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running on cargo feed index about hm meets... this month i was thrilled to meet gemma ruse (creative director) and xavier sheriff (director) from studioxag, finding out about their recent projects, inspirations and future visions for the company. hm: studioxag have been an established creative agency since 2009, what were your backgrounds prior to the company, and what encouraged you to set up the agency? xs: we were both graduates from central saint martins, myself studying product design and gemma fashion design. in the early days after university we were freelance and collaborated with each other on many projects, we both enjoyed the pace of the industry and the ability to be extremely creative whist having a commercial grounding. gr: during the early years of doing our own things we just seemed to always gravitate together as our skill sets of 2d and 3d design complimented each other really well, making every project we worked on have a well-rounded quality to it, so the partnership organically formed from there and in 2009 we decided to take a leap of faith and set up studioxag and haven’t looked back since. hm: in a tough industry environment that we are currently experiencing, are you noticing this impacting your clients and any briefs you are receiving? xs: budget has and always will be key regardless of the current environment, however this just pushes you to be smarter with the creative. exploring materials and pushing boundaries in different ways, studioxag have the ability to engineer a project from start to finish that enables us to keep costs competitive. working with good transparent relationships with our clients enables us to deliver a creative project on budget. creative agencies need to offer a 360 service and to be ready to react to industry and global changes quickly. having this flexibility and foresight will enable you to continue to be competitive and creative during the uncertain climate. hm: what’s been both your career highlights so far? xs: it was a dream brief from christian louboutin, a brand we collaborate with a lot. it was a project that would take over four windows and the concept store at selfridges. working directly with christian louboutin himself, the project had a short lead-time and involved lots of bespoke kinetic elements in the display. however the challenge was worth it, seeing the windows come to life at the end was very rewarding. gr: there are so many to choose from we have been privileged to receive some amazing briefs from all over the world, some amazing international projects taking over entire department store window runs including taking over all the windows for diesel at galeries lafayette, paris & kadewe, berlin. however i think my personal highlight is the conceptual scheme we created for lotte world mall in korea, in which we needed to design a years worth of concepts, which included 4 seasonal changes making sure the narrative evolved over the course of the year. it was amazing to work on such a large-scale for this project, with multiple windows over 20m long each & atrium installations spanning 4 floors. i love working on a huge scale. previous / next image (1 of 1) previous / next image (1 of 1) hm: what top 5 things inspire you? gr/xs: 1. art/exhibitions - generally seeing how people use space, & explore creativity in 3 dimensions 2. materials & construction– exploration of new materials or interesting ways of using materials. the way items are assembled & constructed from the mundane to the marvellous can inspire how we design & build 3. working relationships – our studio and our global clients constantly feed inspiration through the business. 4. always seeing newness in many forms not necessarily industry based. 5. travel - frees the mind & always sparks inspiration hm: what current exciting projects are you working on that you’re able to share details on? xs: we can't share details of any projects we are currently working on at they are top secret, but we recently put in a great project for y-3 for a one day event at antonioli, an amazing concept store in milan. most of our projects usually last longer than than this, so it was a great opportunity for us to explore using a more temporary material – balloons! combined with super matt flocking & glossy acrylic to showcase the new y-3 pureboost shoe. previous / next image (1 of 1) gr: we have just installed ‘summer pop’ throughout europe for christian louboutin. torn from the pages of a comic book the concept incorporates bold graphic explosions in vibrantly contrasting and vivid colour palettes. these eye catching pops of colour and texture, display the shoes on concealed shelves, giving the impression they are radiating from centre of the explosion. previous / next image (1 of 1) hm: what are the key elements you would advise retailers to consider when creating a window display or in-store scheme? what are the foundations of a great display? xs: knowing what your narrative is, illustrating a story is key to the product, collection, campaign and brand. you can build your foundation from there making the design bold and original. gr: design principles we rely on for an impact are scale, repetition, strong use of colour. making the product the hero & ensuring that the story is clear so that when customers walk past they just ‘get it’. we aim to create installations with strong visual impact, so that the display stops you in your tracks. that’s the most amazing and rewarding part of our jobs, that we can design and produce something that stops people and inspires them. xs: i suppose more tangible elements to measure how successful a scheme is from a client perspective would be footfall, product purchase and social media awareness. hm: have you seen an increase from your client’s briefs for more multi-sensory, multi-platform experimental projects? are clients asking you to consider how the visual display can also be incorporated into their social media and marketing outlets? gr: yes there is a hunger for more experimental concepts and event space ideas. something that the consumer can interact with & wants to share. this wow factor needs to be cohesive across all platforms. this was really effective when we worked on charlotte tilbury's makeup house of rock n' kohl at selfridges. it was a week long beauty festival in the selfridges concept store which combined makeovers, manicures & lipstick readings in the daytime with events & panel discussions from a host of famous industry faces in the evening. we had to create show-stopping windows & a pop up space that embodied charlotte's glamorous personality, but also worked really hard as a multi functional space to suit the various needs of the event. there were so many shareable moment throughout the course of the week. this brand was born in the age of social media & makes great use of digital technology. it's been amazing for us to work with a brand that really pushes the customer experience & excels at a seamless integration of the physical & digital realms. hm: how important is social media for agencies like yourselves – do you use or see it as a way of attracting new business? xs: it’s a platform we use to tell our brand story and gives clients an insight into the work we do by showcasing our recent projects, so in a sense it’s an extension to our visual identity. i think we could utilise it more as its becoming a key way of how people connect with each other, not only use it as a portfolio of work but finding our own tone of voice. hm: if you could give advice to the next generation of creative agency start-ups – what would your top 3 tips be? xs/gr: 1. get an accountant! – this allows you to get on with the parts of the business you have a passion for. 2. you’ve got to love it, as you will be living and breathing it. 3. you’re only as good as the people you work with hm: what do you see the future of retail design in-store an

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Domain name:
hmvm.co.uk

Data validation:
Nominet was not able to match the registrant's name and/or address against a 3rd party source on 19-Oct-2017

Registrar:
123-Reg Limited t/a 123-reg [Tag = 123-REG]
URL: http://www.123-reg.co.uk

Relevant dates:
Registered on: 05-Apr-2011
Expiry date: 05-Apr-2019
Last updated: 29-Mar-2018

Registration status:
Registered until expiry date.

Name servers:
ns.123-reg.co.uk 212.67.202.2
ns2.123-reg.co.uk 62.138.132.21

WHOIS lookup made at 04:32:11 13-Jul-2018

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DOMAIN

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123-Reg Limited t/a 123-reg [Tag = 123-REG]
URL: http://www.123-reg.co.uk
Relevant dates:

  CREATED 05-Apr-2011

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  NS2.123-REG.CO.UK 62.138.132.21

  NAME hmvm.co.uk

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