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Cine Curto Merchandising 2.0

Designing Cultural Discovery Through Wearable Narratives

Cine Curto recognized the untapped potential in Mexicali's hidden stories. They envisioned merchandise not just as promotional items but as catalysts for cultural discovery and local pride, designing cultural discovery through wearable narratives.

A Fellowship Journey Led by: Empathetic Discovery | Inclusive Strategy | Welcoming Design | Visual Storytelling | Illustration

  • How might we transform everyday apparel into engaging cultural artifacts celebrating Mexicali's unique identity? We aim to design a merchandise line beyond branding to become a wearable, shareable exploration of local heritage.

  • Through immersive local research and creative exploration, we uncovered Mexicali's lesser-known narratives:

    1. Desert Seagulls: The surprising presence of "Larus livens" in an arid landscape.

    2. Culinary Fusion: The unexpected prominence of Chinese cuisine in local food culture.

    3. Linguistic Blend: The city's name is a portmanteau of "Mexico" and "California."

    4. Musical Legacy: The 1923 song "Mexicali Rose" and its cultural impact.

    5. Solar Symbolism: Mexicali is the rising sun for hardworking individuals.

    We distilled these discoveries into the " Wearable Narratives " concept - apparel that educates and celebrates. Each shirt becomes a wearable story, with intriguing facts hidden in the labels, turning the wearer into a cultural ambassador.

  • While quantitative data is yet to be gathered, the qualitative impact is clear: Cine Curto has created a unique product line that deepens local pride, attracts tourists, and fosters a culture of continuous learning and appreciation.

  • 1. Cultural Archaeology by Design

       - Dive deep into local history and lore to unearth unique narratives.

       - Design research methodologies that reveal the extraordinary in the seemingly ordinary.

    2. Wearable Knowledge Architecture

       - Reimagine clothing as a medium for education and cultural transmission.

       - Design apparel elements (like labels) to serve dual purposes of information and intrigue.

    3. Narrative Product Design

       - Craft products that tell a story beyond their physical attributes.

       - Design each item to spark curiosity and conversation.

    4. Local Pride Amplification

       - Identify and celebrate unique local features that might be overlooked.

       - Design products that make locals feel like insiders and tourists feel like discoverers.

    5. Educational Merchandise Ecosystem

       - Create a product line where each item contributes to a larger narrative tapestry.

       - Design interconnected pieces that encourage collecting and sharing knowledge.

    6. Cultural Fusion Celebration

       - Highlight unexpected cultural intersections (like Chinese food in Mexicali).

       - Design products that showcase the unique blend of influences in local culture.

    By embracing these strategies, Cine Curto isn't just selling merchandise but designing cultural experiences. This approach transforms everyday apparel into wearable narratives that celebrate local identity, spark curiosity, and foster a deeper connection between people and place. This model inspires far beyond retail, showcasing how deep local research, creative storytelling, and innovative product design can transform sales and how people engage with and celebrate their local culture.

    7. Symbolic Representation Design

       - Translate abstract concepts (like Mexicali as a rising sun) into tangible designs.

       - Create visual metaphors that resonate with local values and aspirations.

    8. Discovery-Driven Customer Engagement:

       - Design products that reveal information gradually, encouraging repeated engagement.

       - Create a sense of discovery in the purchase and use of each item.

    9. Glocal Appeal Design:

       - Craft products that appeal to both local pride and tourist curiosity.

       - Design items that serve as meaningful souvenirs and everyday wear for locals.

    10. Brand as Cultural Curator

        - Position your brand as a facilitator of cultural appreciation and learning.

        - Design your product line to reflect a commitment to local heritage and education.

The image shows a closed frame of one of the illustrations developed
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The image depicts an illustration with the inscription established in 1903 with the text "Mexicali Tierra Cálida.”
A close-up image of the illustration developed to discuss the theme of Cachanilla."
Image displaying the label explaining the origin of the term "Cachanilla" used to refer to residents of Mexicali.
The image depicts a woman wearing one of the newly designed shirts. The shirt reads: "Cachanilla Mexicali, 110% pure.”
Close-up of an illustration developed to talk about Mexicali Rose
The image displays the label text, detailing the origin of the song Mexicali Rose, which also lends its name to the tourist corridor in downtown Mexicali.
 The image shows the illustration developed with the theme of Mexicali Rose
The image depicts a modern frame featuring a young man wearing the Mexicali Rose t-shirt.
The image shows the design of the letter M
The image shows the design of the letter X
The image shows the design of the letter L
Full-frame illustration of the sun.
The image displays a t-shirt hanging from the ceiling, featuring an illustration of the sun of Mexicali.
The illustration depicts the high temperatures common in the state, showing a sun with a mustache.
The image shows the text of the label that talks about the high temperatures that are recorded in the entity but refocuses positively to say that the sun always rises for everyone in Mexicali
The image shows the illustration developed with the MXL monogram
The image shows the label's content printed inside the promotional materials to discuss the little-known stories about Mexicali. It speaks of the origin of the name of the City of Mexicali.
The image shows a close frame of the shirt designed with the word Mexicali
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