Drama in the drip
Going beyond the walls of modern art galleries, Abstract Expressionism is exhibited on the windows of Anthropologie at Regent Street, London, with renderings on its glass panes that include multicolour paint drip creating an interesting art piece to draw attention to its new fashion merchandise collections.
Anthropologie is a distinctly differentiated store brand that sells women's apparel and accessories, home furnishings, imitation found objects and an array of gifts and decorative items. Its store presentation and merchandising has been a powerful medium in communicating its unique, one-of-a-kind designs that deliver lifestyle rather than products. The window on Regent Street conspicuously follows the same brand ethos. “For this window, we were more inspired by the subject matter of Abstract Expressionism itself, rather than being driven by trends or specific fashion. Art will always be in fashion, and fashion is always inspired by art,” explains Patrick Minkley, UK District Visual Manager, Anthropologie. Rich colours drip on the window panes in different textures and layers emphasising the attitude of spontaneity associated with expressionism art with great dramatic effect on the store front. Through these layers of paint, one gets a peek of Anthropologie’s latest fashion merchandise displayed within the store. Apt props like paint stained stools add to the drama and help display fashion accessories like handbags. Speaking about the execution of the window display concept, Patrick says, “The display team got a firsthand experience of working with some of the most famous artists. Although Expressionism can sometimes appear spontaneous and momentary, there is careful planning and thought behind it.” With paint being the only material for this window installation, the display team had limitations on how much could be prepared