What it means to be “designer”.

The term “designer” is often used loosely in the fashion industry, and certainly so by a number of factories mass producing shoes that copy the fashion leaders.

We do it differently. How you’d expect a true designer shoe to be created for you. At Vein, each new design is sketched, first as a conceptual, and then worked and re-worked into final drawings with graphite on paper, by head Vein designer, Christopher McCallum. Then, a prototype shoe is meticulously crafted by hand.

The new design is then put into production, brought to life for our discerning clientele using the finest leathers, hand selected for their uniqueness and quality, from renowned international and Australian tanneries.

When you inspect our famous Vein shoes, you’ll quickly see they embody qualities others only aspire to. Designs and quality inspired by the great clothing fashion houses, by timeless architecture and the personalities, stunning locations and exciting lifestyles we experience around the world.

As you can probably tell, we live, fantasize, dream and breathe male footwear. This burning passion has made Vein the premier Australian male designer footwear label. In 2005 Vein was the only male footwear label to be invited to exhibit in Mercedes Australian Fashion Week. Trail blazing clothing labels like “NYOU”, “Leopold”, “Tom, Dick & Harry”, “Red Cordial” and Australian Fashion Design Awards Winner “Always Habit”, choose to complement their labels with Vein on the runway.  In 2006 at the L’Oreal Melbourne Fashion Festival Vein was the catwalk shoe of choice for Kenzo, Morrisey and Leopold.

Vein stands for excellence. You’ll feel it, look it, live it too … every time you slip on Vein shoes.

Vein shoes. Love more. Stress less. Express your creativity. And above all, envy no one.

A Video Game Environment of Your Own

Keep out Ma’

                              

Have you ever fantasized about building a video game environment of your own? A place where you and your friends could spend hours and hours playing your favorite games without interruption? Or how about a place that really shows off your game fetish? It's really pretty simple to create such a place and you don’t need to rent out a video game hall to do it. This article will introduce a few ideas you can use to build the ultimate gaming center.

The first thing that you want to do is maintain a happy household if you’re family member. Trying to play a mean game of Super Mario Tetris or Halo 2 can be impossible with kids running around the house and screaming bloody murder. You won’t be able to enjoy the latest role-playing game when the wife’s nagging you about bills or undone chores too. Keep a happy home, keep a happy marriage, and your time spent playing video games is heaven away from heaven.

It’s no secret that some games require as much concentration and focus as when studying for a calculus exam - and there’s nothing more frustrating than when you can’t figure out how to get through to “the next level” of a game. This is no time to be distracted and if home life isn't what it could be, you’ll never be able to concentrate on your game. Strive to make home a place to unwind first – then work on enjoying your games.

You can next dedicate a place in your home as your exclusive game room. This will not only emphasis the importance that gaming is to you (and to your family members), it will also become conducive to the mentality that you need to play a fun and relaxing (albeit, serious game). Budget permitting, decorate the room with all the amenities that you want. You could add a recliner (or two for your friends), a small stand to hold snacks, a bookcase for your games, and you could even add a small refrigerator and microwave (just in case). Your intent here is to declare the space as yours and that it serves only one purpose: pure gaming pleasure.

What you're after is a place that's completely and totally pleasing to you, both aesthetically and functionally so that you’ll enjoy your time there.

With your own space dedicated to gaming, you’ll want to do what’s necessary to maintain it and keep it in a condition that’s inviting not only for yourself, but for others as well. Keep your equipment and games clean. Take care to keep wires from tangling and organize your magazine subscriptions, books, or Internet cheatsheet printouts. Maintenance is a task that doesn’t have to burden you as long as you make a daily routine of it. The advantages of keeping a regular maintenance schedule shows that this space is important to you and that you have a right to keep it that way.

But take special care not to alienate yourself from the rest of your family. We all can have a favorite hobby and we can even dedicate a special area of the home to that hobby. However it’s extremely important to regard this place as a haven – not a hide out. It’s not an area to hide from the kids, it’s not a place to shun home responsibilities, and it’s not a place to live. If this special space is approached in the latter manner, you’ll soon discover it as a place of resentment, uncontrollable habit, or even depression. Be careful, schedule time with the family, and enter your playroom at appropriate times. Cooperation from others will then come naturally.

Advergaming: Advertising through video games

The practice of using video games to promote a particular product or an organization is known as “Advergaming”. Wired magazine first used this term in a column to describe the commissioning of free online games by large companies, in 2001. There are three categories of Advergaming: ATL Advergaming, BTL Advergaming and TTL Advergaming.

ATL Advergaming can be vaguely explained as a promotional video game. The business incorporates interactive video games on their website so as to create more awareness about their product among the website visitors. This method is also used to attract more visitors to the site and to increase the traffic flow on the website. If the games are made for product advertising, the product is highlighted in the game.

Before the invention of the internet, floppy disks and later compact disks were used as a medium to promote games and in turn a particular product. It started with floppy disk basically to create awareness as well as product promotion. The first Advergame was distributed by American Home Food, which was developed by Chef Boyardee. Taco Bell and Coca Cola followed it by giving customers floppy disks containing promotional games. The first Advergame to be distributed on compact disk was by Chex and General Mill. The graphics of these games have matured from arcade style flash to three-dimensional.

BTL Advergaming comprises of recruitment tools like In-game advertising, militiamen and edutainment. Usually the mascot of the particular company is depicted as the hero in such games. Pepsi man and Burger man were the mascots used in promotional games designed by Pepsi and Burger King respectively. The storyline of these games can be commercial, educational or political like the game American Army created to attract more youth towards devoting their life to army and also games meant to promote sports like Formula One racing are also a part of this technique.

In-game advertising is more commercial type and is purely targeted for promotion of the product via the game. This is really picking up and even movies are promoted by this method. Like on the website of the movie, The Mummy, there are games which have a storyline similar to the movie and the player is given knowledge of the facts about the movie and its subject, Egyptian Mummy. Educational Advergaming refers to games that portray a moral message to the players.

These games can also act as a medium of advertisement themselves like in the video game of EA Sports; banners of Pepsi line the frame of the game. By using this strategy the companies are able to provide low price or free games to the consumers.  This is also effective in reducing the price of games that have a monthly fee.

TTL Advergaming or through the line Advergaming is the most rare form of Advergaming. URL links are embedded into a game that takes the players to the web pages, which has BTL Advergaming. Different methods are used to attract the player to a particular webpage. In the game ” Enter the Matrix” URL hyperlinks are depicted in the background, which the player is forced to click to learn about the facts relating to the plot of the next level and at the same time advertises about the product. The curiosity to learn about the theme of the game attracts the player, although it might not be necessary to click to finish the game.  Such kinds of games are usually known as link-chases as one link will lead to another. Website visitors are sometimes tempted with a prize to prompt them to click the URL.

This technique of advertising is really beneficial as it not only creates awareness among the player but also among his friends who lands the website upon friend’s suggestion. The success of Advergaming is dependant on word of mouth and thus is also known as viral marketing. In the year 2010, this industry generated around $103.6 million and involved 305 million players.