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Exploding a demographic… semiotics applied
What do Gen Y and
Mr Topsy Turvy
have in common?
Why is Oscar Wilde’s
ghost walking
Adelaide’s streets?
What’s with all the
vulgarity? Why are Gen Y
coveting nanna’s
style?
OLD
TIMER
FU*K YOU
OSTENTATIONESCHERISM
SERENDIPITYDAPPERISMICARUS’S
FLIGHT
Gen Y through the looking glass...
BUBBLEGUM
CULTURE
The roots of Old Timer culture run deep...
Break-neck pace of technological change
1 2The imperative to be
original
Frustration with transience
Search for ‘timelessness’: fashion
that’s outside the obsolescence cycle
Mass market favours the ‘herd’
Mine the past for ‘one-offs’: carving out an ultra unique identity
Old timer has an industrial bent too...
Crates, steel girders, bare light globes, distressed
materials, visible decay. Modern shops leverage
symbols of urban decay...
OLD TIMER SIGNALS A YEARNING FOR MORE HUMANISED PRODUCTION... THE FRUIT OF TIME AND PROCESS
Mass produced, identi-kit culture is fuelling a yearning for imperfection and idiosyncratic uniqueness
Off the manufacturing line
Cheap, disposable
Carbon copies, homogeneity
Computerised speed, instantaneousness + precision
Death of the trades, computer-aided expertise
Man made, crafted
Built to last
Natural flaws yielding tangible character
Sense of process, a journey
Skilled craftsmen
Escherism puts a kaleidoscope to Gen Y’s eye...
See the world through a new lens
1 2Adhering to their
rebellious transgressivelaw
A wealth of fresh experiences and
encounters in a safe, hum drum environment
Turning the world around them upside
down
Bubblegum culture is Gen Y’s attempt to feel more acutely...
Gen Y culture obsessed with visual representation of
moods (emoticons)
A need for exaggerated, even crystallised expression
Each emotion manifests to bursting point
Hyperbolic, utopian landscapes: debauchery, sex,
heavenly, candyfloss perfection
Larger than life experiences
Bubblegum culture is the antidote to modern life anaesthesia
... GFC fear mongering, nanny state “thou shalt” protectionism, and a society in love with rules and regulations...
All serving to suffocate creativity, play and the capacity
to feel
But exaggeration is also essential in an era of hyperbole...
Bubblegum Culture allows for fresh, invigorating, intense experience against a backdrop of sensory saturation
bolderbrighter
Dapperism represents an emergent shift in masculinity...
A new gentrified expression of masculinity is emerging...
...Rebelling against the bogan, beer swilling, topless surfie alpha male norm
...and the emergent skinny jean wearing, man-bag touting, feminised masculinity fringe
...it’s a return to traditional tailoring, grooming, fedora and brogue-wearing, trimmed
moustaches, leather watch straps, and gentlemanly countenance...
In an era of automation and regulation, serendipity throws a fat dose of surprise into the mix...
Pop up retail: here today, gone tomorrow
Music recommendation for serendipitous discovery
Niche clothes finds never to be repeated
Bird symbolism has powerful cultural significance...
Icarus’sflight from
Crete
Phoenix from the
ashes
escapeliberation
resurrectionreinvention
Cultural link between heaven
and earth
transcendence
FOR A GENERATION FIXATED ON REINVENTION AND THE TRANSGRESSION OF RULES AND NORMS, BIRDS ARE A NATURAL MASCOT