An iconic picture born from a unique moment in time.
This iconic picture was taken in 2005 on Majorca, a mediterranean island belonging to Spain. When a new highway was built giving free way from the capital Palma de Mallorca to the eastern part of the island, photographer Tom Solo passed the construction site. He stopped, grabbed his gear (a Mamiya RZ 67), loaded a roll of film into the medium format camera, and shot an image that became a reflection of the state that the city was in at that time: disruption and change. The blue colors of the sign and the skies likewise reflect location of the city of Palma in the mediterranean sea.
The dry soil of the construction site and its earthy color reflects the heat of the sun, that is burning down 330 days a year. The workers do their best to keep the enormous sign in its position and to avoid any damage. The stuck traffic with its heavy trucks waiting in line are a symbol for the economic power that this once undiscovered paradise gained by becoming the mother of all mass tourism. Finally, the yellow airport sign reveals the secret and the revolutionary heart of the evolution: one of the most frequented airports in Europe bringing millions of tourists to the island.
This images was published first in the Swiss (Airline) Magazine in 2009 as part of the cover story.
The Project
From the iconic photo with the airport pictogram it’s a small step to take its key elements and transfer them onto products.
We’ll use the brand to design a unique product line, with a strong story at its core, addressing a market of more than 12 million tourists that visit the most beautiful island in the mediterranean sea every year.
Most of them love the island and are returning for many years.
How we want to roll it out.
Step 1: Print products
- Ltd. Ed. Fine Art Prints, framed in different sizes from huge (for some of the UHNWI villas) to household size
- Posters – unlimited in numbers
- Postcards – unlimited in numbers
Step 2: Fashion
- T-Shirts
- Muscle Shirts
- Hoodies
- Caps
- Towels
- Flags
Strategy
This project can be rolled out in different steps. Starting to raise awareness of the brand with large format fine-art prints to be exposed at galleries, after a defined period of time other products can be brought to the market.
We think that it’s necessary to limit the availability of the fashion products and offer them only in duty-free shops at the Palma International Airport. In collaboration with all airlines we’ll offer a discount on the products to all passengers passing through. Thus everyone owning a piece of the collection can prove that he/she has been at the airport.
Invest
EUR 50.000,00 initial investment is needed for the production of a Ltd. Ed. of Fine-Art Prints, framed and exposed exclusively in one art gallery, together with social media marketing + interviews with the artist in TV, podcasts, and other media.
After the high-end prints are sold, we’d use the profits to start the production and distribution of fashion products alongside with the print products, collaborating with duty-free shops (Fashion) and local shops (print products) on the island.
We’re still looking into estimates, so please come back at a later date for specific figures.
If you’re interested in investing
and make this project come to life –
Contact our team now!