MA Studies > Fashion communication > Fashion communication alumnus > Lindi Schwella

Lindi Schwella

the art of visual merchandising _project proposal

I have always had an affinity for aesthetically pleasing visual imagery and I believe that one of the most important things for anyone in the creative industry to do is to keep up with visual trends and what the impact of this visual communication is.
All over the world magazines and other advertising are use to create a brand and a consumer need for anything and everything. Everywhere you look, you see what it is you want, what it is that you need.
I would like to use my time, while studying design at the HKU, to research the ways in which one can market a product without having to use the product itself. Creating a 'art work' that could speak for itself and subliminally portray something to the viewer in different media. I would also like to narrow this field down, by looking at how shop windows are ‘dressed’ and new ways in doing this without the use of the actual product.
At this point in time my focus is on the artistic practice of visual merchandising. And looking into window spaces and theories about these spaces created by other artists such as Andy Warhol, Marcel Duchamp, Salvador Dali and Frederick Kiesler.

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