Impressions of Spring-summer
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