Moment is a unique concept store located centrally in Oslo. The store introduces an entirely new retail experience, where the store completely change the theme and the brands they offer every three months.
For the different periods (dubbed seasons), Moment explores different parts of the world, and stock a limited supply of premium garments from lesser known brands. In a way, Moment acts as a magazine where each season offers a curated selection of brands expressing a shared visual style and aesthetic.
With the use of a dynamic, ever-changing visual identity, the goal is to showcase the brands in their best way, and also to visualize how Moment’s customers react to the seasons.
As the customers come by and makes purchases, the logo will dynamically change to react to the collective buying habits. Over time the logo will visualize the actual trends in the market, and give an all new perspective on the world of fashion and trends.
The symbol is constructed using five squares. Each square represent one clothing brand, and they are dynamic in size. Together they symbolize the letter “M”.
The dynamic variable
Each square visualizes, in real-time, the actual stock of each clothing brand left in store. As customers shop, the symbol will dynamically change in height and width to visualize what’s actually selling and what’s not.
The resulting animation
A periodical free magazine is published for each season. The magazine deals with and promotes seasonal brands, and consists of articles and exclusive interviews with the people behind the brands, and their thoughts on relevant topics. Overall the magazine is about topics and people who share a common point of view on fashion and visual aesthetics, and doesn't necessarily focus as much on selling products.
When customers makes a purchase in the store, they will also receive a snapshot of how the logo appears in that exact moment. Along with the logo, the date and time are also displayed in a numerical way. The snapshot will always be positioned below the logo, either next to the name, or alone. The height will equal x-height of the name.
The logo and menu buttons are fixed to the page, and the symbol on the front page is dynamically changing in real-time as the different brands are selling.
This is how the bachelor project looked like at the exhibition at our Westerdals Oslo ACT from June 8th – June 11th 2016.