“Innovation for Industry” gave the opportunity in its essence to promote brands successfully through a range of concepts; working to build on a clients strengths, whilst addressing development opportunities that may have been overlooked or even not recognised by brands. As such I chose to address the needs of Boutique store ODD New York, looking to the current social, political, cultural climate in how best to move the store forward, building promotional opportunities and in turn revenue for the brand.
As such I proposed that Judson Harmon, owner of ODD New York joined together with Elizabeth Ilsley, British designer of hand painted leather garnments, to create an exclusive range of leather bike helmets to be worn by ‘The Sirens of New York’ for the citys 2017 Pride Parade. The helmets, each adorned with slogans that celebrate the importance of being “ODD” will simultaneously generate publicity for the ODD store and raise awareness of the fact that ODD is to become the first and sole stockist of Ilsley in the US.
Approximately sixty helmets will adorn the ‘Sirens of New York’, the biker group known for leading the parade each year as they ride through the city. Each will be fashioned with slogans that celebrate the importance of being ODD, whilst generating publicity for the brand and raising awareness of the fact ODD is to become the first and sole stockist of Ilsley in the US.
A match made in heaven! Ilsley, the twenty one year old woman from Birmingham commanding praise and demand from the creative community at large will collaborate with Judson Harmon, Designer and Owner of ODD; joining to create an exclusive range of leather bike helmets for the 2017 New York City Pride Parade - Celebrating the pride in “being odd”.
Long term, both capsule collections and instore exhibits of her work will follow, whilst as part of the launch in support of pride, consumers will be able to purchase a limited run of mobile phone cases and pin button badges with correlating slogans, designed by Ilsley as a one off; ensuring that theres a price point that allows for the broader market to celebrate alongside both brands and offering products that will long continue to advertise the collaboration after the event.
Titled “PROUD TO BE ODD” - the visual exposure for the brand will do exactly that; enable consumers to show how proud they are to buy into the ODD brand and give ODD as a brand the chance to show how proud they are to support Pride and showcase Ilsleys designs.
Concept & Creation of Installation - Avril Bown
Photographer - Paul Astley Photography