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

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