Conversation Threads : Brand analysis and Art direction project
This project was developed as an assignment for the Art direction class, at the Design department, Universidad de Los Andes. The assigment proposed the creation of an art direction concept and one application of this concept based on the analysis of one brand.
The project's proposal was based on the research arround the australian cosmetiques brand Aesop. The concept developed parted from the importance given by Aesop to the historical and local values of the venues where its stores are located. In a same messure the project relied on the prototype of an intelletual, cosmopolite client interested in science an culture.
The result of the assignment was a conceptual proposal as well as a prototype and it was based on a fictional innauguration of an Aesop shop in Bogotá. The concept was applied into an art installation that would make part of the innauguration of the store and it aimed to explore the social dynammic that were present in the intellectual and cultural circles of the 1950's Bogotá, in particular, those in the cafe El Automatico.
The conceptual discourse was focused on the tertulias that took place on the cafe among the intellectual minds of the past century in Bogotá. The art installation parted from the concept of a "conversation thread" building a fabric of phrases that were autored by intellectual an cultural personalities, customers of the cafe. This fabric was a frozen snapshop of the conversational dynamics that were a manifest of an intellectual practice of the time. This tertulias congregated not just the national elite but also newcomers that searched for an opportunity of showcase. In the cafe guests would gather arround tables according to their prestige and discuss arround issues in conversations that were the birthplace of cultural movements, political revolutions and the conception of a modern colombian spirit.
Reserch document (Spanish):
Art direction document (Spanish):