Following on from my concept and ideation stage, I then moved on to the stage of my creative process where I put together a Proposal deck to present to my tutor to backup my chosen route. This involved selecting a name for my concept and carrying out all of the background boring stuff such as the insight, logistics, reasoning behind the name and the mood boards for my tutors to visualise the proposal.
After many many choices of names and routes as you can see below, I had a very messy mind map consisting of over 8 different names. Some ranging from the use of the classic stigma around a bacardi and coke to a venue called the shipping lane connoting the environment the rum is transported over in using metal shipping containers.
I finally decided to go ahead and choose the name Bacardi Old Town. This was because of the fluidity of the name and how it sounded so authentic to Bacardi. The name came from much research of the roots of where the rum comes from, Cuba Havana. I came up with this name from the vibrant colours, free lifestyle and tropical vibe I received from the pictures of the streets. I felt like this sort of immersive environment would be unique transporting ravers and music fans back to Havana to create unforgettable summer moments.
For my proposal of Old Town, I needed to go and assemble a deck consisting of:
What separates mine from the majority
Going forward plan
As you can see it is quite a wealthy deck containing an in depth angle of my proposal. The whole idea of bringing Old Town to summer festivals is an ambitious one, but the way I would separate it from any other Idea similar would be the attention to detail in production and catering to each different sub genre.
For example I would coat the environment in head to toe in Havana colours, plantation, smells and even staff within. The staff would be dressed up as either flamingo girls or pablo escobar type fellas behind the bar. The characters of these staff would be vital in adding that extra 2%. Each barrel or corner of the Bacardi Old Town would be home to each sub genre i am involving, but the trick here into owning my target audience would be to not label any of the corners to make it clear which music they were playing. I would have the staff surrounding each coirner such as the doorman on each barrel, the dancers infront of each barrel to be dressed head to toe in that specific genres fashion style, so for example for the tech house corner they would be covered in Prada, Gucci and Moncler garms repping the most disgusting attitude looking down on anyone that walks past. Where as over in the drum and bass corner there would be a complete opposite vibe, with staff dressed in bootleg t shirts, cargo pants and even tops of but just having a good time, not judging anyone, you would hear the cries from the dnb corner of ‘oi oiiiiiiii’, where as in the tech corner you would hear a few clapping of hands but that is all.
This extra detail would not only make music fans feel comfortable but also make it obvious to fans the issue which lays out there. Something Old towns aim is to demolish.
There was a very rough version 1 of a cup scheme I developed to encourage mixability. Using the cups served at the bar, ravers would be handed a random cup with a series of empty boxes with a number for each barrel inside, whichever box they had circled first they would have to go and rave in for a certain amount of time, then proceeding to get that box ticked off which then allowed them to attend any other barrel after that.
The next stage for the Old Town concept would be to begin sketching the actual environment such as the entrance, the bar, the dj booths etc. Then to take these hand sketches into cinema4d and bringing them to life. From this stage I expect extra ideas to spring out and really flesh out the concept