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amfi's design-driven fashion label

reviving the narrative of fashion culture

Team

Kimberly Waldbillig

Marketing & Communication

University of Utrecht
MA New Media and Digital culture


Dion Gavriilidis

Production Manager
University of Amsterdam
BA New Media and Digital culture


Myrthe de Smit

Creative Director
VU University Amsterdam
MA Design Cultures


Marissa Memelink

Reproduction manager

University of Amsterdam
BA New Media and Digital culture


Commissioner:

Description

F u l l_ s p e e d_ a h e a d

 

Don’t you like our new blog style? Special thanks to Myrthe for her work in transforming past posts. We’re looking at the final to-do list for now until the fashion show. Several weeks away, and we still have quite a number of things to arrange. Keep checking back at amsterdamfashionweek.com for the official release of the Catwalk programme schedule and the revealing of the time and location of the iNDiViDUALS show!

What’s remarkable is the fluidity with which these things are getting accomplished. There’s quite a number of stakeholders working simultaneously, sometimes in collaboration. This is truly the essence of applied research: taking scientific conclusions that arise from academic practice into the business world (in this case, the fashion industry) and working together to create something new.

This week specifically we’ve been working to produce a video documentary that reveals our team’s production process to a more general public. We want to highlight what we at the MediaLAB are responsible for and our thought process in deciding to produce the outcomes that we did. We’ll be telling the story of how we chose for a sound concept and why we decided on the particular technique that we did. During storyboarding, we’ve envisions a sort of reality-tv style interview with ourselves, mixed in with shots of our workspaces the activities that we’ve organized.

What makes our project special is that what we’ve organized to be made will be presented in a full production. The MediaLAB has been more and more working towards bringing the interns’ functional prototypes outside of an experimental environment and into real context that they’ve been designed for. Our work and the work of our sound designers will be revealed at the Amsterdam Fashion Week. The Light Challenge team, if they win the competition, will also be permanently installing what they’ve prototyped in a residential neighborhood. The team working for TWC could see their Connected Collecting app on SmartTVs throughout the Netherlands. The Stiho group could be hired to implement their prototype for an app that archives the knowledge of construction workers.

Some of us were just on-location in Den Haag where there was some serious experimentation going on. We’re also developing a marketing strategy to real-time monitor and mediate the social media response to the show.
Further textual, audiovisual, or photographical reflections that appear in print and across the web will ideally driving traffic right back here and to our innovation partner’s online presence as well. Not only is a goal of the project to attract attention for the students of AMFI and the institution itself, but for our team, the mediaLAB and the new media/design culture of the Netherlands in general.

Although it won’t be exactly the same as attending the iNDiViDUALS show, we’re also designing our booth and a sound experience for the end presentation. Want to be there? Register here. Ideally the experience will simulate the idea of experiencing the narrative of fashion culture in a totally new way.

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