Fat4 : created by Tundra Interactive
Fat 4 a.k.a Fat 52 a.k.a Fat 272
Independent Melbourne based fashion boutique owners; the Fat4 (Fat52 and Fat272)approached us early last year (2005) with the aim of developing a new website. Their aim; to showcase their 4 stores, showcase the labels that they stock, and then the curve ball "represent us in a favourable 'Fatness'". "Fat" was the name chosen by the four partners in 1998 to reflect a counterpoint to chain glamour outlets in favour of local independent designers. The name developed as a double edged sword, the word "Fat" became renown within fashion retail but the perspective from which the counterpoint of the title was created had become lost, some felt maybe it was some kind of sick irony and the girls had fielded such accusations. Our task was to create a message and a piece of branding which would deflect the negative connotation in an entertaining and experiential way.
The idea of "The fat of the land" created an opportunity to bring the focus back to the product being the richness offered by local independent designers to the stores clientele.
We created "Fat land" as a fantasy land where your chosen "Fattie" takes you on a tour of the stores mounted on the "Prize Beast" of your liking. Together you check out shops in different locations and the travel between stores is punctuated with interactive game like experiences. Tundra created a collection of eclectic and bizarre Flash8 environments using found imagery and vector based illustration, delivering a richness which is in keeping with the nature of the store interiors and the variety of products stocked. Add to this the business end with online sales of selected lines of product and 'the Fat of the Land' is a point of difference for fashion websites, reflecting the counterpoint to the industry which they offer.
The Fat of the Land won Silver (the highest award given in interactive categories) for Best Consumer Site at this years MADC awards.
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