Client — Smyle
Smyle is a creative agency that designs live events and digital experiences.
Brief—
Create a socially-engaged holiday installation in the Smyle windows and lobby to promote the company and give back to the Islington community. The target audiences are pedestrians, employees, and clients.
The Location
Islington High Street and Pentonville Road in Islington, London.
LOCATION INSIGHTS
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The crosswalk gives the pedestrians additional time to look at the Smyle window.
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The pavement provides an excellent opportunity to grab the pedestrian’s attention.
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Given the central location and proximity to transportation (i.e. Angel Tube Station, bus stops, etc.) Smyle has a large potential audience.
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The curve in the Smyle window creates another sightline for pedestrians walking.
See me, maybe?
(Action Research)
INSIGHTS
Pedestrians passing by tend to notice and engage more with:
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Experiences or objects which spark and drive curiosity.
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Movement, brightness, and signs placed directly onto the pavement.
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Objects or actions which are effortless, intuitive, and also familiar.
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Objects which create a personal connection or personal motive.
DEMOGRAPHICS
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More than 230,000 diverse people living in Islington.
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Islington has the highest population density of any boroughs in the UK.
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Islington has the highest proportion of residents aged 20-39.
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Some of the most expensive properties and wealthiest people in the UK, yet a great many residents are struggling to survive on low incomes.
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A fifth of households is workless or income deprived.
Islington ranks 5th highest in London (out of 33 boroughs) and 8th nationally (out of 326 boroughs) for estimated risk of loneliness and isolation. It is likely that the true level of loneliness is much higher.
ISOLATION RATIONALE
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The Smyle window is disconnected to the pedestrians' passersby.
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Smyle has a previously established relationship with IslingtonMind.
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Isolation is an important matter specifically to the Islington community.
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Islington community members identified ‘isolation’ as a key issue.
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Isolation and loneliness is especially prevalent during the winter holidays.
The Campaign
Create a ‘wave chain’ among Islington neighbours, encouraging connection and positive change. Additionally, identify isolation and loneliness as a key issue within Islington and inform the local community.
The Proposal
Team Members
Kriti Agarwal, Mary Doyle, Haruyasu Yanagi, Mandy Liu,
Margarita Voyatzi, Haehyun Park
Collaborators
Smyle, Georgia Jacobs, Islington Neighbours, CSM Staff and Students, UAL Loan Store, Chris Liu, CSM Film Studio
