a r s o f
O p u l e n c e
December 15th- 20th 2015
C e l e b r a t i n g 6 0 0 y e a r s o f
T r a d i t i o n
December 22nd - 28th 2015
C e l e b r a t i n g 6 0 0 y e a r s o f
M a g i c
Promotional Materials
Information Booklet Front Cover
Christmas Decoration Give-away
16. www.alexandra-miller.org
D&AD:
NEW BLOOD
John Lewis
John Lewis is a well known British brand with a wide
customer base. Focus on those customers who are
ahead of trends and like to try new and interesting things.
Appeal to the shopper who‘s always on the go and so finds it
really important to be connected to the world through
technology. Appeal to their individuality with something
visually engaging and inspiring. Reinvent the packaging
that John Lewis uses to deliver online purchases. Create an
engaging, aspirational home delivery experience fit for the
modern age of connected, tech-savvy, digital native shoppers.
17. www.alexandra-miller.org
CONCEPT
#JohnLewisECO
My concept for the D&AD: New Blood brief for John
Lewis online packaging is focused around eco
materials and the emerging trends of bio-based packaging.
John Lewis ECO-delivery is a new campaign for
John Lewis’s online shopping, when buying online consumers
have to the opportunity to select the Eco-delivery option. All
aspects of the delivery packaging are 100%
biodegradable, they can be recycled at home by the road side
recyclingserviceorsentbacktothecompanytobedisposedof.
ECO-delivery
#JohnLewisECO
ECO-delivery
ECO-delivery
19. www.alexandra-miller.org
ECO MATERIALS
Mushroom Materials are high performance
bio-materials grown from mycelium & agricultural waste.
Unlike polystyrene the bio materials are 100% compostable, fire
resistant & require little energy to produce as the products
are grown not made. The use of Mushroom Material is also
more cost effective than bubble wrap or polystyrene for as
there is no disposal cost. Meaning the company and consumer
can depose of the packaging or reuse it at no financial cost.
Flax vicose fabric bags are produced using flax-fibre
industrial waste. The bags are a new alternative to
plastic carrier bags & packaging for the retail industry.
Because the bags are made from industrial watse no natural
resources are used in the making process & very little engry is
usedinproduction.Duetothestructureofthefabricthebagswill
naturallystart to decomposewith 60 days afterbeing discarded.
21. www.alexandra-miller.org
OUTSIDE
PACKAGING
Polythene plastic will be a first touch point, clearly
branded with the ‘Eco’ logo and recycle symbol, informing the
consumer of the nature of the bag and service.
The re-useable eco flax bags will replace the any excess
plastic inside the main parcel. The flexible soft fabric will
adapt shape to each parcel allowing for easy stacking and
storage from John Lewis warehouse to customer home.
24. www.alexandra-miller.org
INSPIRATION
The inspiration for the project came from looking at
different industrial materials like wood, metals and slate
etc. And how they can be incorporated into a living environ-
ment through the use of furniture, light fixtures and accents.
I also looked at the use of geometric patterns that these
natural materials make when used in a certain way.
Strong influences for this project are the
metallic colours used in the industrial materials along
with the phrases ‘Grid Iron’, ‘Caged’ and ‘Geometric’.
’
27. www.alexandra-miller.org
THE STANDRAVENSBOURNE
Tarnished metal
table & chair
surfaces.
Wooden flooring
& beams.
Concrete walls.
The finale stand design is very sleek and minimal, with
accents of concrete, tarnished metal and
wooden beams added to the walls and
furniture to create an industrial feel but in a stylish way.
’
28. www.alexandra-miller.org
DEGREE SHOW
INVITE
The brief: Using the theme ‘New Industrials’ and
keeping within the Ravensbourne Degree Show guidelines
create a course specific invitation for the private view
showingoftheRavensbourneFashionPromotionDegreeshow.
’
29. www.alexandra-miller.org
INSPIRATION
The inspiration for the private view invite based around the
idea of industrial metal frame work and exterior structures.
The colour pallet of the project was also
inspired by the idea of metal works , using orange
from aging copper, the grey from the steel beams and
the concrete texture create the finish for this design.
