UBA004 - Subcultures, Design, and Storytelling
The Power of Narrative to Connect and Inspire
Subcultures, design, and storytelling have always held a special place in my heart, shaping my identity, connecting me with like-minded individuals, and creating unforgettable experiences. As I delved into album art during my formative years, I was captivated by the visual worlds portrayed through record sleeves. From crazy illustrations of Jeff Wayne's War of the Worlds and Meatloaf's Bat Out of Hell, the rebelliousness evoked by The Pistols' Never Mind the Bollocks (RIP the icon Jamie Reid), and the provocative imagery of Roxy Music's Country Life these artistic representations ignited my fascination with the power of design and subcultures to convey narratives.
In the 80s, provincial punk and indie guitar scenes emerged, showcasing a rebellious spirit that defied the dominant metropolitan mindset. These subcultures emphasised the significance of regional identities in shaping cultural movements, and the fashion choices associated with them became symbols of their respective scenes. These unique looks became a language through which we express ourselves and connected with others who shared our passion.
In a world driven by the need for connections and understanding, storytelling has emerged as a remarkable tool for bridging cultural gaps and fostering meaningful relationships. Inspired by the subcultures, designs, and narratives that have influenced my own journey, I have embraced the art of storytelling to connect with audiences and breathe life into my projects. The stories I tell are not just narratives; they are threads that weave together insights and emotions, ultimately forming a profound bond with my clients and audiences.
Subcultures and designs are more than just aesthetics; they are the language of identity and expression. These subcultures have provided a sense of belonging and self-expression for those who identify with them. Whether it's the punk movement or the goth scene, these subcultures have developed unique visual languages that encompass fashion, music, and design. The designs and aesthetics associated with these subcultures not only reflect personal style but also serve as powerful symbols that connect individuals who share a common mindset. Drawing from my own experiences within subcultures, I understand the significance of these visual languages and their role in storytelling.
One fascinating aspect of subculture storytelling is the creation of club flyers. These visually striking and playful pieces of art serve as invitations to the underground scenes they represent used to love the art of Spiral Tribe and Fantazia flyers with their weird compositions to the graphics and cool typography and iconography of Cream, The Cross, Space to Metalheadz and later to Home and Fabric etc, tell stories about the people, places, and music that define a particular subculture. I appreciate the importance of club flyers in capturing the essence of a scene and connecting people with its culture.
London's club scene holds a special place in my heart, as it has been instrumental in shaping subcultures and fostering a sense of community among like-minded individuals. The alternative spaces, such as The End and The Blue Note, have provided a platform for emerging artists, musicians, and designers to express themselves authentically. Having personally experienced the vibrancy and diversity of London's club scene, I recognize the power of these spaces and the subcultures they nurture. Collaborating with DJs and producers like Dave Angel, Billy Nasty, and Andrew Weatherall has not only expanded my understanding of the club scene but has also forged lifelong friendships. Additionally, my collaboration with photographer Vincent McDonald, known for his conceptual pieces for Musik, has allowed us to capture the essence of our shared experiences through visual storytelling.
While we may not witness exact replicas of the subculture influences from the past, traces of indie aesthetics can still be found among today's youth. However, the current expression often combines elements from various subcultures, squeezed through a keyhole together. This blending of influences is a testament to the enduring impact of these subcultures and their ability to inspire new generations.
As I embarked on my own creative journey, I found myself drawn to feral collectives, starting labels, club nights, and starting Rosie Lee collaborating with brands like Nike and the irregular characters in and around Shoreditch at the time. Through storytelling, we were able to connect and weave narratives, threads, and insights into our projects. Whether it was working on football or sneaker launches, supporting running crews like Run Dem Crew and Track Mafia, or collaborating with our creatives and talented photographers, storytelling became the glue that brought our projects to life.
Storytelling became our approach to creating engaging narratives that resonated with audiences. We believed in the power of authenticity, grounding our stories in truth and reflecting the values and mission of the brands we worked with. By finding stories that featured real people and real experiences, we were able to create connections and foster a sense of unity.
Our work with Nike showcased the transformative potential of storytelling in the realm of sports and streetwear. From commemorating Arsenal's historic Highbury stadium by recreating a timeless team photo to celebrating Manchester United's 40th anniversary of their first European Cup triumph, we used storytelling to pay homage to the rich heritage of these clubs. Through captivating campaigns and immersive experiences, we engaged fans, showcased the brand's legacy, and created lasting memories.
Collaborations with Nike also took us to new heights, such as the immersive Air Max Day 2016 celebration. By creating an experiential exhibition space that traced the evolution of Air Max sneakers, we provided sneaker lovers with an unforgettable journey through the cultural impact of this iconic line.
Another standout project was the London release of Nike's Ten collaboration with Off-White, where we celebrated Virgil Abloh's visionary designs and inspired the creative aspirations of young Londoners. By redefining the traditional sneaker launch and inviting attendees to participate in engaging workshops, we created a dynamic environment where fashion, art, and education intersected.
Our work extended beyond Nike collaborations as well. StockXchange, an immersive cultural event we crafted for StockX, celebrated French street culture and fostered genuine cultural exchange. Through captivating installations and the involvement of influential figures from the world of French streetwear, we created an environment that bridged gaps and connected individuals from diverse backgrounds.
In the end, at Rosie Lee, we understand that storytelling was the heart of our work. It connects people, evokes emotions, and leaves a lasting impression. Whether it was through football activations, sneaker launches, or environmental initiatives, storytelling remained at the core of our approach. And as we journeyed forward, they continued to weave compelling narratives, connecting people, cultures, and ideas, and unveiling the extraordinary tales that dwell within us all.
Written by Mark