Dedicated is a Swedish street wear brand that focuses on sustainability and unique design featuring artists from around the world. There are several stores across Europe (Copenhagen, Goteborg, Bremen, etc.) and their UK store has opened in 2013 in Guildford, Surrey.
In December 2016 I got the chance to design a wintery window sticker for Dedicated to dress it up the UK store for the season. My concept was an unconventional ‘winter wonderland’ design that stands out from the crowd of traditional Christmas/winter motives. It also had to be versatile enough to stay up even after the holidays.
My vision was a white paisley (bandana) motive that resembles ice flowers smoothly appearing on windows on frosty days. I also wanted it to turn into a surreal, artsy world higher above to reflect on the brand’s profile which is artistic and playful. I was given two guidelines: not to make it too feminine and incorporate this season’s slogan ‘good vibes only’ in it.
First, I measured the shopping windows very thoroughly. I had to take it into consideration that the motives cannot cover the mannequins nor the poster that is hanging from the ceiling and they have to flow around the metal structure that the automatic door runs in.
I started designing the sticker at the bottom with transforming a regular paisley motive into this icy, snow flaky, plantlike pattern. As I went higher, I sneaked in some strange creatures and odd details but used elements from the original motive to prevent the whole composition from falling apart.
art from scratch 