Brand Development and Awareness
This project was set by Berghaus as a competition across a few selected universities in the UK. We were asked to create either a flagship store, or a pop up with the aim being to enhance the brands stance within the younger market. After touring the factory in Sunderland, and speaking with brand representatives, they expressed the aim was not necessarily to be profitable, but to expand the brands reach . I grasped the brands story and chose to focus on creating an interactive experience that will emphasise its environmental awareness and updated brand positioning.
URBAN2ALPINE
Berghaus in the last few years have progressed just as much in the lifestyle market as the outdoor. They offer services such as free repairs, to try and minimise waste and fast fashion. This was the area I wished to highlight and further for the brand.
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My idea was to form an experience, whereby tents left behind at music festivals, and jackets which could not be repaired, are taken apart and made into new garments by young creatives. They then are led on a small expedition to test out their new pieces. This in turn, will encourage new takers too outdoor hobbies and loyalty to the brand. All while learning a new skill in sewing. To begin, the experience would be offered to locals of each city who cannot afford a traditional Berghaus jacket.
City to City
The experience would tour around the UK and maybe beyond. Using two vans, the equipment can be transported to each site. One for the structure and generator. The second for sewing machines and materials.
First Look Inside
I first made a quick sketch in pencil and then scanned the image into Photoshop. The original Idea was to make a dome structure for the event. The participants are welcomed to the experience and shown to their table. From here they can pick their materials and colours for their garment. Professionals will then help and guide them in how to make their final product.
Final Design
This was my second iteration for my design. Again i transferred a pencil sketch into Photoshop, and used the lines as a template on which to add the textures. After taking time to consider the construction of the tent, I thought it more ergonomically viable to have three separate sections that connect together. Simplifying the design slightly will save time for the Berghaus team when erecting and lowering the frame between workshops. I also added some transparent sections to let more natural light in, especially for the more gloomy days.
Front Elevation
To give a better idea of how the tent looks from the outside, I made this front elevation. It was important the form was unique from any surrounding environment, standing out and drawing attention from each passerby.
Label
With each garment made, comes a unique inside label. The patch is stitched in with the Berghaus logo, experience title, the place in which it was made, the year and the size.
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Expedition
Once the young creatives have completed the fabrication of their garments they are given the opportunity to test the jacket in the wilderness. Learning more new skills from Berghaus representatives and gaining a greater appreciation for the outdoors so that they will spend more time exploring. On the expedition they will be taught how to build fires, pitch tents and read maps. Working as a team and getting to know each other on the hike, part of the aim is to create a community and new friendships that extend back into to the urban life and inspire more personal excursions back into nature following their own path. Any problems found with each garment during the expedition can later be repaired using their free repair promise.
Use in the Everyday
After the expedition, you'll have a jacket to take back into the urban environment to be used as a fashion statement.