Take wing with Jeremy Scott

Brand Adi­das launched its lat­est col­lab­o­ra­tion col­lec­tion by Jeremy Scott iconic wings sneak­ers in an eclec­tic win­dow dis­play. The win­dow in­stal­la­tion was cre­ated to rep­re­sent en­ergy, whimsy and fun us­ing im­pres­sions of its ap­parel & footwear con­struc­tion

VM&RD - - WINDOW DISPLAY -

In J une 2008 Adi­das l a unched a col­lab­o­ra­tion col­lec­tion of footwear and ap­parel by Jeremy Scott, known for his out­landish haute couture cre­ations. The lat­est col­lec­tion of this as­so­ci­a­tion was launched in In­dia us­ing the iconic Wings sneaker as the an­chor in the launch and pre­sen­ta­tion across its store fronts and in-store dis­plays. “The theme and POS ele­ments were care­fully se­lected in or­der to cre­ate an am­bi­ence rep­re­sent­ing en­ergy, whimsy and fun giv­ing the win­dow a pre­mium perky edge. The iconic de­sign in­spi­ra­tion in­duced in the ap­parel & footwear con­struc­tion is tran­scribed with sur­real de­sign ele­ments in the win­dow,” ex­plains Priyanka Sachdeva, Man­ager Vis­ual Mer­chan­dis­ing at adi­das. De­signed by TBWA de­sign agency, the win­dow dra­ma­tizes the col­lec­tion’s winged icon graph­i­cally in a win­dow set­ting with glossy vinyl’s , pink LED’s and etched flu­o­res­cent acrylic boxes. “Wings are used as main fo­cal point of the win­dow en­hanc­ing the look and feel while Mannequin stands as a key el­e­ment in the win­dow ex­em­pli­fy­ing bright totem jacket with iconic wings high top footwear. Be­sides this, the Flu­o­res­cent Acrylic boxes with etched edg­ing is used to give a per­fect frame to high­light winged footwear and a pair of sneak­ers adorned with sunglass-wear­ing poo­dles giv­ing the win­dow a scin­til­lat­ing fin­ish,” In­ter­pre­ta­tion of the theme across dif­fer­ent win­dows and lo­ca­tions use the Winged Adi­das logo and vi­su­als of mod­els flaunt­ing the Jeremy Scott fash­ion at­ti­tude. The theme has been ex­tended in-store with the use of the key de­sign el­e­ment of the col­lec­tion in the vis­ual com­mu­ni­ca­tions and props. The dis­plays are planned to de­mar­cate the Jeremy Scott ap­parel col­lec­tion and specif­i­cally high­light­ing totem jack­ets, wings women Jack­ets, lux­u­ri­ous chain cage track top with cut-out body etc.. Ap­parel hang­ers are made pro­pri­etary to the col­lec­tion with wing shaped hanger tag and footwear with riser blocks with wings. The pre­sen­ta­tion stan­dards fol­low the strin­gent brand guide­lines. “Our Global adi­das Team pro­vides us with strin­gent guide­lines for win­dows and In-store POS. Ba­sis the same; we de­sign and cus­tom­ize the win­dows in-house as well as work with de­sign agen­cies,” shares Priyanka

Sus­mita Das (with in­puts by Vaishali Tan­war)

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