Sydney designers Song for the Mute (SFTM) revealed a unique immersive concept space based on the narrative of their latest collection, ‘19.2 Hunter’. A long-form story. A male and female cast. Seasons as chapters. Never one the same. Narratives told with exceptional fabrics and experimental process. Founded by Melvin Tanaya and Lyna Ty in 2010, Song for the Mute is the result of a long-term creative expression between two lifelong friends…
Sydney designers Song for the Mute (SFTM) revealed a unique immersive concept space based on the narrative of their latest collection, ‘19.2 Hunter’.
A long-form story. A male and female cast. Seasons as chapters. Never one the same. Narratives told with exceptional fabrics and experimental process. Founded by Melvin Tanaya and Lyna Ty in 2010, Song for the Mute is the result of a long-term creative expression between two lifelong friends.
Translating the themes of the collection into specific sensory experiences – through sight, sound, touch and smell - Song for the Mute worked in conjunction with creative collaborators to bring the first installation of its kind to The Rocks, which opened to the public for five weeks.
Presented by the Australian Fashion Council (AFC) as part of the ‘AFC Flagship’ initiative, the space on George Street gave the brand an opportunity to explore a new retail experience outside of their flagship store in Glebe.
“This is a special opportunity to challenge the traditional ideas of retail. It allows us to approach this in a progressive way, conveying our brand’s DNA and reaching new audiences through our specific way of story-telling.— Lyna Ty, SFTM’s Creative Director
Considering the olfactory interpretation of the ‘19.2 Hunter’ collection, a limited-edition collaborative scent was created by Kangaroo Valley wholistic skin care brand Lepaar, wildcrafted using organic and biodynamic ingredients, such as Eucalyptus, Pine and Arnica. A special run of 30 bottles of the scent were made available for sale exclusively at the concept space throughout the 5-week period.
Further collaborators included Hermetica Flowers, a contemporary florist based in Woolloomooloo. The team, headed by Jai Winnell, dyed a curated selection of native Australian flora over an 8-week period specifically for the concept space. The team created a special floral arrangement using the dried Australian native flora, with off-cuts used as part of the special-edition packaging for the Lepaar roll-on scent.
A 40-minute soundtrack, capturing the ambience of the Australian natural landscape, filled the space as the collection’s sonic interpretation created in collaboration with Queensland-based band Lastlings. Recently touring with Rufus Du Sol and fresh from their debut appearances at Coachella and Splendour in the Grass, brother-sister musicians Amy and Josh Dowdle created the track using field recordings and found sounds from the hinterlands of Southern Queensland.
“Over the years Lyna and I have developed a family-like relationship with brands, creators and musicians we share a mutual respect with. While each one has a unique voice, we all have the desire to create genuine experiences, and this opportunity with the Australian Fashion Council is the perfect platform to present our ideas to a new audience in our own special way.— SFTM’s Brand Director, Melvin Tanaya
To celebrate the partnership with AFC and opening of the concept space, exclusive ‘19.2 Hunter’ items such as t-shirts, bags and a limited-edition blanket were unveiled and only available throughout the duration of the opening.
Also featured were the ‘19.2 Hunter’ collaboration with New Era - SFTM being the first Australian brand to collaborate with the American streetwear icon.
© 2024 AUSTRALIAN FASHION COUNCIL All Rights Reserved
