News makes Art win­dows

VM&RD - - WINDOW DISPLAY -

Shop­per Stop’s new win­dow con­cept presents a sus­tain­able fash­ion state­ments crafted out of news­pa­pers to pro­mote its Mon­soon Sale this year. “To cre­ate the unique craft im­pres­sions of fash­ion, the dis­play teams across the coun­try were given hands on ex­pe­ri­ence in the art. This art form, though looked spon­ta­neous, was ex­e­cuted only af­ter much de­sign de­lib­er­a­tion & plan­ning of the con­cept,” ex­plains Ar­den J. Dsouza, Head Visual Mer­chan­dis­ing, Shop­pers Stop. While bravura stood for the Shop­pers Stop’s con­cept, the Homestop win­dow dis­play was about bring loud and clear. “For the Homestop dis­plays we adopted this dis­play strat­egy - Loud & clear with the play of words SALE in a larger than life type­set. Added to it was a translu­cent win­dow which added to the in­quis­i­tive fac­tor for con­sumers to peek in & see the mer­chan­dise within,” Ar­den ex­plains. The ex­e­cu­tion medium used was an in­no­va­tive se­lec­tion of eas­ily avail­able, cheap and

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