Lady Dance (CSM Final Project)

(Logo idea: S.Chebysheva Design: Richard Christopher&Danilo de Rosa)

Hi girls , my name is Lady-Dance.  Welcome to my bed room. This is a place for you to feel at home, without an image to maintain, or make-up to wear, only girls allowed.

My mission:  To engage women from all ages and backgrounds to get together to participate in various classes and activities. Most importantly, they can feel totally at home and enjoy the health benefits of the programs which are tailor to enhance self-confidence while increasing their fitness at the same time. We want to create a girl exclusive atmosphere, so women can open up and not feel self-conscious.

My Vision: I want to inspire my women community to a happy body and mind by creating a soulful experience and allowing them to have their personal space, eventually making them feel beautiful and gain self-confidence.

                                                                           ``Here you can be yourself`` Lady Dance.

Welcome to my room 

Once upon a time, every little girl had her own little bedroom room. The little space where she could morph into whoever she wanted to become.

Back then, that personal space was her little room that she thought was her castle, protecting her from all the bad spirits.

It was also a sanctuary where she could hide and cry in her pillow with her favorite teddy bear during bad times.

That room was the place where all her dreams began to take form. The endless imagination was overflowing with beautiful fantasies and magical desires. 

Here she wanted her prince to come and find her like in the fairy tales.

This room was her comfort zone where her toys and mirrors were her best audience. This audience will always love her performances and applauded at all times, good or bad. She felt that she had a stage presence here and was the centre of attention.

This was a place where she rehearsed like a nightingale with the brush or deodorant in her hand, where she danced gracefully as though she was by herself. This space is where she felt free and secure. In this space there was no room for judgment and she felt ever so confident and secure. As if she was truly the best performer in the world…..

Concept 

Lady Dance challenged herself: “How can I re-create that feeling of security, confidence and attractiveness, like as though no one judged her with their watchful eyes, exactly the same way as in her childhood room?

Many women are extremely busy with work and hardly have any time or motivation to work out!

Some of them visit gyms where they are surrounded by sweaty, aggressive men lifting extremely heavy weights, making women feel uncomfortable around them.

Some post-natal woman who just recently had a baby will prefer to have a safe and friendly environment to go to.

Many of them just simply love dancing. However, they rarely visited dance studios as they don’t want to look silly next to more advanced and competitive dancers.

Whatever the situation is, Lady Dance aims to create a women community and re-designed the dance studio as if it was her own bedroom and offers a variety of dance and health classes for women without previous dance backgrounds in order to boost their self confidence.

Recreating her personal space so she could feel at home is a crucial aspect of making her feel happy and attractive, so she can act herself and dance as if no one was watching in a friendly atmosphere.

This is a strictly women only organization and is a key concept Lady-Dance is trying to achieve.

  (Design idea: Svetlana Chebysheva, Design 3D: Yulia Chebysheva)

How can biography story telling be used for brand development?

 The aim of this project is to assess how biographical story telling derived from a specific target market (women 25-35) can be used to engage potential customers, encourage them to relate to it and so become familiar and associated with the brand and engage in the community and service provided.

During this reserch several key points were taken into consideration: 

·       Teenage insecurities;

·       How did they overcome it?

·       Who did they become afterwards?

·       The safest environment every woman feels secure in?

·       And favourite objects they have had in their teenage bed room.

As a result it helped me understand the importance of engaging with the target community to look for similar experiences and events in their biographies and the ability to transform that into services. 

The brand Lady-Dance was established for women only.  The service provides variety of dance classes to experience the positive effects of dancing by giving them a wide range of different classes to buzz their self confidence. The dance studio design represents the bed room in order to recreate that safe environment that every women can relate too as if she is dancing in her own bed room.

     (Video idea/direction/editing: S.Chebysheva, Misic: Sundiata de Vore)

Who am I now?

How would I describe myself now…its complicated ;) I am complicated; all kinds of words come to my mind when I think about it, both positive and negative.  I am emotional, unstable, bubbly, fun, confident, a little shy, social, caring, spontaneous, complex but joyful, love shopping and dancing, singing in the shower, independent, friendly, happy, free, love to dream, strong, sometimes weak, spiritual, sensitive, creative, passionate, unique, helpful, successful, lovable, vulnerable, active, loving, smart, hardworking, lively, outgoing, crazy, clumsy, feminine, sarcastic, ridiculous, optimistic, impulsive, ambitious…. This list is endless! I am all those things and I am happy!

Yours...