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