Untitled - Polimodatalent

TRAVEL INTO THE TRANSCENDENCE OF THE REALITY
THIERRY MUGLER TRANSPOSITION
Passing and exploring the envelops of the exteriority and the depths of the interiority, Thierry
Mugler teleporting into the transcendence of these vital substances.
ARCHETYPE
TIME AND SPACE TRAVELER
Time and Space are two inalienable substances keeping endless existing of the Mugler’s spherical
body. Passing through the space-timing tunnels, like a comet, clot of the informative atoms,it is
saturating, mutating, transformating and falls on the earth of the present, leaving the spreading dust
of the consequences. The loud burst into the envelope of the present, generates renovation and
transformation of the physical frame of the humanity into the beautifull hybridise surfaces.
BRAND LOGO
Spiral is the new time and space dimension in which draws into Thierry Mugler. The life of every
organism of the universe passing the life cycle over tapered spiral to the point of the most high
personal development, heading after in eternal travelling in the time and space. It’s the brand
amulet that predicts eternal movement in different time and spaces.
VISION
TIME IS A SPIRAL.
THE ALCHEMIC GAME OF THE DIFFERENT TIME AND SPACES, create new fruit of the present.
Transformation of the straight line of the time into spiral actualizes by astronomical alchemic of the times
and spaces Thierry Mugler. His spaces and times are eternal in the existence, as his creations. He comes
back and he takes, he advances and he creates, he rotates over spiral of the time to the point of the
present and leave. Such course let him to saturate his creations with timeless components for evocation
of the deja vu in the futurism.
Mission
To be a visionary alchemic, who experiments and creates unique formula based on
the travel impressions through the space and time.
Thierry Mugler is the space and time travelling alchemist , in his planetary laboratory he keeps different
vessels filled with extracted content of the different times and spaces. He runs an experiments, derives
new composition of the images, carefully reveting exteriority with artistic shapes armed with laser .
VALUES
Central values: Spiral exploration
Expressive values: alchemy
Instrumental values: time machine
Thierry Mugler as the extraterrestrial alchemic bases on the exploration of the noval spaces in the swirl
of the time with the help of his most important instrument, the time machine. His mission is to create unique
alchemy of the past, future and present images based on the inimitability and infinity. Using sculptural
designs that as armour protecting an inner fragility within the brand. The blurring of old and new, combining
ancient techniques with the most modern calls for a techno-eclectic admires. The desire to wear is not
created, rather a desire to be the first to admire and understand the sources of the achieved artifact.
The client is brought into the fascinating space and time world of the Thierry Mugler will be ultimately
its exploratory satellite who bravely risk on such travelling ,for explore or just keep it’s master-piece as a
souvenir in own earthy spaces.
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Pro
Innovation
Originality
Artifact
Exploration
Alchemy
Outwear
Accessories
Innovative:
metalic prosthesis
ornamentation
exclusivity
inaccessable
USE / OCCASION
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Ma
Dresses
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Kn
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Concept of alchemy:
silk and metal
metalized leather
CLIENT
Women
Explorer / risky traveller in time and space
Concept store / short distribution
Timemachine / brand promotion and accessories distribution
BUSINESS MODEL
Thierry Mugler is restricting his targeting circle and invite in it female pretenders on the exclusive expression
of new techno-primitive images. They are risky co-travelers in the time and space, who don’t afraid to
transformate and try on them guise of the newcomers . The fundamental motivator in the promotion of
the brand concept serves the usage of the high-technology, as the main influential force to wich expose
the weakness of the human instincts.The new techno-epoch that threaten of the appearance of the
android generation, gives a brand a hope on the high prosperity. Cyberaction- is the communicative
system of the brand, based on the close connection between the mechanic, already impregnated by
the technology, controlles society and techno controlling system. Thierry Mugler concept stores going to
dispose of high-technologic laboratories, where techno-humanity comes in contact with Thierry Mugler
spatial world using techno-instruments. One of the most main, is time machine that serves as the catalyst
of the direct connection with spatial Thierry Mugler portal. The dress code of the travelers is dresses,
serving as identificator of the femininity ,made of flying fluid textiles symbolizing antigravitation of the
body and mind, covered by strong metallic armour as the instrument of the protection and control of
the inside instinctive fragility.The iconic decorative element of the new collection going to serve methalic
futuristic prothesises for legs and arms that can be suitable as for average human, as for invalid.Concept
of the alchemy,tendency of the innovation ,collection of the artifacts are the main sources that will serve
as eternal sources for the exploring life of traveler in time and space Thierry Mugler.
PRACTICAL ACTION
TIME AND SPACE MACHINE
Time and Space machine and it’s inside exploratory laboratory going to be placed in every Thierry
Mugler boutique and along the urban real spaces. The client is a researcher, a participant of the Mugler’s
space and time adventures. He comes inside and gets lost in the space and time. In the surround of the
trip’s trophies, video installations and thematic sounds client makes the acquaintance with the brand’s
current mood and gets a chance to try on itself the smell of the experimental space or a perfumery
souvenir after the extraterrestrial travel. The time and space machine is used as a communication tool for
the brand, creating hype through word-of mouth. On each machine, there is QR code which links to the
Thierry Mugler site full of mood pictures and videos about current clothing and perfumery collection. The
inter-action with time and space machine and Thierry Mugler site creates intense emotion, especially
whilst the explorer is standing in the shadow of the Thierry Mugler laboratory. The explorer is converted
into a believer and the search within the brand is activated.
MAYAN ANTHROBOT ORIGIN
Advanced primitive Instincts in the Mechanism , Mechanism in the Flesh, Flesh in the Metal – the sequence of
the covers constructing the present image of the Thierry Mugler newcomer originated in the past primitive
mayan spaces and passed the way through future techno spaces. Derived unique synthesis based on the
findings, obtained in the course of exploration of the beyond-cutoff spaces in the nonstandard time regime.
Chronology of the time and space explorations and achieved composition of the
alchemy.
Thierry Mugler starts his exploratory expedition from the beginning of the epoch Renaissance presenting in
the laboratory of the Leonardo Da Vinci and observing there first appearance of the androids. Leonardo
da Vinci is the human from the far future appeared in the past with his futuristic inventions and prophecies,
served for Thierry Mugler etalon innovator. One of the unique godsends was humanoid robot or robot in
human form, invented by Leonardo da Vinci which, acted as the model of the limited human being’s body
and symbol of the human body as a machine in structure.
Mechanic techno-present with its automatic humanity, generates new anthrobot generation. The new system of the roles and governing: (techno) controller under (human) control, (techno) dependent under (human) dependency. The fact of the power limitation of the human chemical mechanism demands the charge
from high, techno forces. Such a circumstance served a landmark in the work of the travelling alchemic in the
time and space Thierry Mugler, who combined in his fruits of work two components: human primitivism that is
still alive and techno progress that is just generating. Derived main element of the Thierry Mugler alchemy is
techno-primitivism, embody of the scheme: progressively moving present through the past and future.
Perfecting anthropologic features of his potential followers, Thierry Mugler heading for advanced- primitive
epoch of the reign of the Mayan culture as one of the most mysterious originated in the round of the ancient
aliences. Factor of maya is: path beyond technology. Basing on their advanced primitivism (reflecting in the
mythology, language, strong religious culture, high astronomy knowledge without electricity and metal) they
built calendar of predictions, carried a connection with outer spaces and their rulers that in the end served
their gods that taught them to all kind of science. Here Mugler collects best sources for creating the image
of the human with advanced primitivism tending to the apogee of the development.
Future is the central substance disturbing the minds of the whole humanity and also of the Mugler who
finally discovers an access to its portal. Eternal space where reigning techno-sapience. There are no
barriers between artificial and natural there are biological cybernetics. Here techno-humans are objects
of the cloning ,artificial genetic changes, nanotechnologies. Humanity becomes superhumanity which keep
their conciseness in the computers and change their body as covers. Globalized society, one techno
government center and their control system on the base of the chip dependency. Mugler extracts the
fact of the strong connection flesh and metal which he implants in his alchemic creations. Grading up his
expeditionary discoveries Mugler generates new image of the trans humanity: Newcomers from the present
possessing high advanced primitivism and techno-flesh. Their life prospering among technocratic jungles in
which they carry on a constant hunt through technology. Beside this trans humanity still consist of human’s
component which is instinctive and can be carefully enveloped by android corps. Cyberaction directs
machines seduce each other keeping their interiority and natural reflects inside their operative system
protected by strong metallic armour.
COLLECTION LOGO
Techno Mayan calendar keeps close connection with ,,techno-primitivism,, idea of the new collection.
The symbol of the time moving to the most momentous date which embodies the skull of the white jaguar.
The calling alert- sign of the new superhumanity appearance.
TECHNO-MAYAN PALETTE
New Thierry Mugler collection is saturated with the black and blue tones ,as the most crucial covering
of the quintessence of the techno-mayan phenomenon. Cold black which slowly comes to the grey
becomes the symbolical techno expression, blue as the main substantial of the primitive mayan flesh and
its advanced futuristic DNA.
SHOW COLLECTION
Thierry Mugler 1st line collection going to be presented as the Chambre Syndicale de la Haute
Couture show. Afterwards the precious 1st line collection is going to be merchandised in the vessels
of the explorer’s “space and time laboratory” in carefully chosen concept stores around the world
and produced in made to measure version. After the past season garments are keeping as artifacts,
preserved and stored to reappear in the future. This is a beginning of creating an archive for the Thierry
Mugler museum in the future.
ARTIFACTS AND SUBARTIFACTS
Every Thierry Mugler´s laboratory is provided with artifacts and their subartifacts that are going to serve
for the practical usage of the client. While artifacts are explored and collected.
SUBARTIFACT 2
SUBARTIFACT 1
ARTIFACT
PRODUCT TALE
Sex exposition takes interposition. Exposed seduction becomes covert seduction.
Primitive mind transforming into techno-primitive. Thierry Mugler creates inversion of the
primary product image vision. In his control there is a fragile female being which keeps
under control her sacral natural beauties in covered protected strong metallic armour
which playfuly wraping her body-shapes making them visible but not accessible. Metal
melting on the flesh in the entourage of the playing veil gives the new Thierry Mugler
collection the sense of today’s female as the sensual anthrobot that arrived from the
wild mayan jungles to the new techno jungles and undergone to the transfiguration.
SPACE AND TIME LABROTARY
The 1st line is visually merchandised in chosen concept boutiques in countries around the world. The
artifacts going to be placed in bubbling and smoking vessels connected with cables to the time
and space machine staying in the middle of the obscure concept boutique space. The feeling of
just generated the artifacts breathing like alive calling to explore them and immediately to try. Every
conceptual boutique going to be provided with little laboratory ,including laser entertaining capsules
where tired clients can rest and sleep to the accompaniment of the special calming effects or the
most active can get the dose of charge with more energetic stimulating effects. Except this clients can
acquaintance with the mood, technique and materials used in the process during the creation of the
collection on the presented 3G monitors. In the case of the wish appearance to express suggestions,
clients are offered the chance to try themselves in the role of the alchemists in the Thierry Mugler world.
With the help of touch-screen monitors they can create the mood, the silhouettes of the future collection
with available instruments in the data-base. With every new season the interiority of the store space
going to be filled with different moods and surrounding details basing on the collection concept, in
order to stir up the interest of the old clients and create for the new one.
EXIT
THIERRY MUGLER OXYGEN ELIXIR
To keep the spirit of the transcendent spaces, staying on the earth allow the new double fragrance
collection by Thierry Mugler. The souvenir from time and space travelling, consists of two bottles for the
single use. The first one is intended for the maintenance of the functioning respiratory system of the traveler
in the time and space on the earth, another bottle acting as variable consistence which is necessary
for the achievement of the appointed space and time. Together they make up unique synthesis of the
oxygen elixir that has to be surely used as the belt on every traveler in time and space. First rebranded
flagrancy line going to create the smell of the mayan anthrobot space, based on the playing bitter
mysterious notes with damp smell of the jungles and cold metal. Right of user: first spraying layer from bottle
№1 necessary as the stable basic for keeping smell longer time, another one is the fixative spraying layer
from the bottle №2 which creates unique alchemy of the investigated space [air]ea.
SPACE SOUVENIERS OR OXYGEN FILLING
Inside time machine every traveler gets a chance to try on itself the smell of the experimental space or
to acquire a perfumery souvenir after the extraterrestrial travel. Vending machine as the filling aggregate
placing in the interior space of the time machine going to serve for the oxygen charging of every traveler or as a generative apparatus of the space findings.
SUPERHUMANITY SHOW
The calling alert and menacing image of the white jaguar skull provoke the appearance of the new
supehumanity. Techno and primitive, wild and advanced, fragile and protected, sexual and rational.They
are just made in the Thierry Mugler laboratory and brought in the time and space machine, for come to the
light from the exploding vessels in the surround of the smoke. Wild primitivism pushing forward to the brave
independent movement is stoped by techno cables, strongly fixed and holded newcomers bodies. Technoflesh and techno-primitivism becomes a new human composition created by Thierry Mugler.
VIDEO
To install visual identification of the brand in the minds of the explorers, Thierry Mugler presents his
informative video material about recently created in the laboratory wild newcomer. The process of the
anthrobot evolution divided into 4 stages:
The 1st one is nucleation in the wired womb and it’s release in the techno jungles.
The 2nd stage indicates on the behavior of the newcomer with primitive component which borders on
mayan advanced primitivism.
The 3rd stage is the covering of the primitivism with the android corps protecting and mechanize the
flesh.
The 4th stage is about ablution and recidivism.
The consequence of the stages forming the spiral cycle of the vital organism in the universe, created in
the Thierry Mugler’s time machine that was lost in the time and space.
SWOT - ANALYSIS
STRENGHTS
- eternity
- uniqueness
- novelty
- Brand interaction through time and space laboratory and time
machine
- linking explorers through social media[free advertising]
- archetype is connected to the branding concept,product and
time machine
- appreciated by a wider audience,not just fashion enthusiasts
- be spoken,no stock
- 1st line in broad exclusive assortment creating profit for it’s support with the help of be-spoken and restrain costs on stock
OPPORTUNITIES
- Create cult items within brand
- be remembered for creating global awareness through constantly
updating interior spaces in the time and space laboratory and
time machine
- creating a future Thierry Mugler museum
- auction
WEAKNESSES
- becomes too well known and then doesn not sell
- ventures far from wearable fashion and is no longer sold
- permission to place time machines on the central streets [legality]
THREATS
- Permission is not granted for the project
- Sponsors decline the offer
- Other designers starting to copy the concept
- High production cost of first line used mainly as comunication
LEGALITY
Thierry Mugler should consider registering the time and space machines as registered design. The brand
needs to consider the registration of the shape trademarking to reserve the right to iconic items and the
logo registration. The machines should be under the brand’s copyright and therefore all the rights would
be reserved. To hold exhibition in public places requires permission from the city. The signed permission
needs to be granted well before the start of the production process. The domain for the url and website
have been registered, to secure mugler.com
CALCULATIONS
Time machine
Finance for Time and Space Laboratory
Expenses: approx.
Expenses: approx.
Materials
4000 €
Cost per store / per month
50.000 €
Labour
3000 €
Amount of stores
7
Production
4000 €
Total cost per month
350.000 €
Transportation
3000 €
Total cost per year
4.200.000 €
Administration
200 €
Legal Advising
400 €
Virtual Mirrors
30.000 €
QR Code
500 €
Entertaining Capsule
20.000 €
Total for one Time machine
15100 €
Interior Design
200.000 €
Amount of Time machines
14
One-time cost Total / per Store
250.000 €
Total of Time machines
211.400 €
Amount of stores
7
Service
400 € per month
One-time cost Total / all Stores
1.750.000 €