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