Sarah McGiven: @FightForYrWrite

Cello-Graffiti: Urban Art Marketing
Hip Hop heroes, the Beastie Boys marked the UK release of their eighth studio album, Hot Sauce Committee Part 2, with two live London street art commissions in Camden and Shoreditch.
The ‘cello-graffiti’ stunts involved creating cellophane walls by wrapping lampposts and trees together and having them spray painted with the Beasties’ new album artwork by urban artists and cello specialists, the Manzdem Crew, who took around three hours to create each piece. Watch the pieces being created here: http://bit.ly/jsU0WV
Developed in 2006 by graffiti loving Fine art graduates Astro & Kanos in Paris as a legal alternative to graffiti, this new and still fairly underground form of art is just starting to emerge as an ambient marketing trend, particularly within Europe.
Advertisers are beginning to catch on to the main plus point of this innovative new artform – its versatility. In terms of location, cello-graffiti works can appear almost anywhere there are two sturdy pillars that can be bound together to form the canvas; The cellophane also produces an eye catching backdrop as opaque versions catch the light making colors pop, whilst transparent backgrounds make artworks appear as if they are floating on air.
The Beastie Boys’ British cello stunts were the brainchild of outdoor marketing specialists Brotherhood Media, best known for their guerrilla projections onto well known landmarks including Buckingham Palace and creating the world’s largest sand sculpture to promote Jack Johnson’s ‘To The Sea’ album.
Brotherhood Director, Dominic Murphy, tells us: “The cello-graffiti thing is still really new - this Beastie Boys stunt is the first example of the approach being adopted by the UK music industry on a commercial level and had only previously been used commercially by urban footwear brand Converse who made a viral film about the technique with the Manzdem Crew at the end of 2010”.
Feature for Trendstop.com’s subscriber site and TrendTracker News, published May 10th 2011, with thanks to leading outdoor & ambient marketing specialists, Brotherhood Media www.brotherhood-media.co.uk
May 11

Cello-Graffiti: Urban Art Marketing

Hip Hop heroes, the Beastie Boys marked the UK release of their eighth studio album, Hot Sauce Committee Part 2, with two live London street art commissions in Camden and Shoreditch.

The ‘cello-graffiti’ stunts involved creating cellophane walls by wrapping lampposts and trees together and having them spray painted with the Beasties’ new album artwork by urban artists and cello specialists, the Manzdem Crew, who took around three hours to create each piece. Watch the pieces being created here: http://bit.ly/jsU0WV

Developed in 2006 by graffiti loving Fine art graduates Astro & Kanos in Paris as a legal alternative to graffiti, this new and still fairly underground form of art is just starting to emerge as an ambient marketing trend, particularly within Europe.

Advertisers are beginning to catch on to the main plus point of this innovative new artform – its versatility. In terms of location, cello-graffiti works can appear almost anywhere there are two sturdy pillars that can be bound together to form the canvas; The cellophane also produces an eye catching backdrop as opaque versions catch the light making colors pop, whilst transparent backgrounds make artworks appear as if they are floating on air.

The Beastie Boys’ British cello stunts were the brainchild of outdoor marketing specialists Brotherhood Media, best known for their guerrilla projections onto well known landmarks including Buckingham Palace and creating the world’s largest sand sculpture to promote Jack Johnson’s ‘To The Sea’ album.

Brotherhood Director, Dominic Murphy, tells us: “The cello-graffiti thing is still really new - this Beastie Boys stunt is the first example of the approach being adopted by the UK music industry on a commercial level and had only previously been used commercially by urban footwear brand Converse who made a viral film about the technique with the Manzdem Crew at the end of 2010”.

Feature for Trendstop.com’s subscriber site and TrendTracker News, published May 10th 2011, with thanks to leading outdoor & ambient marketing specialists, Brotherhood Media www.brotherhood-media.co.uk

Met Gala 2011: Tribute to Alexander McQueen
Last night Upper Manhattan’s Museum Mile was awash with fashionistas from across the globe, who all came together for the Costume Institute’s annual Met Gala to honor the late enfant terrible of British fashion, Lee ‘Alexander’ McQueen.
Designer of the hour, Sarah Burton - McQueen’s long time assistant and successor as the fashion house’s Creative Director - was in attendance for the touching tribute, fresh from Friday’s Royal Wedding but remained tight lipped about ‘that dress’.
Hosted as ever by Vogue’s Anna Wintour, fellow Brits Stella McCartney and Colin Firth were among the co-chairs of the star-studded New York fashion festival - affectionately known as the ‘East Coast Oscars’. VIPs were welcomed by ushers and waiters in kilts with tartan sashes echoing one of McQueen’s signature fabrics.
Twitter was inundated with fashion luminaries all sharing their thoughts on both the event and the inspirational designer, widely regarded as a true creative genius. Devoted McQueen supporter, Daphne Guinness, who wore the label’s SS11 finale lilac feather gown tweeted from the Met, “Thank you, all of you, I was so nervous, it brought all the memories back and it was almost too much.” Brazilian supermodel, Gisele arrived with fellow catwalk queen, Naomi Campbell, both dressed in vintage McQueen, and said “’I was really just impressed with his genius, his beautiful insanity. He really saw women in such a different way.”
The Gala heralds tomorrow night’s opening of the Metropolitan Museum’s new Savage Beauty exhibition – a retrospective of the darkly beautiful and controversial world of Alexander McQueen, which Trendstop.com reported on earlier this year (http://bit.ly/mHMiOv).
Canadian model and McQueen fan Coco Rocha summed up the exhibition with this tweet from the preview: “Holographic display of Kate Moss. I’m speechless…This will be the ultimate Costume Institute exhibition, never to be topped.”
Feature written for Trendstop.com’s TrendTracker News, May 2011
Download the free TrendTracker app for smartphone and iPad from your app store or by visiting http://m.trendstop.com from your mobile’s browser.
May 3

Met Gala 2011: Tribute to Alexander McQueen

Last night Upper Manhattan’s Museum Mile was awash with fashionistas from across the globe, who all came together for the Costume Institute’s annual Met Gala to honor the late enfant terrible of British fashion, Lee ‘Alexander’ McQueen.

Designer of the hour, Sarah Burton - McQueen’s long time assistant and successor as the fashion house’s Creative Director - was in attendance for the touching tribute, fresh from Friday’s Royal Wedding but remained tight lipped about ‘that dress’.

Hosted as ever by Vogue’s Anna Wintour, fellow Brits Stella McCartney and Colin Firth were among the co-chairs of the star-studded New York fashion festival - affectionately known as the ‘East Coast Oscars’. VIPs were welcomed by ushers and waiters in kilts with tartan sashes echoing one of McQueen’s signature fabrics.

Twitter was inundated with fashion luminaries all sharing their thoughts on both the event and the inspirational designer, widely regarded as a true creative genius. Devoted McQueen supporter, Daphne Guinness, who wore the label’s SS11 finale lilac feather gown tweeted from the Met, “Thank you, all of you, I was so nervous, it brought all the memories back and it was almost too much.” Brazilian supermodel, Gisele arrived with fellow catwalk queen, Naomi Campbell, both dressed in vintage McQueen, and said “’I was really just impressed with his genius, his beautiful insanity. He really saw women in such a different way.”

The Gala heralds tomorrow night’s opening of the Metropolitan Museum’s new Savage Beauty exhibition – a retrospective of the darkly beautiful and controversial world of Alexander McQueen, which Trendstop.com reported on earlier this year (http://bit.ly/mHMiOv).

Canadian model and McQueen fan Coco Rocha summed up the exhibition with this tweet from the preview: “Holographic display of Kate Moss. I’m speechless…This will be the ultimate Costume Institute exhibition, never to be topped.”

Feature written for Trendstop.com’s TrendTracker News, May 2011

Download the free TrendTracker app for smartphone and iPad from your app store or by visiting http://m.trendstop.com from your mobile’s browser.

Haroshi: Future Primitive
New York’s Jonathon LeVine Gallery is currently hosting ‘Future Primitive’, the Japanese sculptor Haroshi’s first solo exhibition outside Japan. This innovative show features urban art pieces inspired by N.Y.C. and constructed out of broken skateboard decks, fusing Tokyo-based Haroshi’s art with his skater passion.
Haroshi explains how he channels his Japanese heritage through his technical approach to sculpture, “Usually I start to carve a big block by hand rather than say using a 3D CAD approach. I use a Japanese carving knife to make the intricate cuts and shapes.” He creates three-dimensional wooden sculptures from his archive of over a thousand broken decks.
Drawing on his vast personal knowledge and experience of the sport, Haroshi is able to determine which skateboards fit together seamlessly. Haroshi does not paint his sculptures, allowing the decks’ original colors to shine through; he believes, “skate decks are more often than not viewed as not useful anymore, but there’s true potential in making the skateboards into something beautiful again.”
Haroshi’s wooden mosaic technique is similar to the ancient Japanese tradition of building wooden Buddhas, in order to conserve materials and minimize the weight of the statue. Taking inspiration from Unkei, a master sculptor in 12th Century Japan, who used to place a crystal in the position of a Buddha statue’s heart. inside each of Haroshi’s pieces lies a buried broken skateboard part, such as a metal truck. This is the artist’s way of “giving a soul” to his work.
Also featured at the show is a pair of Nike Dunk SB trainers commissioned by the CEO the Nike and made entirely from broken decks that had been ridden by the Nike SB team.
Future Primitive exhibition, until May 14, www.jonathanlevinegallery.com
News feature written for Trendstop.com’s subscriber site and free TrendTracker app, April 2011 
Download the TrendTracker for smartphone or iPad via your app store or by visiting http://m.trendtracker.com from your mobile’s browser.
May 3

Haroshi: Future Primitive

New York’s Jonathon LeVine Gallery is currently hosting ‘Future Primitive’, the Japanese sculptor Haroshi’s first solo exhibition outside Japan. This innovative show features urban art pieces inspired by N.Y.C. and constructed out of broken skateboard decks, fusing Tokyo-based Haroshi’s art with his skater passion.

Haroshi explains how he channels his Japanese heritage through his technical approach to sculpture, “Usually I start to carve a big block by hand rather than say using a 3D CAD approach. I use a Japanese carving knife to make the intricate cuts and shapes.” He creates three-dimensional wooden sculptures from his archive of over a thousand broken decks.

Drawing on his vast personal knowledge and experience of the sport, Haroshi is able to determine which skateboards fit together seamlessly. Haroshi does not paint his sculptures, allowing the decks’ original colors to shine through; he believes, “skate decks are more often than not viewed as not useful anymore, but there’s true potential in making the skateboards into something beautiful again.”

Haroshi’s wooden mosaic technique is similar to the ancient Japanese tradition of building wooden Buddhas, in order to conserve materials and minimize the weight of the statue. Taking inspiration from Unkei, a master sculptor in 12th Century Japan, who used to place a crystal in the position of a Buddha statue’s heart. inside each of Haroshi’s pieces lies a buried broken skateboard part, such as a metal truck. This is the artist’s way of “giving a soul” to his work.

Also featured at the show is a pair of Nike Dunk SB trainers commissioned by the CEO the Nike and made entirely from broken decks that had been ridden by the Nike SB team.

Future Primitive exhibition, until May 14, www.jonathanlevinegallery.com

News feature written for Trendstop.com’s subscriber site and free TrendTracker app, April 2011 

Download the TrendTracker for smartphone or iPad via your app store or by visiting http://m.trendtracker.com from your mobile’s browser.

NATIONAL HAIR DAY UK, blog post written for http://blog.trendstop.com, March 2011
LEGO are coiffing up for charity to support this Sunday’s eighth annual National Hair Day.
Childhood favourite, LEGO has immortalised some of the most popular celebrity locks, by creating a range of fun mini-figures in honour of this annual charity event run by hairdressing chain, Toni&Guy.
In a UK poll, the celebrity couple the British public most wanted to see rendered in the brand’s distinctive primary plastic was David and Victoria Beckham, whilst in the VIP category London Mayor, Boris Johnson and his unruly blonde mop saw off competition from Head of State, Her Majesty the Queen.
The top ten celebrities whose crowning glories propelled them to pole position include The A Team’s Mr. T with his Eightie’s frohawk, the twin peaks of Jedward and Amy Winehouse with her trademark wonky beehive. See which other stars you can spot in the image above.  We’re not sure if the good people at LEGO based her figurine on her malaria period, but Britain’s ‘people’s princess’ and soon to be US X-Factor panellist, Cheryl Cole, is looking a very strange color.
A Hair Trends Gallery featuring all the latest hair trends straight from the season’s catwalks will shortly be available for iPad users as a premium in app download from within Trendstop.com’s highly acclaimed free TrendTracker app. More details coming soon…
May 3

NATIONAL HAIR DAY UK, blog post written for http://blog.trendstop.com, March 2011

LEGO are coiffing up for charity to support this Sunday’s eighth annual National Hair Day.

Childhood favourite, LEGO has immortalised some of the most popular celebrity locks, by creating a range of fun mini-figures in honour of this annual charity event run by hairdressing chain, Toni&Guy.

In a UK poll, the celebrity couple the British public most wanted to see rendered in the brand’s distinctive primary plastic was David and Victoria Beckham, whilst in the VIP category London Mayor, Boris Johnson and his unruly blonde mop saw off competition from Head of State, Her Majesty the Queen.

The top ten celebrities whose crowning glories propelled them to pole position include The A Team’s Mr. T with his Eightie’s frohawk, the twin peaks of Jedward and Amy Winehouse with her trademark wonky beehive. See which other stars you can spot in the image above.  We’re not sure if the good people at LEGO based her figurine on her malaria period, but Britain’s ‘people’s princess’ and soon to be US X-Factor panellist, Cheryl Cole, is looking a very strange color.

A Hair Trends Gallery featuring all the latest hair trends straight from the season’s catwalks will shortly be available for iPad users as a premium in app download from within Trendstop.com’s highly acclaimed free TrendTracker app. More details coming soon…

Interview: Nick Holland, Pretty Green
Trendstop.com talks to Nick Holland, Creative Director at Liam Gallagher’s label, Pretty Green.
What was the Pretty Green brief? How has this developed since the label was established in 2009?
Liam has always been passionate about his clothes and personal style.  The concept was to create a brand that fully reflected Liam’s style and rock & roll ties.  Importantly, each piece had to be something Liam would wear and have strong design credentials.  The 1960’s mod scene is a huge influence for the Green Label.  The Black Label takes from this look and translates it into a highly tailored collection that reflects strong influences in both music and film.
How involved is Liam in the design process?
Liam is involved in every stage for both Labels.  He knows what he wants and it’s really important to him that each piece reflects his personal style down to the smallest detail.  Liam, myself and the design team discuss key influences and what he wants for the next season.  Nothing goes out unless Liam personally approves it; he’s a perfectionist so the team must reflect this in every facet of the company.  For example, we went through 19 fabrics when designing t-shirts.  Liam took them home, washed and dried them first to see if they shrunk.  We decided on the perfect fit and shape which he is very particular about.  We’ve developed a good understanding of how Liam wants every shape, pattern and fit to be, for each particular garment and we work together to achieve this.
What do you find the most exciting developments in fashion right now?
British menswear is a really exciting market.  British brands like Paul Smith and Burberry are spearheading the trend in smart, sharp tailoring with a twist.
What’s new for Pretty Green?
We are styling and designing the clothes for a film, The Longest Cocktail Party, which focuses on that cool Beatles period.
What’s your top styling tip?
Take pride in your appearance.  Focus on dressing sharp and you will not go wrong.
www.prettygreen.com
Interview for Trendstop.com’s TrendTracker News, April 2011.
Download the free TrendTracker app for iPad and smartphone from your app store or by visiting http://m.trendstop.com from your mobile’s browser.
May 3

Interview: Nick Holland, Pretty Green

Trendstop.com talks to Nick Holland, Creative Director at Liam Gallagher’s label, Pretty Green.

What was the Pretty Green brief? How has this developed since the label was established in 2009?

Liam has always been passionate about his clothes and personal style.  The concept was to create a brand that fully reflected Liam’s style and rock & roll ties.  Importantly, each piece had to be something Liam would wear and have strong design credentials.  The 1960’s mod scene is a huge influence for the Green Label.  The Black Label takes from this look and translates it into a highly tailored collection that reflects strong influences in both music and film.

How involved is Liam in the design process?

Liam is involved in every stage for both Labels.  He knows what he wants and it’s really important to him that each piece reflects his personal style down to the smallest detail.  Liam, myself and the design team discuss key influences and what he wants for the next season.  Nothing goes out unless Liam personally approves it; he’s a perfectionist so the team must reflect this in every facet of the company.  For example, we went through 19 fabrics when designing t-shirts.  Liam took them home, washed and dried them first to see if they shrunk.  We decided on the perfect fit and shape which he is very particular about.  We’ve developed a good understanding of how Liam wants every shape, pattern and fit to be, for each particular garment and we work together to achieve this.

What do you find the most exciting developments in fashion right now?

British menswear is a really exciting market.  British brands like Paul Smith and Burberry are spearheading the trend in smart, sharp tailoring with a twist.

What’s new for Pretty Green?

We are styling and designing the clothes for a film, The Longest Cocktail Party, which focuses on that cool Beatles period.

What’s your top styling tip?

Take pride in your appearance.  Focus on dressing sharp and you will not go wrong.

www.prettygreen.com

Interview for Trendstop.com’s TrendTracker News, April 2011.

Download the free TrendTracker app for iPad and smartphone from your app store or by visiting http://m.trendstop.com from your mobile’s browser.

May 3

Pop Art Gastronomy, NYC blog post written for http://blog.trendstop.com - March 2011

May 3

Promotional blog post for http://blog.trendstop.com - April 2011

May 3

Trendstop.com Style Up at Selfridges blog post for http://blog.trendstop.com - April 2011

Quick music blog post for http://blog.trendstop.com - March 2011
May 3

Quick music blog post for http://blog.trendstop.com - March 2011

May 3

Sneakerpedia Launch blog post (words and images) for http://blog.trendstop.com - March 2011