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Class of 2017: BA (Hons) Creative Direction for Fashion with Pik Wai Rusalka Luk


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Published date
14 June 2017

BA (Hons) Creative Direction for Fashion student Pik Wai Rusalka Luk talks to us for the Class of 2017 series. She talked to us about her time at LCF and the focus of her final project as well as what her hopes for the future are.

Can you tell us a little bit about yourself and the moment you knew you wanted to study fashion?

Since year 7 when I was still studying in Hong Kong, I have dreamed of being a fashion designer. I have always worked hard in art and creative subjects. Getting a chance to study in the UK from GCSE level secured my thoughts of specialising in art area. While studying art foundation, I changed my mind on developing in fashion design to fashion communication.

Talk us through your final project….

Inspired by the trend ‘experiential retail’ and my own interest in visual merchandising, my final major project is about a retail interactive experience at the NikeLab 1948 store. The project explores how new technology in fashion communication can be employed by fashion retail spaces, to enhance the physical retail experience and strengthen store identity. My project communicates Nike’s technological innovation and production mechanics in the NikeLab 1948 store. It also examines the potential of ‘mixed reality’ and ‘transmedia marketing’ in fashion retail specifically to enhance store identity, which I believe to be under-explored. The project entailed reinstalling the in-store displays in NikeLab 1948 ‘gallery’ and creating one of a series of seasonal ‘mixed reality’ experiences designed to emphasise Nike’s technology innovation.

What is the story behind your final piece of work?

VR is only commonly used in gaming and virtual catwalk areas, but I believe that there is a huge possibility to bring this technology into retail area. VR technology is developing and I expect that it can be applied to retail to increase the physical shopping experience, which is also why I wanted to look at this.

What techniques or theories did you use to create your final piece of work?  

I explored the possibilities of ‘augmented reality’ and ‘virtual reality’ to tell a fashion story. In terms of final outcomes, I will be producing three VR videos, an AR billboard invitation and an interior visualisation. In relation to that I have been using Cinema 4D to produce my VR 360 degree videos. Within the production, I used a 3D scanning programme to support the 3D elements, in this case three featured Nike shoes. Other than that, Blippar – an AR scanning application, has been applied to the AR billboard in order to produce the interaction. Moving on to the visualisation, another 3D programme – Blender and Sketchup, have been operated to achieve the video outcome.

Have you undertaken any work experience or done a placement whilst at LCF? 

In the second term of the second year, students from my course could choose to take on a work placement. I decided to take an internship, working for a trend forecasting company.

Have you met or been inspired by any speakers from the industry whilst at LCF?

In the first term of my final year, I attended a master class for visual merchandising. Carrie Mok, a visual merchandiser from Burberry was the speaker. Inspired by her knowledge and work, I established a clear path of what I want to do after graduation.

Describe your work in five words…

Innovative, experiential, investigate, inventive and imaginative. Don’t let the imagination expire.

What influences your style and work?

My main source of inspiration is from Pinterest and Vimeo. By looking at all sorts of production, it inspires me to create something with my own taste.

What are your plans for the future?

After graduation, I would like to work in visual merchandising, as I love the way that stores design their window displays. Creative Direction for Fashion is a broad subject that has allowed me me to try out different area of study. The final major project enabled me to choose the area that I wish to delve into, and gave me the freedom to produce what I want.

Have you heard that LCF is moving to east London? What do you think about the move?

I think it will be a good to have all the students from different areas of study, on the same campus, as it encourages further collaboration over different courses.

What do you think Brexit means for the fashion industry and studying in London?

Brexit affects international students that want to stay in the UK for work,  and makes it harder to get a job in the fashion industry. It also affects students especially international, to decide to stay or going back to heir own country for work.

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