ZAFAR
For this project, we had to develop a concept store in Japan aimed at promoting and positioning Spain as a destination of interest. The main challenge involved understanding the Japanese context, as well as the application of the concepts of neuro-biology in favour of an adequate communication and brand experience, which moves Spanish culture away from stereotypes such as football, bullfighting and flamenco.
Creative and Art Direction: Laura Agulló, Maria del Sol Gomez, Franchesca Delgado, Andrea Castillo & Shari Montañez
Zafar arises as a response to the problem of Japanese emotional suppression. On the one hand, it makes use of the mirror as a symbol of honesty and reflection of the essence or, in this case, the feeling. On the other hand, it is proposed to collaborate with different professionals from the Spanish fashion, design and architecture sectors. The resulting experience is based on sensorial and immersive elements that will be gamified. The installation will allow interaction with the clothes, objects and environments, alluding to the concept of emotional Kuu: to create a space for emotional exploration in contrast to a culture where feeling is suppressed.
Image from @slamthings
Images from Reisinger Studio, Shoop & Alba de la Fuente