I’ve had the opportunity to create spaces that don’t just live in print or screen. For the No Bull Cause, I’ve realised how important the setting was for the sale and marketing of the product. I began to experiment with the retail experience. Can I sell clothing in an art gallery setting?
Physical Spaces
The Gift Shop Exhibition
This was my first solo exhibition I wanted to flip the idea of a gift shop on its head. The shop at the end of the exhibition is so engrained in the experience of art galleries and museums the I wanted to poke fun at it. The Gift Shop Exhibition is actually 90% gift shop and 10% gallery, the No Bull Cause clothes being the only product sold in the gift shop. For the gallery portion of the exhibition, I asked my dad to paint something. He put a new spin on the famous Andy Warhol Cambell’s Soup Cans. It was the first thing you see when you enter the space, then you are hurries off to the gift shop and then the exit.
I was working with an 11 meter wall and I wanted to cover it top to bottom with T-shirts, displaying them as if they were art, people could pick them off the wall and buy them there. I also displayed some small, collaborative works completed by my dad and I, as well as the silk screens and books.
The exhibition Opening night at the Changing Room Gallery was a success and the exhibition was held for a week before being featured alongside Inro, After ANZ and Textile Recyclers Australia for 2024 Melbourne Fashion week, at the same venue.
Alleyoop Concept
Alleyoop is a sustainable community space in Cremorne founded by Tim McNamara in association with Taboo Creative Agency.
Tim got in contact with ZeroTag to display the concept in the space. He also wanted me to come up with a window display concept. I worked with him to create a 7 window display featuring hundreds of plastic bottles sourced from offices in the area. The bottles progressively fill the windows, squashing the type and decreasing its kerning. This represented the way that plastic and waste suffocates.
Unfortunately, due to the local council, we were not able to display the installation. I did however design ZeroTag’s display inside and I helped Tim get in contact with other sustainable businesses like Into Carry.
No Bull Cause Store Concept
The No Bull Cause Store is the concept for a workshop, clothes deposit and retail space. It achieved a merit at the 2024 AGDA awards.
I 3D modelled and rendered the store using Adobe Dimensions, not a typical choice and not one I would necessarily recommend but the results were as expected.
The store featured recycled and repurposed materials throughout and offers visitors a view into where the clothes are made through windows at the back. Customers can come in with their unwanted clothing and choose a design from the wall to be added on. It’s printed while they wait and given back to them ready for a new life, kind of like a tattoo parlour for clothes.
No Bull Cause Pop-up and stalls.
No Bull’s business model, as of 2024, revolves around markets and pop-ups. It’s primary objective is to re-love old garments, its second, to be known and seen and third, to sell.
