Milk Studios: Milk Salon Identity

New York fashion photography studio Milk Studios recently launched Milk Salon, a series of invitation-only classical-music recitals, whose identity has been created by the New York office of Base, an international creative direction and brand develop

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New York fashion photography studio Milk Studios recently launched Milk Salon, a series of invitation-only classical-music recitals, whose identity has been created by the New York office of Base, an international creative direction and brand development firm. "The overall Salon identity is intended to balance the richness and tradition of classical music and the intimate environment of the classic French salon with the directness and contemporary aesthetic of downtown New York," explains Base partner Geoff Cook. "Hence the reference to the treble clef in the 'S' of Salon and the cursive script juxtaposed with the geometric Milk logo and its modern type composition."

Moreover, each Salon event has a theme, and the second and latest performance, by Dutch violinist Janine Jansen, "was all about spring and the fact that her music is described as 'fresh and energetic,' " he adds. "These themes drove the concept and color choices behind this performance. The environment decor and the Jaeger-LeCoultre lounge — where the luxury watches of this principal sponsor of Salon were displayed — were awash in white light and complemented with modern white furniture. The invitation was an acrylic box, in fluorescent light green and containing a single hyacinth stem."

Similarly, for the premier Salon performance, a recital by pianist Yundi Li that took place the night before Valentine's Day, the invite was a translucent red acrylic box containing a bed of red roses (see the PDF). Roses were chosen "not only for the association with Valentine's Day but more so because of the tradition in the classical performing arts of roses being tossed onstage in recognition of a spectacular performance," says Cook. "We carried this theme through to the Salon environment itself, bathing it in red light." In addition, he notes that, Milk Salon attendees being a veritable A-list of New York scenesters, "we've heard that the invitation boxes have become something of collectors' items, turning up in some very high-profile offices and homes across the city."

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About

Credits
Date
May 29, 2007
Client:
Milk Studios
Agency:
BaseNYC
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