Annabel Goris. PXL-MAD School of Arts. Selected Graduate 2019

PXL-MAD School of Arts, Hasselt, Belgium.


Odd Fellas

With her first collection, Odd Fellas, Annabel researched the characteristics of serial jewellry production, such as reproducibility, materials, time consumption, branding, cost price calculation etc.
Her form language is partly steered by the technical system she uses to make her forms function as jewellry. This system, creating 3D form out of 2D shapes, eases serial production and its functional elements are at the same time an important esthetical component. Annabel combines typical goldsmith techniques with new technologies, such as laser cut.

The 2^nd steering factor is her preference for geometry: geometric shapes are combined in a playful manner and small figurative references appear, which create possibilities for branding. The end result is a small world of peculiar looking figures that excites the imagination. The figurative references are made in a subtle manner: presented in group and especially in combination with the title the reference is obvious, but when the pieces are worn individually the figuration is not dominant at all and needs to be discovered.

A subcategory to the collection called the statement pieces which function as eyecatchers for the collection, allowed for working more freely in design. In these statement pieces, the figurative references fade to the background and the technical system gets full freedom.

The Odd Fellas collection is modelled combining two research activities: design research and communication research. Because of this combination and realizing the interaction between both certain decisions were made: focusing on storytelling and communication the advantages of figuration became obvious. It creates a recognisability, a playful wink that invites and teases the audience and becomes a tool in communication. Eg. all pieces get their own name and thus achieve a personality.

By taking marketing ideas into account, such as tone of voice, brand value, audience, brand reflection, etc., it became easier to create the brand identity Lebanna. Constantly translating to these ideas while designing allows for maintaining a strong collection and brand unity.
The brand values are: playfull, colourfull, young, geometric and figurative. They are present in all aspects of the collection. The geometric and figurative element is visible in the technical system and form choice, but also in the accompanying animated video. The colourfull and playful look of the pieces is maintained in the atmosphere of the pictures. And you don’t have to look far to see Annabel’s open, young and cheerfull personality reflected in her designs, tone of voice and on social media.

Creating this collection allowed for an interdisciplinary way of working, by including social media ideas, presentation technics, photoshoot, the overall atmosphere, interaction with the fashion world, video footage, animation etc. Such cooperation contributes value to the collection. And this is the way of working Annabel envisions to continue in future projects and collections.
 

Name of graduation student: Annabel Goris
Name of the guiding teacher: Karen Wuytens, David Huycke.

More work and contact:
Email: studio.lebanna@gmail.com
Instagram: studio_lebanna
Behance: Annabel Goris


Find out more about the courses at PXL-MAD School of Arts, Hasselt, Belgium.