Contents
Concept
Customer Profile and Product Assortment
Press
Featured Charity, Dress for Success
Future Goals
Team Resources
Photo: Yvonne Taylor

Concept
Bottom of page: Visitors at Numark
Gallery in Washington, DC enjoy a
multi-faceted environment with art-
work, cocktails, music and the allure
of On Lokation’s latest styles. Photos:
Jati Lindsay
Potential partners include spas, salons, modern furniture retailers, cosmetic
On Lokation represents a new age concept of retailing that bridges all
elements of style and design. It is a cross-marketing vehicle that develops companies, design or fashion magazines, and alcohol sponsors. Choice
partnerships with corporate and independent companies who embody the companies include the Kimpton Group, the Morgan’s Hotel Group, MAC,
similar styles and aesthetic values. On Lokation is a lifestyle driven men Smashbox Studios, Zinc, Sportswear International, and Surface magazines
and women’s retail concept. It’s high fashion combined with art, architec- to implement specials and promotional incentives to attract prospective
ture, interior design, and music through a growing network of revolution- clients. In turn, it will increase visibility and boost sales of all participating
ary artists. In a phrase it is the ultimate retail and design hybrid. parties since all have similar customer profiles. On Lokation is a mechanism,
building relationships and creating artistic and profitable results while ben-
efiting great causes.
Unlike a traditional brick & mortar retail structure, On Lokation has a revolv-
ing backdrop. There are monthly openings at different design themed ven-
ues such as galleries, boutique hotels, and theaters with colorful cocktails
and sensuous rhythms. Each shopping experience highlights a dedicated
fashion or arts related charity, the venue, brands, artists, and/or designers.
Past venues and charitable organizations include the award-winning Numark
Gallery, Flashpoint Gallery, and Dress for Success respectively.

Press

Press

Press
Fashionista Frontier. . .The Next Tipping Point?
By Nyia Hawkins, 13, March, 2007
Imagine being an intern on Monday and a manager at a high-end retail boutique on Tuesday. Imagine the leap of faith
you take when you decide to leave your current job before having a new job. Imagine that just days before you're
jobless, a prominent venture capitalist turns to you and says, \"It's time to start your own business.\" Now imagine it's
true.
\"In business, when you lose the passion you can't continue,\" says Kellie Crawford, the 25-year-old fashionista behind
the On Lokation showroom and traveling boutique based in Washington, DC. \"I love what I do and I have the
passion. If I'm not working I'm thinking about it.\"
During the last three years Kellie helped start three of DC's trendiest boutiques. She worked 60-70 hours a week for
other people, now she is doing it for herself . . . and DC's fashion elite. Through On Lokation Kellie regularly turns
disparate elements, like a 1920 Ford Model-T showroom, live band, skateboard handbag and bamboo sweater, into a
party.
\"One of my recent events was held in an abandoned building, with a DJ, video sculpture installations and hors-
d'oeuvres. If someone asks, 'Is this a gallery or a store?' then that means it worked. It's a fashion retail experience,\"
laughs Kellie.
In her words, On Lokation is a cross-marketing vehicle, bringing together innovators and revolutionaries in fashion,
interior design, architecture, and music. In layman's terms it is the hottest sub-culture in-crowd shopping event in DC
and coming to a city near you . . . soon.
Q: Can you describe an On Lokation event?
A: On Lokation is two-fold. On one hand we explore the city, finding people and spaces that are aligned with On
Lokation's aesthetic. I open in an artistic space like a theater or a gallery and I merchandize it like a store. I once had
an event in an abandoned building. On the other hand, we're sitting in the showroom,\" Kellie mentions with an
acknowledging wave of her hand. \"This is by appointment for people that want one-on-one attention. This is a space
for them to relax and take their time, order in lunch and use wi-fi. It is a private space for high-profile individuals to
be able to come and spend all the time they want.
Q: What is your definition of an artistic cross-marketing vehicle?
A: The various artists involved get to market to their market during a focused or theme event. The On Lokation team
consists of an amazing group of revolutionary artists, photographer Yvonne Taylor, a make-up artist Lauretta

Press
fashion: style report
THE VIEW
POINT
On
Lokation
with
Kellie
b
Crawford
boutique in hot spots all around the city. Recently, she
opened a showroom on 14th street where a mix of ornate
pieces are displayed. The clothing and accessories On
Lokation carries are from designers not producing on a
By Monet King massive scale. Clutch bags crafted out of skateboards are
from New York designer Becky. Goka’s 1940’s- esque dark
T
he usual consumer goes to green and golden platform shoes are instant head turners.
his or her favorite retail chain One of the items sure to jazz up any wardrobe is a triple-
store and picks from the racks collared, lime green, asymmetrical, floral brocade bolero.
of clothing that everyone else This piece is hip enough for a young girl to wear with skinny
will soon wear. The music jeans and shades, and timeless enough for an older woman to
playing in the background shine with a simple cardigan and pencil skirt.
is blaring soft 80’s rock (not On Lokation is not a place where you can find the latest
the good stuff) and that pesky trends; it’s a haven to stumble upon hidden gems. Crawford
salesperson keeps asking, proclaims “Most of the merchandise is classic with a
“Do you need any help?” contemporary edge, a vintage feel.” Canadian export, Brave is
You are tired of trying to find items worthy of adding to your the mastermind behind handmade tough leather choc-brown
wardrobe without looking like a carbon copy. This is so not belts. These belts are unisex and can be feminine when
your scene; it is time to escape conformity. worn with a wrap dress or masculine when paired with dark
Enter twenty-five year old Kellie Crawford, owner denim jeans and a woven shirt. My favorite piece is a leather
and creator of the showroom and traveling boutique On messenger bag from Latino Royalty. This distressed leather
Lokation. One day Crawford decided that D.C. needed a bag is adorned with pennies on the strap and a penny print
dose of something new, a concept store for the in- the- know is duplicated in the lining. This all-purpose bag can hold
customer. Inspired by her love of architecture, geometry, your laptop or any other item needed to navigate the city. On
interior design, and fashion, she decided to marry all of Lokation also carries pieces from designers Dagg &Stacey,
these into a one-stop destination for style. Crawford explains, Rabeneco, and She bags. What’s next for this entrepreneur?
“ My mentor told me that the world doesn’t need another Soon On Lokation will become fully three- dimensional and
2500 square feet of store.” Ms. Crawford honed her skills morph into a television show.
by working in boutiques and consignment stores in the D.C. Her ideas for the show will literally become ‘on location’
area where she learned about management and finding the segments around the country extending to big tastemaker
right items for her clientele, from college students to DC cities like Chicago and Boston. They will highlight the arts
socialites, Crawford kept her eye on the pulse. “ I wanted it and eclectic gems that each place has to offer. Ms. Crawford
FREE.NO8.POWER
to be a cross marketing vehicle. A place to drink, shop, and has started a movement, a retail revolution of sorts. Be on the
socialize with like minded individuals”, she exclaims. look out when Ms. Crawford’s unique vision spreads across
Over the past few months Crawford has staged her the land, but remember it started here first.
30
91
Verse Magazine • Winter 2007 • VerseMagazine.com

Event Photos
On November 30th, 2006 at the T Street Flats in Washington DC, On Lokation presented A Fashion Coup D’état , a fashion shopping experience that treated guest to a runway presentation,
cocktails, and music accompanied by a video-art installation by Matthew Taylor.

Dress for Success
In 2000, to solve a growing retention problem with existing clients, those
“Dress for Success Washington DC is privileged to be the recipient of yet
another fabulous On Lokation production. Dress for Success Washington able to get a job but were unable to retain the job, Dress for Success World-
DC has partnered with On Lokation on several wonderful affairs in the city, wide created the Professional Women’s Group (PWG), a year-long mentoring
all benefiting the charity. “We are thrilled to be partnered with On Lokation program. Dress for Success Washington DC started its own PWG program in
for the November 30th, 2006 event. Kellie Crawford is a visionary and 2004 and has had over two successful years of mentoring Dress for Success
truly magnetic businesswoman. We are excited to be part of her vision clients as they navigate their way through their first year of employment. The
and On Lokation’s accent to the top of the Nation’s Capital!” goal in 2007 for Dress for Success Washington DC is to double the size of
its PWG program and create a mentoring program that surpasses any other
-Jennifer McNulty, Executive Director of Dress for Success
transition from welfare-to-work program in the DC metropolitan community.
Dress for Success is a worldwide charitable organization providing business
Beginning January 2007, Dress for Success Washington DC will take on yet
suits and mentoring programs to women who are making the transition from
another amazing program created by Dress for Success Worldwide, the Ca-
welfare to work. Dress for Success Worldwide was started in 1996 and
reer Center. The Career Center will assist women who are newly employed by
has over 81 affiliates throughoutt the United States and in several coun-
supporting them from the moment they are introduced to Dress for Success
tries around the world. In 2002, Dress for Success Washington DC affiliate
throughout the beginning stages of their working career and supplement the
opened its doors to women in need in the DC metropolitan community. By
efforts of the PWG program. Dress for Success Washington DC is honored
the end of 2006, Dress for Success Washington DC will have suited over
to be part of a national charity devoted to helping women help themselves
3000 women.
toward self-sufficiency.
To learn more about Dress for Success and the Washington DC affiliate,
please visit:
www.dressforsuccess.org/washingtondc

Customer Profile and Product Assortment
On Lokation clients are males and females ages 25-45 who are cultured,
well-traveled and professional. They seek-out style and design in their
homes, social activities, and of course their clothing. On Lokation’s cloth-
ing is classic with a modern edge. The style incorporates the fundamentals
of design, sculpture and architecture.
Great design is indiscriminate. This philosophy expands the target demo-
graphic across age, sexual orientation, and racial boundaries. This market
flirts with trends, making them their own. They go the extra mile to invest
in the most unique pieces that won’t date themselves, in order to maintain
their taste-making status.
ON LOKATION carries exclusive lines and items from places all over the
world like Madrid, Paris, New York, Toronto, and Thailand. Price points
range from $30 for small accessories to about $750 for leathers and
outerwear.
Photos: Yvonne Taylor (above and next page)

Future Goals
On Lokation began opening at venues in the Washington DC area. However,
because of the foundation laid through strategic online marketing and the
alliances built with national organizations like Dress for Success. On Lokation
will be able travel to their other cities such in Chicago, Boston, Los Angeles
or Atlanta, becoming “On Lokation in Chicago” or “On Lokation in Miami.”
On Lokation’s ultimate goal is to build a brand synonymous with a supe-
rior style and design aesthetic; to become an authority in the field. Since
style and design transcend every genre of the arts and entertainment,
the brand has the ability to cover travel, cuisine, fashion and beauty,
home and design, and film. The On Lokation brand will also be devel-
oped into a television show covering the aforementioned areas on such
networks as STYLE, HGTV, E!, or the FINE LIVING network.
Photos: Ian Britton (top),
Development Studios (bottom)

Team Resources
The people that make On Lokation happen.
Kellie Crawford, Principal
onlokation.com
kellie@onlokation.com
202 270 3911
Yvonne Taylor, Photographer
yvonnetaylorphotographer.com
Lauretta J. McCoy, Makeup, Creative Direction
laurettajmccoy.com
Michael Puglisi, Graphic and Web Design
mpuglisi.com
michael@mpuglisi.com
Yves Louis-Jacques, Brand Strategy
themonelagency.com
yves@themonelagency.com
Rasul Sha’ir, Creative Marketing
vosica.com
rasul@vosica.com
Nyia Hawkins, Public Relations
idea1point0.com
nyia@idea1point0.com