Another of the agencies involved in the third year Industry Practice unit were Anyways. The brief set by Anyways was developed from the work they had done with the Tate Modern and Uniqlo collaboration that resulted in London Dreaming.
Brand collaborations between mainstream companies or products and cultural institutions or artists are increasingly popular throughout the world. Uniqlo linking up with Tate Modern might seem unlikely, but often it is the spaces between quite different organisations or disciplines that interesting connections or concepts are found.
For LondonDreaming, designed in 2016, Anyways discovered that it was the 500 year anniversary of Utopia, a term and concept coined by philosopher Thomas More in 1516. Within it, he suggested that the only true way of achieving such a place was to ‘dream in the now’. Anyways used this idea to invite Londoners to dream of a more creative future. In Uniqlo’s nine London stores, Anyways concept saw the exhibition of 200 artworks from young artists who, as part of Tate Collective, were invited to respond to the brief ‘Future’. At the Tate Modern, an interactive installation enabled visitors to choose one of six different futures that they were most inspired by.
For the third year students the brief was to develop a collaboration between a high street brand a cultural institution in a way that was productive for both parties. This led to some great ideas:
Becky Campbell developed a collaboration between Sharpie & The Cartoon Museum that centred on people being able to design cartoons and animations for London’s most well known buildings and landmarks, which would then be projected onto the buildings to animate the city.
Lauren Berger developed a collaboration between Ikea and the Saatchi Gallery called FÄRT—Flatpack Art—which encouraged people to engage with making sculpture using Ikea products. The concept draws from art movements such as those started by Marcel Duchamp’s urinal and the idea of ‘ready mades’, as well as Sol LeWitt’s work that is a series of instructions for people to produce the artwork themselves.
Jordan Mitchell developed a collaboration between Transport for London and Palace streetwear. This resulted in the development of an idea for a Palsport ‘oi sir’ card which would give skaters access to underground stations out of hours in order to ‘take back London’ and reclaim the city as theirs.
This project was an amazing opportunity for students to work alongside Anyways, visit their studios and get feedback from their creatives. Callum Green, one of the creatives at Anyways had this to say about their experience of working with our students:
We were blown away by the breadth and quality of the ideas and executions on Friday. Your students were complete pleasures to work with. They reacted well to feedback, presenting themselves in a professional manner, and had some very exciting ideas. (I think we’re all going to spend our Christmas making Ikea furniture art!) You’ve got a very exciting course on your hands here!
As the project has been so successful for both Anyways and BA (Hons) Graphic Branding & Identity we hope to develop further collaborations in the future.