Exploding a demographic… semiotics applied
What do Gen Y and
Mr Topsy Turvy
have in common?
Why is Oscar Wilde’s
What’s with all the
vulgarity? Why are Gen Y
Gen Y through the looking glass...
The roots of Old Timer culture run deep...
Break-neck pace of
1 2The imperative to be
that’s outside the
Mass market favours
Mine the past for ‘one-
offs’: carving out an
ultra unique identity
Old timer has an industrial bent too...
Crates, steel girders, bare
Modern shops leverage
symbols of urban decay...
OLD TIMER SIGNALS A YEARNING FOR MORE HUMANISED PRODUCTION... THE FRUIT OF TIME
Mass produced, identi-kit culture is fuelling a yearning for
imperfection and idiosyncratic uniqueness
Off the manufacturing line
Carbon copies, homogeneity
instantaneousness + precision
Death of the trades, computer-
Man made, crafted
Natural flaws yielding tangible character
Sense of process, a journey
Escherism inverts and distorts the world around us...
Escherism puts a kaleidoscope to Gen Y’s eye...
See the world through a
1 2Adhering to their
A wealth of fresh
encounters in a safe,
hum drum environment
Turning the world
around them upside
Bubblegum culture is Gen Y’s attempt to feel more acutely...
Gen Y culture obsessed with visual representation of
A need for exaggerated, even crystallised expression
Each emotion manifests to bursting point
Hyperbolic, utopian landscapes: debauchery, sex,
heavenly, candyfloss perfection
Larger than life experiences
Bubblegum culture is the antidote to modern life anaesthesia
... GFC fear mongering, nanny state
“thou shalt” protectionism, and a
society in love with rules and
All serving to suffocate
creativity, play and the capacity
But exaggeration is also essential in an era of hyperbole...
Bubblegum Culture allows for fresh, invigorating, intense
experience against a backdrop of sensory saturation
Dapperism represents an emergent shift in masculinity...
A new gentrified expression of masculinity is emerging...
...Rebelling against the bogan, beer swilling, topless surfie alpha male norm
...and the emergent skinny jean wearing, man-bag touting, feminised masculinity fringe
...it’s a return to traditional tailoring, grooming, fedora and brogue-wearing, trimmed
moustaches, leather watch straps, and gentlemanly countenance...
In an era of automation and regulation, serendipity throws a fat
dose of surprise into the mix...
Pop up retail: here today, gone
Music recommendation for
Niche clothes finds never to be
Bird symbolism has powerful cultural significance...
FOR A GENERATION FIXATED ON REINVENTION AND THE TRANSGRESSION OF RULES AND
NORMS, BIRDS ARE A NATURAL MASCOT
True to form, Gen Y leverage the symbolism of birds on their