London – Acclaimed set designer Clementine Keith-Roach reveals some tricks of the trade in a short film for AnOther magazine.
The designer was commissioned to create an ‘art attack’ but chose to twist the brief into a ‘set design attack’ to show off MCM’s latest bags, including its playful burgundy robot bag, against an intergalactic backdrop. In the video, a pair of hands dresses the set with items such as gold nail polish, salt and a hairdryer, creating an otherworldly effect from everyday items.
With its 1970s elevator music and retro robots, the film is a whimsical representation of a luxury brand. ‘I think in our throwaway world, luxury is about quality and perhaps we associate good quality with a past time where things were made well, to last, to stay precious,’ Keith-Roach tells LS:N Global. ‘I think brands should be looking at the future to communicate the luxury of their products, new material technologies and possibilities, and in a modest way I felt our MCM video combined a nostalgic and futuristic vision of luxury.’
Robots in Space is a breath of fresh air in a sector that often relies on past narratives. For more ahistorical approaches to marketing, read our Anti-authenticity Marketing macrotrend.