theMSLAN x ReflexDesign theKEEPER Pop-up 装置快闪

theKeeper - theMSLAN2019 超现实主义故事

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2018年，我们联合厦门设计师服装品牌theMSLAN，共同创作架空世界观的「theKEEPER」故事：人类的生活充斥着万能的合成物，超市货架上有可口的速食胶囊，罐装的液体纸巾，和一些类似压缩饼干的移动电板。蜂群，羊群，花朵，树木和鱼群，过去伸手可触之物，被限定存活在独立的稀缺地带，由五种身份古老的职人进行守护。

该项目不仅是一个品牌的营销，更是对时间、资源与有关“失去的价值”的探讨。以「theKEEPER」为主题，我们为theMSLAN2019年春夏时装周，创造了超现实主义电影般荒诞的概念场景。在更为深入的联名合作中，我们基于宏大的故事背景提出了Total Design「全设计」的创作逻辑。

theMSLAN团队开启系列核心服装产品的开发，我们负责构建完整的视觉系统和体验装置。通过推出Pop-up装置快闪，限量版联名产品，策展等多样化的主题联名创作，抽象的「theKEEPER」世界落地为真实可触的实体空间，人们在展览中进入未来，观看这些不可再生物品的活性时态，感受“失去的价值”所带来的生活启发。

In 2018, we collaborated with a designer brand TheMSLAN from Xiamen and created the story of 「theKEEPER」 that is beyond the conception of world: there are composites everywhere in human life, delicious fast-food capsule on the shelf of a supermarket, liquid tissues in a can and some mobile electric boards like compressed biscuit. Bees, sheep, flowers, trees and fish, all those touchable things were limited to exist in the rare and independent zones and protected by five ancient keepers with different identities.

This project is not only a brand marketing campaign, but also a conversation on the “lost value” of time and resource. Based on the theme of 「theKEEPER」, we created a surrealistic movie-like absurd concept scene for TheMSLAN Fashion Week Spring/Summer 2019. Furthermore we created a creation logic of 「Total Design」 based on the massive background in the deeper collaboration.

TheMSLAN team started the development for key apparel collections and we oversaw the building of the holistic visual system and experience props. By launching the pop-up props, limited edition collaboration products, planning for shows and all the other diversified collaborative creation under the theme, the abstract concept of 「theKEEPER」 became real solid space that is touchable. People can enter the future and see the active status of those nonrenewable things and be inspired the “lost value” in life.

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Client the MSLAN
Service content planning, graphic

Creative Director 蔡仪
Art Director 卡卡

Interior Designer iso50