Unlocking the Soft Secret
The Allen Solly Window installation for the ‘Secret Wash- softest Shirts’ is unusual and different and does create an element of curiosity about the USP of the collection.
The quirky window display theme was based on the concept of concealing more than it revealed and still communicated the ‘key’ message of the theme. “We wanted to do something different for the special shirts - that feels nicer and softer than ever before. Two aspects came across were Softest and Secret. We tried quite a few iterations; Clouds-which are soft and light, Rabbit as one of the considerations and even a Trial Room theme. Finally we settled for a different and quirky ‘ Key Hole’ theme, which depicted the ‘secret’ activity by offering a peep into a keyhole. This revealed the ‘Soft’ aspect inside the Windows with the display of one or more shirts displayed. It’s simple, but interactive,” explains Anuraag S, Head VM-Allen Solly. The idea to block the window was indeed against the traditional need for opening up windows and that helped catch attention. He further added, “The theme turned out to be highly innovative. First, not many retailers like to block there Windows like we did to create the Key-Hole. Secondly, the key-hole factor did create a ‘Secret’ factor which leaded the customers to peep in the windows.” The installation is a combination of a wooden box with an exaggerated key hole that allowed a view of a neat setting of the collection, communication with digital vinyl print on the window glass panel and an announcement easel at the store entrance. But the mystery is extended into the store interior in feature presentation points with communication compelling customers to try and feel the product. Anuraag explains, “It was highly important to connect the communication in the window, right into the store”. The in-store setting were supported with props that helped complement the collection featured on the power wall that displayed all the Secret Wash styles