OUGD501 - Studio Brief 01 - Further Analysis - High-Rise

The production design in High-Rise is a main part of the film. Much of the design treatment given to the film is stylised. One of the most prominent parts of this is the supermarket within the high-rise itself. The treatment for the products within the supermarket involved using blocks of colour. The packaging designed for the supermarket is almost directly imitating that of the 1970s Sainsbury's packaging. 

As seen in the images above, this design is dramatically similar in style and design and could be considered 'copy right' in some way. This is Jameson's parody here, Eaton and Hickson have used pastiche without referencing Sainsbury's in any way but used this for the sake of creating a cultural memory for the audience.

The type treatment throughout the high-rise is another example of how the designers have used pastiche in borrowing styles from Stanley Krubrick's films but not actually referencing his work, but by making an identification for the audience. The type treatment throughout the high-rise, in the foyer, the market, the pool and the way finding throughout the building uses typefaces that can be seen in Kubrick's films.

As seen above, the use of the same typeface is consistent throughout High-Rise as well as Kubrick's 1968 2001: A Space Odyssey. Without referencing Kubrick's works, this is again Jameson's blank parody at play and creating an image for the sake of creating 1970s imagery. It is not referencing Kubrick's work but simply creating an aesthetic.