VDJ

VM&RD - - CONTENTS - Chanda Ku­mar

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

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