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Sheffield Hallam University
Degree Show 2020

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Chloe Tribe
Out of Context
Chloe Tribe
Out of Context

Chloe Tribe has created an exhibition to encourage visitors to reinterpret their everyday surroundings. So often design in the urban environment is overlooked. Out of Context
presents common urban design items in an unfamiliar or strange way in order to enhance visitors’ perception of the familiar. Tribe used walking as a method of research which she found began to unveil a heightened awareness of everyday forms. “There is a creative behind every aspect of the design we see however, it is whether people choose to acknowledge the detail or take it for granted. Within everything that surrounds us, there are hundreds of ideas and connections waiting to be found. We just need to look hard enough”.

The exhibition is organised around three keywords: Psychogeography, Defamiliarization and Habitualization.

Psychogeography: the intersection of psychology and geography. It focuses on our psychological experiences of the city, and reveals forgotten, discarded, or marginalised aspects of the urban environment.

Defamiliarization: the artistic technique of presenting to audiences common things in an unfamiliar or strange way in order to enhance perception of the familiar.

Habitualization: describes how “any action that is repeated frequently becomes cast into a pattern, which can then be performed again in the future in the same manner and with the same economical effort” (Berger and Luckmann 1966).

Chloe undertook roles in multiple design studios during her placement year (Thirdway Interiors, Making Moves, Start Design, The One Off Design and NB Design) working on projects including brand integration, branding, UX and UI, social media, event design and art direction.

Out of Context
Out of Context
Brand Gap App
Brand Gap
Conceptual app assessing the ethical transparency of any fashion brand. Users scans the brand logo revealing an ethical rating
Brand Gap
Brand Gap
Brand Gap
Brand Gap
Perpetual Zines
Perpetual Zines
A never ending series of zines each publication visualising a different type of waiting, to arrive periodically. 140 x 235mm, one colour Risograph cover, 70gsm, saddle sewn-stitched zine
Perpetual Zines
Perpetual Zines
Hotel branding and wayfinding concept.
Post Practice
Hotel branding and wayfinding concept.