Part Speakeasy & Part Speak Out, The
Lady Factory Exports Empowerment
MIKE O'DONNELL / EDITOR
Earlier this week, a one-of-a-kind "pop-up museum" appeared in San Francisco. Named "The Lady Factory," it's part speakeasy, part speak out. Below, WNW Member and Copywriter Clemence Pluche tells us what The Lady Factory is all about, why it was the perfect time for "a super-shareable, ultra-Instagrammable set of installations embedded with stories and subtext about women’s real lives in 2018," and whether the included "absinthe cotton candy" was as delicious as it sounds and has a bright future.
To support The Lady Factory, go buy something in their online storefront. All proceeds will go to The National Women's Law Center in the name of wage equality. As Clemence puts it, "We had a ton of fun, but the underlying statement is all business."
Header illustration by Flavia Gonzalez
What most excites you as a copywriter?
Projects like these. One that takes a collaborative, motivated creative team (see credits below!) to make something big and shareable that actually has a purpose. With the Lady Factory, that's pressing for progress by donating all proceeds to the National Women's Law Center so we can kick the wage gap to the curb. We had a ton of fun, but the underlying statement is all business.
“We hoped to spark and share a visual dialogue around how we can channel our energy on social media to support organizations, movements and people who can help us move the needle for women’s issues.”
What is the Lady Factory? How did you settle on the "pop-up museum" experience as a way to celebrate and educate for International Women's Day?
The idea? A super-shareable, ultra-Instagrammable set of installations embedded with stories and subtext about women’s real lives in 2018. Each exhibit is accompanied by a plaque with the name, a narrative and hard-hitting stats, which you can find on our site.
With a critical eye on pop culture and tongues planted firmly in cheek, we set out to build candy-colored exhibits that make statements about the wage gap, women in leadership, harassment and objectification. We hoped to spark and share a visual dialogue around how we can channel our energy on social media to support organizations, movements and people who can help us move the needle for women’s issues.
Tell us about "absinthe cotton candy" and why we've never heard of it before. Is it as amazing as it sounds?
It's the confection of our dreams. Our spirit confection, if you will. We haven't perfected the recipe yet, but we are committed to the idea. We've already been approached by an absinthe maker who runs an all female company.
“It’s like we tapped into something that made every woman’s face glow, and it wasn’t another cosmetic creme. It’s a secret ingredient we call: empowerment.”
What moment (or two) during the launch party made you proudest?
Seeing the women scrambling up the climbing wall in stilettos was insane. (Note to readers: do not try this at home).
We constructed the wall to be a photo opp, suggesting guests step up a peg or two, but damn if they didn't scale that whole thing without looking back. In party frocks, in heels, nothing stopped them. It was an amazing visual testament to our tenacity and spirit.
The second moment (or hundreds of moments) was seeing each and every attendee's face. It's like we tapped into something that made every woman's face glow, and it wasn't another cosmetic creme. It's a secret ingredient we call: empowerment.
How can WNW Members get involved with the Lady Factory? What's next?
The best way to get involved is to purchase something from our online store. Our site is a storefront, showing all our wallpaper designs (made by our female in-house artists). Once you pick a design, you can have it printed on any number of products. All proceeds will go to The National Women's Law Center in the name of wage equality.
Beyond that, like us on Instagram and spread the word. Perhaps this early enthusiasm means The Lady Factory will grow into both an event series that can travel around the country to bring women together as well as an online hub where people can find fun products that celebrate and empower women. With so much early energy around the project, The Lady Factory will look to partner with potential sponsors and speakers to help grow the initiative.
CREATIVE GIRL GANG CREDITS:
Eleven Inc - Agency
Jamie Shaw - CD
Shannon Roy, Clemence Pluche, Ian Barrera (honorary "girl" gang member), Sarah Bengard - Copywriters
Katie Mullins, Flavia Gonzalez, Daisy Serafini, Adriana del Mar - Design and Art Direction
Special shout out to founder and ECD Michael Borosky, who helped us nail the build and bring the environment to life in a weekend.