Options:
- The Mill Lush Spa film - the visualisations of the physical responses to the Lush spa treatment, turning biometric data into art
- Alice in Wonderland - the spa day experience is based around through the looking glass, the aromatic oils are in the glass bottles with labels
- Wreck this journal - element of interaction and perceptual differences for the audience to explore
- Information is beautiful - a more scientific approach of the statistics behind the spa treatment and why it was established
The Mill+
"The Lush Spa Experiment was designed to capture biometric data. This data drove a series of unique and meditative visualisations, which mirror the multisensory experiences of a Lush Spa treatment. The film is an artistic rendition of the body’s response to the spa treatment.
Showcased for the first time in its entire length at this year’s Creative Showcase, the exclusive experiment transports viewers inside a spa treatment. The visuals look to highlight that it is not only just by touch that escapism can be realised, but also by smell and sonically, through the orchestration of music. The film represents that fully immersive experience.
Lush lead creative Tom Griffiths explains: “How does one visualise let alone communicate such a personal and internal multi-sensory experience of our spa? This was the challenge. To do justice to the immense skill, development and attention to detail our treatments undertake. In response we created a film that sets the raw data free, providing a visual representation of the bodies natural response to Lush Spa.”
Working with Mill+, the team engaged in a lengthy R&D process to capture live sensory data from a Lush treatment. Measuring the impact on the mind and body, specifically changes in heart rate, brain activity, muscle movement, sense of touch and breathing.
The team constructed a bespoke technical methodology which collates this biometric data and transforms the recordings into CG representations of the multi sensory experience. Each type of measurement has a unique set of visuals to demonstrate the transformative nature of a Lush treatment.
Mill+ Creative Director Carl Addy comments, ‘The data captured was fascinating. It shows a clear correlation between the treatment and the subject’s biometric response. You can actually see the moments when a sound or touch elicited a shift in brain wave which then triggers a reaction in breath and heart rate.’ "
The imagery created would be good to include as part of the Lush publications because they are created based with the sole focus on the physical reactions to the treatments themselves. These could work well as front covers etc.
Alice in Wonderland
As a large amount of the spa day experience is based on Alice in Wonderland in terms of the props and ways in which things have been designed. The images show the different illustrations that have been done based on the film, helping me to establish to most important parts that people associate with the film itself. The description of the spa day and various reviews mainly focuses on the use of the glass bottles, so these will be the main things
Wreck this journal
As synaesthesia is about the different ways in which people perceive the things around them this style of book would work well because it would let each reader to respond how they thought best. This is something that may work better for a publication that is more about understanding synaesthesia as opposed to the selling of a companies experience package. It would be interesting to have some interactive elements, but this would not work for the catalogue at the end of the experience because it would be a singular copy that would be seen my more than the one person.
Information is beautiful
'Information is beautiful was founded by David McCandless, author of two bestselling infographics books, Information is Beautiful is dedicated to helping you make clearer, more informed decisions about the world. All our visualisations are based on facts & data: constantly updated, revised & revisioned.'
'Data, information, knowledge: we distil it into beautiful, useful graphics & diagrams.'
As the beauty industry is based on scientific data to develop the different products and treatments to ensure that there are no complications etc. this more formal approach would be appropriate to use as the visual influence for the publications. The subject of synaesthesia however is fairly personal and although there are a lot of statistics surrounding the condition, it fairly subjective and different for each person who has it. It would be hard to represent any of the information in a categorised way because although artists have tried to visualise the different perceptual experiences, it is still known that these are still not exactly how those with synaesthesia experience things.
Final decisions:
The initial visualisations that could drive the overall appearance of the book all would work well to enhance the information that is in the book, but the ones that would work best are 'The Mill' and 'Alice in Wonderland'. The mixture of these two would be good as the images could be used to support the information that doesn't have it's own artist artwork and then the illustrations could be Alice in Wonderland inspired so that certain elements could be emphasised.
I think it is important to include the two as part of the theme because they are both big driving forces behind the Spa Day itself. the reviews from the customers who have attended the spa day all mention the Alice in Wonderland small decorative touches as a big part of the pleasurable experience and then in terms of the mill this would be nice to include because they are visually pleasing but also hold a lot of relevance and when understood are very interesting (visualising the experience of the massage).
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