Collaboration is a term we often hear today. Collaboration itself is a movement between two or many entities working on something together. In this digital era, technology seems to be in our hands. That’s what Sulla Home and Imaji Studio are trying to do. Pulling back the time right before Covid-19 limits all activities, these two brands agreed to work together to create a collection consisting of bedding sets, home wears and sleep wear. This collection will feature new natural color motifs from Imaji Studio, which will be combined with the softness of Sulla Home fabrics.
(Story, T. (2020). sulla home x imaji studio introduces the art of elevating sleep through miboso exhibition march 11th 2020. Retrieved 10 August 2020, from https://www.thedesignstory.com/blog/news/sulla-home-x-imaji-studio-introduces-the-art-of-elevating-sleep-through-miboso-exhibition-march-11th-2020)
In order to launch this collaborative collection, they are presenting a spatial experience that elevates the values of Indonesian art, architecture and culture. This exhibition is intended to make each visitor use their five senses (hearing, sight, taste, touch, smell) and it is useful for enhancing the harmony of mind, body and spirit which has the most important essence in maintaining sleep quality. Interestingly, Apart from the collaboration of the two, this event will also present a series of artists whose names are already familiar. They are Dua Studios (Dimas Satria and Ardy Hartono), Prabumi (Muktito Adhitya), Ivan Reyhan, and the last one is Fishtank Theory.
For Dua Studio, they presented an installation that will respond to space by using materials from Sulla Home and also Imaji Studio. This idea arises from various questions that exist about how we fall asleep, how we stay asleep, how our body and mind relate to when we sleep. Then when the idea emerged to use existing materials from Sulla Home and IMAJI Studio, the questions evolved into how to combine various types of fabrics, from color, texture, and quantity, into a single story that responds to these questions. The fabrics from Sulla Home and IMAJI Studio will be arranged in such a way that each layer will create a distance that can attract visitors to feel the characteristics of each fabric.
They interpret mind, body, and soul in three different colors. The color that is very close to everyday life is the color of the evening sky before the night combined with white as a symbol of human balance. By combining light dynamics with minimalist colors, it aims to create a serene and peaceful visualization. This installation is also added with the aroma of essential oils that is soothing and calming.
The event opened with a Javanese dance performance, which was then followed by a sharing session on the importance of sleep. This collaboration wants to encourage each individual to have a good quality sleep where according to reset; sleep can have a big impact on our well-being.Not giving yourself enough sleep is a gesture that represents a lack of self-love. Sleep is the simplest self-care act and can affect our mood throughout the day.
Overall, it can be concluded that there are still few fashion industries that carry the theme of well-being for their product. In fact, ollaboration can create new innovations and have a beneficial impact on many people. Fashion is not just about sales, but every product must have a story and benefits for its users. As entrepreneurs, we must be able to create a marketing strategy as attractive as possible. One that we can exemplify is making installations such as a collaborative Sulla Home and Imaji Studio where we can interact directly with visitors, learn their characteristics and provide a different experience for them.
(Imaji Studio x Sulla Home: When fashion meets well-being — The Finery Report. (2020). Retrieved 10 August 2020, from https://www.thefineryreport.com/articles/2020/3/17/imaji-studio-x-sulla-home-when-fashion-meets-well-being)
Bibliography:
Purwatama, A. (2020). Sebuah Kolaborasi dari Sulla Home X IMAJI Studio | Siasat Partikelir. Retrieved 10 August 2020, from https://siasatpartikelir.com/sebuah-kolaborasi-dari-sulla-home-x-imaji-studio/
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