WOULD YOU CHALLENGE BEAUTY NORMS WITH HIGH HEELS IMPLANTED INTO YOUR FEET?
This Exhibit Wants You to Consider It
Year: 2018
Client: Self-Initiated
Role: Experiential Artist, Director, Designer, Producer, Social Media Manager/Content Creator
Artists: Simon Huck, Spencer LaVallee, Caitlin Starling, Neely Lisk
Production: DE-YAN, Ghost Experiential, The Factory NYC, Standard Transmissions, Leapstarr Productions
Project Duration: 6 Months
A. Human was a theatrical experience, product and social experiment that launched during New York Fashion Week. Challenging perceptions of beauty and body image, it explored futuristic self-expression and the freedom to be an individual in a media-driven society.
Imagine eyelashes that move of their own accord, back filaments that glow, and matching hearts you can design for you and your lover. This is the world of A. Human.
The sold-out experience featured a 750 sq. m showroom in Soho, Manhattan for three weeks and extended its presence into digital, social media, and press across fashion, pop culture, and entertainment.View the social campaign and art direction. ↓
10+ B
Global Media Impressions
270+ M
Social Media Impressions
130+
Features in print, digital, and broadcast, including Vogue, Vanity Fair, W Mag, Artnet, V Magazine, iD, ELLE, WWD, L'Officiel, Hypebeast, Today, E! News, and many others
EARNED MEDIA
A. Human appeared as a challenge on Project Runway ↓
“Words like freakish and nightmarish were being used to describe Kim’s new accessory. If something is not the norm, it can’t be admired for its unique beauty. But that’s why projects like A. Human should be celebrated.”
As guests entered the space, a message from A. Huxley, founder of A. Human, was projected on an 8m x 4m wall. The two rectangles at the end of the video outline the entrance. ↓
A. Human Door Entry Script
Announcer:
And now, a message from our founder.
Voice of A. Huxley:
When I founded A. Human, I never dreamed so many of you would share my passion and curiosity for the adornment of the human body. But with your unwavering support and your eagerness to explore what it means to be you, our company has struck out into new territory.
Beyond these doors is my most personal collection yet, no detail overlooked, no expense spared. Please take your time, explore, and ask: what if? To my returning clients, welcome back, and I hope you enjoy our newest offerings. To my first-time guests, I humbly offer this advice:
Keep an open mind. You may see things you have never imagined, and that may unsettle you in the beginning. If at any time you need assistance, our A.Human associates will be happy to help.
Be bold. Dare to explore. Leave the rules of what it means to be “human” at the door. And remember…
I am myself, and nobody else.
Fake bodies and live actors with special effects makeup blurred the line between fantasy and reality. Uniformed associates helped clients choose modifications for future self-expression. ↓
Inspired by Frank Lloyd Wright and nature, we used lush plants and soft mulch underfoot. The aesthetically curated set was also perfect for selfies.
Set Design Art Direction
Did You Know
Silicone prosthetics need to be replaced periodically when used with body heat and a constant light source. For the duration of the day, various actors take turns wearing a new application of prosthetics every few hours.
Clients were encouraged to “try on” modifications and be creative in the fitting rooms. View more on A. Human’s Instagram. ↓
Inspired by Alexander McQueen and Guillermo del Toro, we focused on fantasy and nature rather than horror. Our prosthetic designs incorporated elements like orchids, spider webs, sea shells, and barnacles.
Prosthetic Art Direction
The lookbook appeared in Vogue, Designboom, Insider, Snobette, Harper’s Bazaar, Huff Post, the Cut, Paper Magazine, Nylon, and many others. ↓
↑ A. Human Corset SS19
Give the temple of your body an architectural makeover. Cultured keratin combines with intricate engineering to gird you in flexible, supportive armor.
↑ A. Human Empress SS19
Embrace your delicate side with lace-like finger webbing, designed to be both durable and ethereal.
↑ A. Human Heart SS19
Internal. Private. Romantic. For the first time ever, customize what's inside. Honor yourself, or share the most intimate experience of all – a bespoke heart, matched to or designed in coordination with those closest in your life.
↑ A. Human Nautilus SS19
Embrace your golden ratio with this chambered platform. The biological heel series reshapes the foot into beautiful, nature-inspired drama.
↑ A. Human Ursula SS19
Enchant and entice with dramatic bioreactive gemstones and cultured keratin that evoke deep sea treasure. Design and placement can be customized to your unique vibe.
Our makeup team were winners and contestants of a competitive prosthetic makeup show, “FaceOff.” Their work has been seen in The “Walking Dead,” “The Avengers,” “Guardians of the Galaxy,” “Captain America,” “The Hunger Games ” triology, etc.
Did You Know
The website lets clients customize a unique A. Human heart to wear on their sleeve. In-store merchandise included tote bags for modifications, special towels for post-procedure care, and edibles (candy) to relieve muscle soreness from body modifications.
Collaboration & Communication
We collaborated with over 50 artists worldwide, designing prosthetics in Atlanta, concepts in Osaka, and the website in Lisbon. Each artist received a tailored brief, but we held frequent discussions to ensure that the artists were satisfied with their contributions while being on-brief.
Learnings
Despite the hype, retention was low. We addressed this by adding curtains, updating the music, and sharing Instagram-worthy spots. For future projects, we would to downsize the space to cut costs on rent, security, and set design.
Post-Launch Culture Report
Fecal Matter, a design duo who is known for their transhuman looks, launched a pair of $10,000 skin heels and a beauty routine collaboration with Vogue’s Extreme Beauty. While minimal prosthetics in fashion are nothing new, Vogue has only recently started embracing the truly shockingly avant-garde.