Arty Home Set­ting


Cen­tral has in­tro­duced a spe­cial win­dow dis­play to high­light its Home Col­lec­tion ex­em­pli­fy­ing a raw look.

Cen­tral un­veiled its Au­tumn Win­ter Home Col­lec­tion in a win­dow in­stal­la­tion con­cept which a theme based on an im­pres­sion of rus­tic ur­ban art. “At the launch of the new sea­son, AW2013, the ob­jec­tive was to present the new col­lec­tion in a very artis­tic way to achieve a look and feel which res­onates with the taste of mod­ern cus­tomer,” says Pawan Na­gar­wal, Head -VM, Cen­tral. The set­ting uses many ev­ery­day com­mon el­e­ments put to­gether in a col­lage to cre­ate the arty in­stal­la­tion. Naked in­can­des­cent bulbs, vin­tage fur­ni­ture, a rope ham­mock etc. in a graphic back­drop of an open brick wall cre­ate the set­ting for fea­tur­ing the Home Col­lec­tion. “It’s an eclec­tic way of rep­re­sen­ta­tion. Ex­posed brick back­drop, raw bulbs – usu­ally as­so­ci­ated with an in­dus­trial feel of denim wear, pro­vide an ex­tremely un­ex­pected dé­cor while the place­ment of mer­chan­dise on the wall fur­ther cre­ates in­trigue,” avers Neha Melit, Pune Re­gional VM. The vis­ual mer­chan­dis­ing cam­paign has been ex­tended into the store where the mer­chan­dise is pre­sented on the sell­ing floor. On this note Neha shares, “The win­dows have to con­nect or rather flow into the in store dis­plays where ac­tual sell­ing hap­pens. A very sim­i­lar dis­play co­or­di­nated with mer­chan­dise is on of­fer for cus­tomers to browse, se­lect and shop.” The brand plans to fea­ture the dis­play across all the stores till the end of Oc­to­ber

Sus­mita Das

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