Mobile lingerie shop by SAW and MOA designed to travel across the US
March 27, 2016 by admin
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American design studios SAW and MOA teamed up to conceive a “nomadic fitting room” for an online retailer that sells intimate apparel for women (+ slideshow).
Called the Try-on-Truck, the mobile store was built for TrueCo, an internet-based lingerie company founded in 2012 and headquartered in San Francisco.
It is the first physical shop for the retailer, which is known for its online quiz that helps women identify the ideal type of bra for their body.
“The TrueCo Try-On-Truck is a nomadic fitting room, traveling across the country to allow women to try on lingerie in an intimate setting within public spaces,” said the design team.
“The vehicle creates a highly transformable, flexible and comfortable space on a mobile platform, providing the ability to deploy on a new site daily.”
The retailer initiated the project because it wanted a way for its customers to have a direct experience with its products.
At the portable store, customers browse and try on undergarments with the help of personal assistants. They can then order merchandise, which is in turn shipped to them.
The project brief was rather complex, said the designers.
The shop needed to both attract a crowd and offer privacy for shoppers. It also needed to “clearly and strikingly communicate brand identity but also create a mysterious allure,” they said.
The store sits atop a 24-foot-long (seven-metre) trailer that originally was intended to carry a tiny house. Eight feet (2.4 metres) in width, the enclosure is made of steel, wood and glass.
Related story: 13 unusual mobile homes and hideaways
The building contains four fitting rooms, a seating area and a checkout bar. Merchandise is displayed on trays that are integrated into a millwork shelving unit
On the exterior, one side of the store consists of a continuous wall of glass that is emblazoned with the company’s name. Behind the glass wall are opaque panels that open and close, permitting light to enter the shop while also providing privacy.
This facade acts as “a semi-voyeuristic display of product and brand imagery,” said the designers.
The other side of store features folding doors and steps leading into the space.
Each collapsible element operates independently, which enables the mobile shop to easily adapt to different locations, weather conditions and types of events.
While the building has housed up to 20 people at one time, it is ideally suited for 11 occupants: four people in the group of fitting rooms, two in the lounge area, two at the checkout bar and three roaming staff members.
The store debuted in Denver, Colorado, and has since traveled to various cities within California, including San Francisco and Los Angeles.
A broader national tour is currently being planned, said the team.
This is not the first time SAW and MOA have worked together.
Last summer, they began collaborating on a study of mobile homes as part of a larger effort to “hack the affordable housing crisis in California cities,” said Dan Spiegel, a founding partner at SAW.
“We’ve been interested in mobility in architecture for years,” he added.
SAW, which stands for Spiegel Amhara Workshop, was established by Spiegel and Megumi Aihara, both of whom studied at Harvard‘s Graduate School of Design (GSD). Their studio is located in San Francisco.
MOA, or Mobile Office Architects, was founded by Dustin Stephens, who earned an architecture degree from the GSD, and Alan Ho, who received his architecture degree from the Rhode Island School of Design. Their studio is based in Santa Barbara, California, and Brooklyn.
Other mobile architecture projects include a trailer that was converted in a dental office and an artist studio clad in charred timber.
Photography is by Bruce Damonte.
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Ashley Graham’s lingerie ad celebrating plus-sized bodies ‘banned by US TV networks’
March 26, 2016 by admin
Filed under Choosing Lingerie
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An advert starring Ashley Graham and other plus-sized models had allegedly been rejected by two major US TV networks.
Plus size clothing chain Lane Bryant has shot a commercial starring Ashley, who recently featured on the cover of Sports Illustrated, and a team of other models celebrating their curves while dressed in lingerie.
But TMZ report that the ad has been banned by both ABC and NBC.
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Banned? A advert starring Ashley Graham and other plus-sized models had allegedly been rejected by two major US TV networks
The commercial, which is part of Lane Bryant’s This Body campaign, shows size 14 Ashley and fellow models, including Denise Bidot, Tara Lynn, Georgia Pratt and Precious Lee, voicing positive affirmations about their bodies.
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The group start of by saying the line ‘this body’ in turn as the camera pans over close-ups of their curves.
The girls then declare why they love their bodies, with Ashley seen kick boxing in a sports bra and shorts while saying: ‘This body is made for being bold, powerful and sexy.’
Proud: The commercial, which is part of Lane Bryant’s This Body campaign, shows Ashley and fellow models, voicing positive affirmations about their bodies
Curve appeal: Precious Lee is seen modeling white underwear as she talks about her body
Another model is seen breastfeeding, as she tells the camera ‘This body’s made for love.’
The commercial ends with the girls telling the audience: ‘This body is made for starting a revolution.’
Sources connected to Lane Bryant have told TMZ that the advert was rejected by ABC and NBC.
The site writes that neither network ‘provided specifics about what crossed the line … other than to say they were turning it down “as is.”‘
Action: Ashley, who recently starred on the cover of Sports Illustrated leads the plus-sized names in the ad
Fighter: Ashley is seen kick boxing in a sports bra and shorts while saying: ‘This body is made for being bold, powerful and sexy’
TMZ go on to claim that their sources believe the rejection of the ad is down to ‘a size issue and not nudity,’ pointing out that Victoria’s Secret commercials, and others starring thinner models, are currently airing.
A representative for ABC had no comment when contacted, while MailOnline is awaiting a comment from NBC.
Speaking to Refinery 29 about the Lane Bryant This Body concept, the models all revealed exactly what it is that they feel their bodies were meant for, with Ashley admitting that she thinks hers is intended to start a ‘revolution’.
Promoting confidence: The ad has reportedly been rejected by two major TV networks in the US
‘[My body is for [starting a revolution,’ she said. ‘I realized I could use my career as a model to create change and disrupt the fashion industry, so I started calling myself a ‘body activist’ to help redefine society’s definitions of beauty.’
‘We see the same stereotype of the plus size woman in the media: she is unhappy, projecting sort of a low self-esteem, not well dressed, and seemingly spends her nights at home dreaming of another life,’ Lane Bryant CMO Brian Beitler said of the campaign. ‘This Body aims to celebrate who she really is.’
Ashley recently hit back at Cheryl Tiegs’ controversial comments about her size 14 figure after talking to the catwalk at Paris Fashion Week this month.
Pass: Sources connected to Lane Bryant have told TMZ that the advert was rejected by ABC and NBC
No reason: The site writes that neither network ‘provided specifics about what crossed the line … other than to say they were turning it down “as is”‘
The 28-year-old, who made history by becoming the first fuller-figured woman to feature on the cover of Sports Illustrated magazine, said she has skin too ‘thick’ to be bothered about spiteful jibes concerning her weight.
Tiegs, 68, provoked outrage when she criticised the iconic publication for choosing Graham for one of the three covers of its 2016 Swimsuit Issue, claiming it was showcasing a body type that isn’t healthy.
After walking in the HM Studio autumn/winter 2016 presentation, Graham told E! News: ‘Cheryl Tiegs may have said what she said and it may have hurt a lot of peoples feelings but my skin is so thick.
Pluz-sized beauty: TMZ go on to claim that their sources believe the rejection of the ad is down to ‘a size issue and not nudity’
Work it: The models are seen exercising, modeling and breastfeeding as they celebrate their bodies in the commercial
What’s the problem? Despite plenty of other ads showing models in lingerie airing on US TV, the Lane Bryant commercial has allegedly been rejected by some networks
‘I kind of rolled my eyes. I was like, “Oh whatever, another one of these ladies”.
But what’s great is that — the fact that she said it — it means that other women think like her. And what that means is that we really need to change the industry.’
She continued: ‘There are too many people thinking they can look at a girl my size and say that we are unhealthy. You can’t, only my doctor can!’
Putting up a fight: The commercial ends with the girls telling the audience: ‘This body is made for starting a revolution’