STARY BROWAR Design & Branding WINTER PROJECT: THE CENTRE OF BUSINESS AND ART by FORTIS NOWY STARY BROWAR,DODOPLAN

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WINTER PROJECT: THE CENTRE OF BUSINESS AND ART

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Industry Shows, Events & Festivals
Media Design & Branding
Market Poland
Agency FORTIS NOWY STARY BROWAR,DODOPLAN
Creative Director Barbara Metelska
Designer Dorota Januszek, Izabela Brola
Released November 2010

Credits & Description

Category: Exhibitions & Live Events
Advertiser: STARY BROWAR
Product/Service: TRADITION AS ART
Agency: FORTIS NOWY STARY BROWAR
Agency: DODOPLAN
Date of First Appearance: Nov 18 2010
Entrant Company: FORTIS NOWY STARY BROWAR, Poznan, POLAND
Creative Director: Barbara Metelska (Fortis Nowy Stary Browar)
Marketing Projects Coordinator: Agnieszka Wisniewska (Fortis Nowy Stary Browar)
Public Relations Coordinator: Malgorzata Kowalska (Fortis Nowy Stary Browar)
Designer: Dorota Januszek (Dodoplan)
Deisgner: Honorata Poznanska (Dodoplan)
Designer: Izabela Brola (Dodoplan)
Media placement: Winter Decoration (Snowflakes) - Centre Of Business And Art - 18 Nov 2010 - 16 Jan 2011
Media placement: Folk Art Exhibition - Centre Of Business And Art - 18 Nov 2010 - 16 Jan 2011
Media placement: Chrismas Design Workshops - Centre Of Business And Art - 4 - 5 December 2010

Describe the brief from the client
The project had to consider the global trends in art and design, but most of all it should have been original and innovative. Moreover, not only did the design suit the minimalistic architecture of the centre, but it also met the requirements of its philosophy. The place was developed as an intelligent space inviting its guests into a dialogue on business, art and conscious living. It is not simpy a commercial centre, but a vivid and important cultural institution in the very centre of Poznan, Poland.

Describe the challenges and key objectives
The socially responsible project was designed for and developed in a retail space, which is not a natural match. Its aim was to build an image of the company as an intelligent and forward thinking place, and to promote conscious ways of social living and responsible consumption. It was developed to activate the Polish people and as an attempt to rehabilitate its public image, as well as a pretext for social education. The project put focus on a shift from materialistic to postmaterialistic values as well as on a quality life and individual self-expression.

Describe how you arrived at the final design
For the last few years modern design has been deriving inspiration from local traditions, looking for the new ways of expression. PAJAK was a traditional folk decoration made from reed, straws and tissue paper, and meant to bring happiness to all the household members. It was a model for a molecular reed and cotton snowflake. Several hundreds of snowflakes were made by folk artists from various regions of Poland, transported to Poznan and hung in the Centre of Business and Art Stary Browar. The project was accompanied by design workshops and an exhibition of folk art.

Give some indication of how successful the outcome was in the market
Through research and contacts with numerous artists, the idea evolved into a project activating the Polish people. The open workshops and exhibition were warmly recognized by all the guests and passers-by, as well as by the press and independent designers. The project combined a few elements: handicraft as an alternative to industrial form, modern ecological design inspired by the folk art, nostalgia for the slow celebration of the holiday time. It put focus on quality life and helped to create a company image as an intelligent and responsible brand.