Mumbai-based jewellery designer Varuna D featured a special display on its store front to celebrate the special bond between a father and a daughter on the occasion of Father’s day. Emotive monochromatic i mages subtly denoted fond memories that were complemented with impressions of balloons and gift boxes.
"Since Father’s Day was coming up soon, the client wanted us to do a special set up for the occasion. The brief given to us was to simply show the emotion between a father and a daughter. Keeping the same in mind, we thought of various stages in a father and daughter relationship, and narrowed it down to the daughter's birth, the adolescent period and finally marriage,” explains Aditi M.Kotak and Kumpal M.Vaid, Co-Founders, Purple Backyard.
Elaborating the theme and its business objective Aditi and Kumpal explain, “Fathers have always been the first love of every girl. He showers his little girl with all she wants and more all her life. Protecting and nurturing her without expecting anything in return. Father's day is one day to celebrate the love that a daughter and father cherish, and what better way than to gift him something truly special, as he is.”
The theme was extended from the store front into the merchandise display mood windows and display counters with the use of subtle add-ons like gift boxes and miniature props that depicted balloons. Care was taken to ensure the displays were product centric and did not compete with the products.
“We always keep in mind that the product is the hero and all that we do has to enhance the product to make it more appealing and more compelling for the customer to buy. Hence the design has to be attractive enough to pull the customer in but not overpowering the product,” Aditi and Kumbal comment.
The theme is to be featured on the storefront and in-store till mid-July and is expected to touch emotional chords of customers that would hopefully convert to business for the brand