Honest Expression
By ANNA DECOENE
In a world of monologues, New Optimist opens their atelier for co-creation with the customer. As a response to society, the brand creates space for social interaction and unique craft in their Honest Atelier – opening up a dialogue.
2033 – the world of monologues
As a brand, New Optimist wants to challenge the status quo with their actions. In 2033, we’re living in a world founded on solidarity, but overtaken by individualism. In this world, people have become walking monologues – who keep trying to one-up each other by displaying their amazing personalities, often stripped down and fabricated.
As a response to society, the brand creates space for social interaction and unique craft in their Honest Atelier – opening up a dialogue.
The Honest Atelier
What makes this Honest Atelier so Honest? Next to the fact that all materials used are overstock from previous New Optimist collections, and letting the customer be in charge of their own production makes it for really slow fashion… It is the social interaction woven through the customer journey that allows for honest dialogue.
The design process of the atelier – which is done by the customer and assisted by a New Optimist Expert, is done through the following tool: Design Journey – A New Optimist Game.
Design Journey: A New Optimist Game
Within this game, the two afformentioned players form a team and facing each other work their way across the board. View the How To Play book here:
Away from masks and monologues, the two players engage in deep dialogue that not only decrease anxiety levels, but allow for a trusting connection. The format of the game make the customer more comfortable being vulnerable. When these barriers have been broken down and with a personal design ready to be made, they enter an openspace atelier where they can all craft together.
Going back to real human connection and physical craft, New Optimist again proves the need for a more Social, Local and Circular world. Flip through the Honest Expression Concept Book right here:
