WORK IN PROGRESS SHOWOn 9th January we held a show in tandem with MA Industrial Design and MA Textiles Futures at the college.
Over the past few weeks we had been working towards establishing the perceived narrative of Harvey Nichols.
We approached the show as a performance in itself. We both dressed up as shopgirls, and asked our audience what they thought of Harvey Nichols: had they ever been? If not what would they imagine they might buy there?
By approaching the show in a playful manner and playing with the language of performance we opened up a new space for interaction. Each visitor to our 'shop' received a receipt and a business card, stamped, plus a copy of what they'd told us (we used a carbonated receipt book to take notes and sketches). These receipts were then attached to a shop dummy: creating a garment of research.
PERCEIVED NARRATIVES OF HARVEY NICHOLStaken from the work in progress show
(Spike and Antonia, MACPNE)
Absolutely Fabulous: they talk about it all the time.
You must have to have some money to go there.
(Angelika)
I went there once during the holidays, I was in a rush. I like to browse once in a while. I like the lights. Harrods is like a theme park: over the top.
(Satoko)
Yo Sushi is better there than anywhere else in London. Yes, I've been there. I don't like it very much. It's a confusing space. Doesn't make me feel like going upstairs. I've been five or six times.
(Momoko)
Very expensive. Can't go all the time. I never buy food there, it's entertainment: shopping as entertainment. Not just shopping as shopping. I have bought things there, but only on sale. The shoes are quite good! Harvey is just a box with a lift. Much easier to navigate than Harrods.
(Steve Lea)
Been there less than five times. Very much the same as any other department store. Went there to look at shoes for girlfriend: there was a story to the shoes. They were designed by Rem Koolhaas. Some story about losing a woman, he designed the shoes to win her back.
What kind of performance would suit Harvey Nichols?
An experience in a gallery is entirely different to one in a store.
(Yuval Samuelov)
Yes I've been there, we did a project on it. My impressions: over-estimated as a space and an experience. It's not so unique. It has a vast, well curated collection. I can't buy there, I feel uncomfortable. If someone has money, and is into brands perhaps it's convenient, not intimidating. I find it a bit posh. I hate the basement floor.
(Jeffrey)
Never heard of it, I have been outside so I have a general impression of it. Familiar view of London, design and displays struck me. Felt like a regular department store. I imagine they sell the same as everywhere else. Imprints the 'old way' of shopping: doesn't appeal to me, perhaps it's somewhere to go with your grandparents to buy a present.
(Alex Spyropoulous aka Carlos Montana)
Never been. Some people in our class did a presentation on it. It's West. Central. People who go there are probably rich bitches. We have to be more extreme. Design and play more with the environment. Create a module. Set some basic rules: strict rules at the end. Look at collaborative novels online.
(Kevin Flude)
Curator and Lecturer.
Balconies, escalators, you can look down between and through to other floors. I don't enter it: it's a forbidden zone, which I have no desire to go into. I now have a vague interest to go inside due to your project. Window displays. They sell fashionable womens clothes for people with lots of money. Test methods of selling and guage customer reactions.
(Patrick Swindell)
Student and Teacher.
Can't remember... Absolutely Fabulous. Went into Selfridges once, a most traumatic experience. Won't be going back. Much easier if there were just a shop for jumpers. I rarely shop. Jeans... jeans shops. I don't know. Reasonably well-off people I imagine shop there. People treat the whole thing as a catwalk. Just look at Oxford Street. The Clothes Show did a thing up in Birmingham. You got a barrage of teenage girls marching up and down the high street, trying to get scouted.
(Kate Masters)
Nurse
Ladies that lunch. Don't like to shop. I do quite like Selfridges - there was a liqueur thing, looked like a laboratory, you could mix and match. Something a bit more interactive. I like markets, I hate hassle. I hate Harrods: they look at you like you're scum.
(Louise Fean)
Never been to the London one: had a traumatic experience in the one in Leeds.
Burberry scarf - £300. Tropical fish in the make-up counter.
(Sophie)
Online gaming and sports account executive
Dislike the toilets: you get lost, takes forever to find.
I occasionally shop there, though it is a little out of my league. Gorgeous clothes. Dickens and Jones. The environment is interesting, went to Liberties two years ago and was immediately hit by the gorgeous scent: perfume.
Theatre and Retail: what do you think? Would it excite or scare the customer? It would work. Selfridges only appeal to a particular audience.
(Henri)
Art Director
I prefer Harvey Nichols to Selfridges. It's smaller: I get panic attacks in Selfridges! Airy up at the top. I don't tend to buy, I browse , go to the cafe but not for inspiration! Mum took me to the cafe - I can only go if I'm working. Performance space: the cafe would be a good space.
The basement has potential: like a mouse trap.
(Rebecca)
Art Director, Momentum Experience Marketing
Do a lot of retail stuff. Different use of interaction. Looking at the psychological aspect. Are you finding the identity of Harvey Nichols? Come in, put above rest compared to competitors, communicate to the public in a different way - bring theatre and interaction. Not just customer service. How would you adapt the narrative for a target audience?
Incorporate the audience in the story-build. Will it be an aggressive event, or more of a gallery shop experience?
Harvey Nichols is in a position to dictate the floor. Needs its identity and brand communicated back again. Perhaps the audience should be considering "Is that the right place for me?"
It makes the moment of exiting the store just as important as coming in.
(Andy)
Director, Momentum Experience Marketing
What made Harvey Nichols a destination doesn't exist anymore: there's been a change in consumption. During the 80s and 90s it was at its cusp. Selfridges offers a better retail experience. They do luxury
or normal retail. Mix and match or pick-and-mix retail.
(Lucy Swift)
Head of Communications, Architecture practice
Harvey Nichols is a shopping emporium. It's a department store for the upper classes. Touristy (though that's more Harrods, they get the knock-on). It's not in my neighbourhood. I used to work at the V&A, I'd buy clothes, tights on my lunch break. My favourite department store is John Lewis: I love it. You can get everything in the store and you can always approach them. They (department stores) are theatres to shopping.
Look at "Fashion in Motion" at the V&A.
(Rory Edwards)
IT Technician
I've been to the Harvey Nichols bar, and the food part, wanted something to eat and happened to be in the area. This sparks a lot of ideas.
(Aoife Yourell)
TEFL Teacher
I've passed by and stared at the windows: they're amazing. Very eye catching. Never been inside.
(Val Palmer)
Senior Lecturer
I've been to Harvey Nichols three times: I find it intimidating in terms of cost, elitist. I liked the food hall best, more accessible. Good attention to detail, smart and polished. I like John Lewis infinitely more. Trades on its name, packaged exclusively but infact it is the most successful department store because of its customer service. Reliable and not snotty. Harvey Nichols trades on its name and connections, but has a disappointing offer.
(Tim Beaumont)
Student
I hate going shopping with other people. I've not been to Harvey Nichols. It's a big department store. My sister did work there once as a caterer, there was a show. She was giving out wine etc. I went sports clothes shopping about two years ago. Football boots from JJB sports. Only go for sports stuff. Go in, pick up the thing. I don't hate it, but would rather get it over and done with.
(Vanja Merrild)
Account manager
People who go there call it Harvey Nics. It's a posh warehouse. I've been to Liberty's and Harrods, it can't be much different - same concept. No idea what I'd buy there, I like Harrods for food for my mum.
(David Lau)
Student
Yes, I've been. Eight times in my life. Food: Christmas Hamper. General impression: well organised, good select range of items. Not a place you browse. You know what you want to get. Reliable. You expect high-end. Reflected in the brands as well. How's the one in Birmingham doing?
(Dan Lewis)
Electrician
Go to Harvey Nichols twice a year. Clothes for myself and the lady. I like it because you have all the stuff in the same place: a wider range because it's a larger shop. I go to John Lewis for the same kind of things. Buy huge amounts at once. I've never really noticed the other customers. Go in, head down, get what you want and go. If it were more interactive I would notice more.
SHOPGIRL EXPERIENCE
Caf worked as a shop girl over the Christmas break, to experience the shop drama first-hand. We presented a culmination of our research which included site visits, desk research and internet trawling at the work in progress show.
BRAND FANS AND DUBAI
We use Flickr as a trendwatching site. By looking at the various comments streamed underneath an image you are able to capture a different angle on the perception of your brand.
