Background to Pretty Green
in November 2011 Carbon Colour completed the new applied graphics for the latest new Pretty Green in Liverpool where Liam Gallagher’s fashion label opened its 8th store. This was the latest Pretty Green store to hit the high street joining the other Pretty Green stores in: London’s Carnaby Street and Covent Garden, Manchester, Glasgow, Newcastle, Nottingham and Cardiff.
Situated at the heart of Liverpool’s fashion scene, the store sits proudly within the Liverpool ONE shopping centre. The store will provide the high-quality tailoring of its Black Label collection and the everyday signature pieces of our Green Label collection. As with each of the Pretty Green stores, Liverpool will focus on providing monthly live music from a host of established and unsigned bands.
The Rolling Stones began to develop a unique style which evolved during this well documented period. Experimenting musically spilled over into their attire, stamping a very British edge on their look, they combined a Bohemian eccentricity with a dandy elegance. The Autumn / Winter 2012 range at Pretty Green drew on this theme and tuned into some key elements that embodied the ethos of those heady days back in ’71.
Nigel Grant, Brand director, commented: ‘This is a huge statement for us and reflects the way the brand is growing and becoming much sought after’.
Reasons for the graphics in Tokyo
The label, now in its seventh season and gathering a solid following, had put together a range of clothing designed exclusively for the Japanese market only. Highlights include a luxury wool mix stripe boating blazer and classic polo’s with a twist, the range is underpinned with a very British red, white and blue theme and its trademark Paisley was been exclusively developed, in those patriotic colours, especially for the Japanese range.
Carbon Colour was asked to continue the demanding schedule of work it had undertaken in the UK stores and install similar graphics to the newly commissioned store in Japan. This would involve slightly different content, but similar high pressures when it came to deadlines as the speed of growth in the Pretty Green brand was accelerating rapidly at the time.
What we did for them
Pretty Green launched their Autumn Winter 12 collection with a complete refresh in all their UK stores. We were pleased to be asked to produce and then install these.
Pretty Green, Liam Gallagher’s clothing range with a mixture of rock & roll heritage and a quintessential British flavour, opened its first international store in Japan on 29th June 2012 and Liam himself was in Tokyo to open the doors with a huge launch party. This arm of the business is headed by Kojo Kato, a well-known figure in the Japanese fashion industry. The store itself is situated in the popular Aoyama shopping district of Tokyo.
How we did it
All print and manufacturing of the graphic panels, window decals and exterior grade mesh drops used for the building wraps was carried out in our facilities in Milton Park. Before being shipped from the UK to Tokyo direct via dedicated air freight along with a shipment of that seasons garments.
We managed the whole process from interpreting the design brief and needs of the site, to the final installation across the stores in central city locations in the UK
We worked with the construction team in Tokyo responsible for the fit out of the store, and all dimensions were provided remotely. The accuracy of the site management team proved invaluable, as minor changes to the fascia and wall panels could be anticipated in advance of the installation in Tokyo.
When Carbon:Colour undertook the installation of the graphics for the new Pretty Green store in Tokyo two of our fitters, Callum and Paul joined the Pretty Green team to manage and install the graphics in what promised to be an extremely impressive store in the fashion heartland of Tokyo. The scale of the site proved something of challenge, and its sheer size required a significant amount of scaffolding to be erected to allow safe and secure access for the team.
Here’s a couple of pictures showing the scaffolding ready for the enormous graphics due to be fixed across the walls and windows. Then it’s on to the giant canvasses and wallpaper inside the store.
What made it most effective?
Carbon Colour has always focussed on the finite details of colour gamut, choice of final substrate and how a particular image will reproduce, all of which our clients appreciate but perhaps do not necessarily fully comprehend. Because we have a team of specialists who understand colour, and respect the aspirations of their clients we can offer a more intuitive approach. For us it’s simply not enough to just output a file and hope everyone will be satisfied that it’s as good as it can be. The added attention to detail offered by Carbon Colour is very much part of our ‘normal service’. We will always output a test strip twice for approval rather
Of the cover of SHORTLIST Magazine Liam Gallagher said “it was inspired by the psychedelic portraits of The Beatles taken by Richard Avedon in the late 60’s, which I’ve got hanging in my house. I wanted to create something that had the same vibe and also used the paisley logo that we created for Pretty Green.”