A great idea, executed well, really can be done on a budget.
Case in point. Artist Rebecca Ward uses everyday materials, such as fluorescent gaffers tape, in an unexpected way to create something memorable. Granted, there’s a LOT of tape that got sacrificed as part of the Kate Spade Broome Street New York store installation, but it’s easy to see how the finished installation transcends the actual cost of the tape rolls. It’s how the tape was used that makes it worthwhile.
Creatives tend to look at challenges in different ways. Where one person may just see a roll of tape for its utility – a way to attach or mark off something – a creative sees the possibilities. It’s what is often called “thinking outside the box,” and it’s what we, as designers, do for a living everyday, so we’re rather good at it.
kate spade ny party from Jessica J Schroeder on Vimeo.
This was also interesting. During the event, there was a “tape bar” setup where attendees could get into the spirit of the installation by creating their own keepsakes of custom decorated journals. Kudos on the event marketing committee for extending the theme in a relevant way that appealed to their fashion-conscious attendees while reminding them of the Kate Spade brand. Living colorfully is good!
