Ray­mond

Ray­mond launched its Au­tumn Win­ter 2012 col­lec­tion dur­ing the Di­wali sea­son with a win­dow in­stal­la­tion theme that cel­e­brated the sea­son ev­ery day.

VM&RD - - CONTENTS - Sus­mita Das

Cel­e­brate Ev­ery­day be­ing the theme of the cam­paign, we wished to cre­ate win­dows that speak out to a very large and di­verse cus­tomer base. The term ‘Cel­e­brate ev­ery day’ is our way of re­it­er­at­ing the life style of the essence of the com­plete man. With more than 700 stores to cover across the re­gion, the out­put had to be uni­form and con­vey a com­mon mes­sage of cel­e­bra­tion,” ex­plains Mrin­moy Mukher­jee, Di­rec­tor, Mar­ket­ing & Busi­ness Devel­op­ment, Re­tail, Ray­mond Lim­ited.

The cre­ative di­rec­tion of the in­stal­la­tion was in­spired from Di­wali lamps in­ter­preted in a con­tem­po­rary con­text.

“We brain­stormed about what Fes­tiv­ity, Cel­e­bra­tions; and Di­wali meant to all and came up with some com­mon terms that de­scribe it all. Th­ese key words i.e. bond­ing, grat­i­tude, sur­prise, new­ness and dé­cor were then trans­lated into the fi­nal de­sign. The con­ven­tional shape of 'diyas' that peo­ple re­late Di­wali to, were placed strate­gi­cally to con­verge to the main frame that forms the main back­drop to the man­nequin,” adds Mrin­moy. The de­sign con­cept is de­signed to catch the eye and draw at­ten­tion to the fash­ion state­ment pre­sented by the col­lec­tion of prod­ucts in the win­dow dis­play. “The de­sign leads the eye to the hero of our win­dow that is the en­sem­ble. All at­ten­tion must fo­cus to our prod­uct, which was the end idea,” shares Mrin­moy.

The de­tail­ing in­cludes the use of dif­fer­ent ma­te­ri­als and light­ing tech­niques to cre­ate the

eye-catchy ef­fect. “The de­sign in­volves us­ing an ACP panel as a back­drop that is se­cured on the frame. The ‘diya' bub­bles ‘are back­lit with the help of LEDs that when switched on lend a bright glow to the back­drop and within it as well. We also wanted to add a third di­men­sion to the win­dow and not keep it flat,” shares Mrin­moy. The con­cep­tu­al­iza­tion is a col­lab­o­ra­tive ef­fort of Ray­mond vis­ual mer­chan­dis­ing and mar­ket­ing team with team Liganova, the Ger­man BrandRe­tail Com­pany. “Win­dows are de­signed as per the na­tional and re­gional cam­paigns that may be per­ti­nent dur­ing the pe­riod. Along with the Liganova team we work on the key words and con­cepts in a co-cre­ation work­shop. The de­sign is then worked upon by them and then con­verted into pro­to­types and a de­sign docket cre­ated for roll out. Our win­dow for our flag­ship store has been adapted & ex­e­cuted by our in-house team,” avers Mrin­moy. Ray­mond plans to fea­ture this win­dow theme till De­cem­ber end in all its 700 plus stores across In­dia

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