Absence of the Queen of Punk Alternative story for Vivienne Westwood at St Paul’s Cathedral.
Vivienne Westwood is one of the last independent global fashion houses in the world. At times thought provoking, it exists to produce more than just clothes and accessories. Brand storytelling sets Vivienne Westwood up as the revolutionary iconic punk activist figure - mythological persona, the queen that underpins the brand; female ruler superior to her beloved customers that admire, celebrate and follow her. My alternative narrative „Absence of the queen of punk” explores what would happen if we removed the queen.
Space 1: Experience Queen’s absence.
When you enter St Paul’s Cathedral, you are welcomed by a pitch-black space where you cannot see much. You hear gentle footsteps and doors closing, all combined to make you anticipate someone’s arrival. The red light starts appearing and getting more intense, and it moves your attention to a majestic throne on a high platform depicting Westwood’s logo.
The light continues to guide you to the face of the person sitting on the throne when you realise no one is sitting there. Suddenly, the dress projection appears high on the empty throne. Following the moving projection, you discover the stairs hidden just around the corner. Visitors can go up the stairs and walk around the throne. The rationale behind people being able to access the platform was to give power back to them, walk on the ring that symbolises the future, become the future and allow them to experience the absence of the queen and see the world from the queen’s perspective.
Space 2: Use your voice. Create the future.
Walking down the platform, you follow the dress fabric projection. It takes you to the next space, a huge fabric installation that starts as a blank canvas for the brand's audience. It's a self-made installation with the fabrics hanging down from the ring structure that returns to the idea of being the future. You no longer follow the cult of personality of the designer Vivienne; you are your own creator, the main character. It allows you to create your own narrative by writing, painting and spray painting your thoughts, dreams, ideas, and ideals and sharing them with the community. While freely expressing yourself with other visitors, you suddenly realize that the mannequins are not just mannequins but performers dressed as them. They start interacting with you, and after a few minutes, they invite you and take you outside the building.
Space 3: Celebrate the future.
When you exit St Paul’s you realise that, in fact, you were painting all over the cathedral. You are taken aback and surprised by the scale of the event. You no longer have to subscribe to rigid rules; you started your journey of finding your voice. You join the carnival crowd of other brand lovers and performers to celebrate the future you all created, and you continue to cherish the moments with people who are now part of your community. You take over the streets of London and share your values with the world.
Storyboard