Floral Sum­mer

VM&RD - - WINDOW DISPLAY - Chanda Ku­mar

This Sum­mer Shop­per Stop launched the sea­son with the Flo­raveri theme that had im­pres­sions of the fresh­ness of spring as set­tings to fea­ture key fash­ion state­ments that were com­ple­mented with a win­dow in­stal­la­tion pro­mot­ing fash­ion sun­glasses.

Fresh­ness, vi­vac­ity and a riot of colour come to­gether to create the lat­est win­dow dis­plays at Shop­pers Stop, where the themes act as great back­drops to show­case the lat­est of­fer­ings in fash­ion ap­parel and home im­prove­ment .The theme was de­signed to touch the emo­tive sense of cus­tomers. “The floral them was meant to touch a chord, tak­ing you back in the days when you felt you ac­tu­ally walked in a field of tulips and lilies. The sim­ple joys like rid­ing a bi­cy­cle in a field of lilies are bound to make even the tough­est soul melt and feel like a child,” says Ar­den J. Dsouza, Head Vis­ual Mer­chan­dis­ing, Shop­pers Stop.

Flo­raveri, the floral con­cept in both the fash­ion win­dows of Shop­pers Stop as well as the Homestop win­dows, cre­ates a vis­ually com­pelling set­ting with the com­bi­na­tion of back­ground graphic, props and styl­ized mer­chan­dise set­tings. Floral head­gears adorn­ing the man­nequins add a whim­si­cal twist to the con­cept.

Speak­ing about the in­spi­ra­tion Ar­den ex­plains, “The main in­spi­ra­tion was from the song ‘Life is a Flower’ where the lyrics are - We live in a free world, I whis­tle down the wind, carry on smil­ing & the world will smile with you. Life is a flower so pre­cious in your hand, carry on smil­ing and the world will smile with you. Flow­ers, for de­sign­ers, are an end­less source of in­spi­ra­tion be­cause of their del­i­cacy, fem­i­nin­ity and beauty. They're also such a wel­come sign of sunny days ahead af­ter a long win­ter and what bet­ter way to say hello spring!”

In­spired by style and fash­ion, the Sun­glasses win­dow was de­signed to high­light and pro­mote fash­ion eye­wear as a se­ri­ous style state­ment. Ar­den ex­plains, “The sun­glass is a not a mod­ern invention for eye pro­tec­tion, it’s a state­ment of your own style, a cel­e­bra­tion of high fash­ion and life­style. From celebri­ties, politi­cians and or­di­nary men on the streets sun­glasses have al­ways been part of dress­ing up. Hence at Shop­pers Stop we de­cided to cel­e­brate this fash­ion ac­ces­sory the way that it should be – large than life, and that’s ex­actly how we thought we should de­sign our win­dow”.

The win­dow is a com­bi­na­tion of a graphic style gallery flank­ing larger than life props in the shape of sun­glasses with the theme propo­si­tion vis­ually an­chor­ing the set­ting at the cen­tre of the win­dow dis­play.

Th­ese se­ries of win­dows were fea­tured across all their stores and also in­ter­preted for store in­te­ri­ors at fo­cal points to ex­tend the vis­ual ex­pe­ri­ence of the theme at all key touch points in the store en­vi­ron­ment

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