Im­pres­sions of Spring-sum­mer

VM&RD - - WINDOW DISPLAY - Life in the city: Tree and Swing Win­dow: Wheel Win­dow:

Pop­u­lar Ital­ian fash­ion brand UCB wel­comes its Spring Sum­mer fash­ion col­lec­tions with three dis­tinct win­dow con­cepts, each ad­dress­ing a dif­fer­ent life­style need and mood.

UCB unveils its three sum­mer fash­ion col­lec­tions in three unique win­dow con­cept im­pres­sions– Life in the city, Tree & Swing Win­dow and the Wheel Win­dow. All of them have been con­cep­tu­al­ized in the brand's prin­ci­ple de­sign stu­dio in Italy. Lo­cal in­ter­pre­ta­tions of the de­sign were adapted and im­ple­mented across dif­fer­ent store for­mats and lo­ca­tions. This win­dow has been de­signed around the sky­scrapers of New York City show­cas­ing the ex­cite­ment through the dis­play of a col­lec­tion of ad­ven­tur­ous city youth fash­ion. “Teenage is syn­ony­mous to ex­plo­ration, fun and the idea of be­ing an adult. This con­cept cap­tures the young New Yorker, ex­plor­ing the iconic city des­ti­na­tions dur­ing spring,” ex­plains An­imesh Ik­shit, Head – VM & Projects at UCB. Cor­ru­gated boxes wrapped in the city’s fa­vorite news­pa­per, The New York Times, create im­pres­sions of sky­scrapers. A quirky touch to the dis­play is the use of ar­ti­fi­cial ap­ples. This win­dow con­cept is an in­ter­pre­ta­tion of spring with mnemon­ics like trees, birds and rope swings to create the mood to fea­ture out­door leisure. “This win­dow con­cept was de­signed to con­sider an adap­ta­tion dur­ing the month of March without los­ing the essence of spring,” com­ments An­imesh. He con­tin­ues, “The adap­tion in­tro­duced was a white shabby swing hung from the same tree branch of the pre­vi­ous win­dow de­pict­ing spring tran­scend­ing into full ‘swing’.” The set­ting is used to fea­ture a col­lec­tion of fash­ion ac­ces­sories like bags and shoes that are co­or­di­nated with the ap­parel fea­tured. Router cut ma­te­ri­als are used to create the forms and wooden planks and ropes for the swing, all in­te­grated to form the win­dow dis­play con­cept. This win­dow is a dy­namic dis­play cre­ated with suspended paint dipped spoke wheels and chains used as con­trast­ing props to de­pict ex­cit­ing out­door free­dom for fash­ion. “The dy­namism comes across through the var­i­ous phases and adap­ta­tions that take place in the peak of sum­mer. We plan to adapt the win­dow with the use of ad­di­tional pipes and S-hooks

Life in the City Con­cept

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