Reflection of Fictional Space Design on Fashion Brands: The Case of Balenciaga Afterworld Video Game

Authors

DOI:

https://doi.org/10.53463/inda.20220130

Keywords:

Fictional space, fictional design, fashion brands, video games, metaverse

Abstract

Fiction is the realization of a dream in a concrete or abstract medium. This action is formed by the design of fictional space in architecture. Some spaces used in fashion brands are examples of fictional space design. Brands reflect the philosophy of life they give to the individual with their identities, both on the products and on the presentation of the products. It is aimed to be a preferred brand with a positive effect on users. The spaces belonging to the brand are shaped by fictional narration and guide to this goal. Sensory perceptions of fictional spaces affect individuals positively and provide a bonding institution with the brand. With the developing technology, fictional spaces are designed on the digital platform and a gamified experience is offered to fashion brands. The venues in the video game "Afterworld", designed for the 2021 fall-winter collection of the Balenciaga brand in the fashion industry, which is considered to have a high creative power, considering the corporate identity expression, recognition and impact level, were examined. In the study, the reflection of the fictional spaces in fashion brands, which are handled with the qualitative research method, on the space design by creating an experiential positive effect has been investigated.

Downloads

Download data is not yet available.

Author Biography

İsmail Emre Kavut, Mimar Sinan Fine Arts University

Assoc. Prof. Dr., Mimar Sinan Fine Arts University

References

Demirel, E. (2004). Mekân kurgusu. Mimarlık dergisi. Erişim adresi: http://www.mimarlikdergisi.com/index.cfm?sayfa=mimarlik&DergiSayi=27&RecID=320#

Göçmen, P. Ö. (2016). Görsel hikâye anlatımı bağlamında basılı reklamlarda fotoğraf kullanımı. Gazi Üniversitesi Sanat ve Tasarım Dergisi, 17, 91-105. Erişim adresi: https://dergipark.org.tr/

Günal B. ve Nur E. (2007). İnsan-mekân iletişim modeli bağlamında konutta psikososyal kalitenin irdelenmesi. İTÜ Dergisi, 6(1), 19-30. Erişim adresi: http://itudergi.itu.edu.tr/

LeSavage, H. (2020, 7 Aralık). Balenciaga released ıts latest collection through an original video game. Retail brew. Erişim adresi: https://www.morningbrew.com/retail/stories/2020/12/07/balenciaga-released-latest-collection-original-video-game

Heskett, J. (2013). Tasarım. Ankara: Dost Kitapevi Yayınları.

Fashionweb. (2020, 6 Aralık). Balenciaga created a video game for their fall/winter 2021 presentation. Erişim adresi: https://fashionweb.io/blog/004-balenciaga-video-game-ss21.html

Kavut, İ. E. (2019). Technological effects in fictional space; computer games and cinema case. International Journal of Advanced Research and Review, 4(11), 63-71. Erişim Adresi: https://www.researchgate.net

Intravaia, L. (2020). Discover afterworld: the age of tomorrow, the video game of balenciaga. Erişim adresi: https://boudoirnumerique.com/magazine-en/discover-afterworld-the-age-of-tomorrow-the-video-game-of-balenciaga-59275

Mesher, L. (2013). İç mekân tasarımında mağaza tasarımı. İstanbul: Literatür Yayıncılık.

Kassymov, N. (t.y.) Metaverse. Erişim adresi: https://alahausse.ca/tag/metaverse/

Neira, J. (2020, 9 December). Balenciaga created a video game for its fall 2021 collection, here's how to play it. Designboom. Erişim adresi: https://www.designboom.com/design/balenciaga-afterworld-the-age-of-tomorrow-video-game-12-09-2020/

Neumeier, M. (2003). The brand gap. Indianapolis: New Riders Publisihing.

Oylum, N. Ç. (2014). Marka-iç mekân ilişkisinin tüketim kavramı ve hizmet sektörü çerçevesinde değerlendirilmesi. İstanbul Ticaret Üniversitesi Fen Bilimleri Dergisi, 13(26), 61-71. Erişim adresi: https://www.proquest.com/

Öztekin, M. (2022). Kişisel görsel arşivi

Öztekin, M. (2018). Moda markaların kurgusal vitrin tasarımı (Yüksek lisans tezi). Erişim adresi: https://tez.yok.gov.tr/UlusalTezMerkezi/tezSorguSonucYeni.jsp

Öztopçu, A. (1989). Kurgusal mekân (Sanatta yeterlilik tezi). Erişim adresi: https://tez.yok.gov.tr/UlusalTezMerkezi/tezSorguSonucYeni.jsp

Park, S. Y., Lee, Y. K. ve Lee, M. A., (2021). Types and Experiential Value of Fashion Mobile Play- Focusing on Play Theory. Journal of the Korean Society of Clothing and Textiles, 45(1), 73-93. https://doi.org/10.5850/JKSCT.2021.45.1.73

Solomon, R. M. (2018). Consumer Behavior, Buying, Having and Being (12th ed.). Pearson Education.

Söğüt, A. (2020). Covid-19 pandemisi sonrası normalleşme sürecinin sürdürülebilirliğe etkisi. (Ed. Ali Kılıçer), Mühendislik ve Mimarlık Bilimlerinde Güncel Araştırmalar. Cetinje: Ivpe Yayınları.

Söğüt, A. (2013). Mobilyanın endüstriyel boyutu ve insan üzerindeki psikolojik etkisi. 3. Ulusal iç mimarlık sempozyumu mekân tasarımında endüstriyel boyut bildiri kitabı (268-276) içinde İstanbul: Ulusal İç Mimarlık Sempozyumu Yayınları.

Yalçın, Ç. (2017). 1980 sonrası bilim kurgu filmlerinin kurgusal mekân üzerinden örnekler ile analizi (Doktora tezi). Erişim adresi: https://tez.yok.gov.tr/UlusalTezMerkezi/tezSorguSonucYeni.jsp

What Balenciaga's Afterworld: The ge of Tomorrow tells us about the future of fashion. (2021, 5 Mart). Erişim adresi: https://www.unrealengine.com/en-US/spotlights/what-balenciaga-s-afterworld-the-age-of-tomorrow-tells-us-about-the-future-of-fashion

Video oyunu (t.y.). Vikipedi içinde. Erişim adresi: https://tr.wikipedia.org/wiki/Video_oyunu

Windsor, S. (t.y.). Balenciaga - afterworld: the age of tomorrow. Dimension. Erişim adresi: https://www.dimensionstudio.co/work/balenciaga-afterworld-age-tomorrow-volumetric

Published

2022-12-11

How to Cite

Öztekin, M., & Kavut, İsmail E. (2022). Reflection of Fictional Space Design on Fashion Brands: The Case of Balenciaga Afterworld Video Game. Journal of Interior Design and Academy, 2(2), 137–148. https://doi.org/10.53463/inda.20220130