Creative Activation

In this class, we're tasked with analysing trends spanning from design innovations to broader societal shifts, and translating our findings into creative activations.

Throughout this process, I've been drawn to the recent influx of food-related projects, often used for styling purposes such as in tablescapes and set designs. This trend has sparked my curiosity, leading me to explore unique fashion campaigns and dining experiences.

What intrigues me most is how this trend points towards our, digitally-driven and aesthetically-focused, society perceive luxury particularly in the intersection of the food and fashion industries.

Currently, I am working on a documentation of recent creative endavours, from dinning experience with hanging plants and fruits, to fashion shoots with cyborg-themed food, all surrounding the intersection of food and fashion called "Are you eating? No. Seroiusly, Are You?".

  • Mid-Terms Set Up: Overview

Identifying Trends

As a group, the class dicussed about our personal observation of trends and discuss how it reflects broader societal trends.

The following images shows the mindmaps of our thought process resulting in a central theme of Imperfect Control.

Following up with the theme, I expanded on a research surrounding the trend of embracing nature's oddities with various case studies such as widely known, The Humid House.

  • Session 1's Mindmap
  • Session 2's Mindmap
  • 10 Case Studies relating to Imperfect Control

Drivers of Change

Having identified food as a theme, I analyse trends surrounding modern society's perception of luxury. Particularly, I examine the rise of luxury brand cafes and the "tomato-girl" aesthetic, exploring how they relate to the privilege of using food as an accessory to curate one's lifestyle.

The perception of luxury often mirrors what socially powerful individuals wear or eat. For instance, in Bella Hadid's "get-ready-with-me" video, she consumes over 10 different supplements and takes a cheeky bite of her croissant as part of her morning routine.

Trends like the #Erewhonhaul on TikTok, which has garnered over 63.1 million views, showcase people purchasing expensive whole meals from Erewhon. Critics argue that this trend contributes to the cultivation of toxic behaviors by associating one's identity with a higher social class.

  • Trend Research about Eating Behaviours
  • Trend Research about Luxury Cafes

Research Presentation

Inspired by the significance of food, I delved into contemporary approaches to using food as an accessory, particularly in the works of food stylists, botanists, and tablescape artists.

Through this documentation, my aim is to provide a fresh perspective on how food can serve as a medium for meaningful conversation rather than merely an accessory.

Starting with a critique of trends like the poor use of food in fashion campaigns, such as "Kim Di Pasta," My on-going publication explores the concept of food as a symbol of luxury. Additionally, it discusses about the importance of discourse surrounding food culture and presents case studies that demonstrate effective use of food as a medium.

  • On-going Publication Design

Feedback

ⓐ While there is a wealth of research, my publication would benefit from clearer messaging, especially regarding the significance of discourse surrounding food culture.

ⓑ The content of the publication is strong, and I should explore more playful aesthetic choices to reflect the humor in my approach.

ⓒ Both tutors and peers showed enthusiasm for my topic and are eager to see what I do next.

  • Mid-Terms Set Up: Overview

Next Step

My next steps for this project is to definetely put in more love for the publicaiton, finnesing my content decked out with a kitsch aesthetic

I also had the idea of coming up with a dinning experience speculating a futuristic dining experience commentating on the influence of media spectacle. I want to glorify the rich with a dinning experience that transcends the mortal's need for food. Perhaps, a table full of food as acessories and accessories as food?

  • Moodboard for a speculative dinning experience
  • Inspiration: Awkward Party