Citibank goes merry-go-round!
An unlikely name in the VM context, Citibank, now gives retailers a run for their money with this exclusive window that features an interactive display with high end technology and playful aesthetics at the Palladium Mall in Mumbai.
It’s not often that one gets to see a bank going all out with a window display and yet that’s exactly what Citibank has done at the Palladium Mall, Mumbai with its innovative Christmas window display with the aid of design group Liganova. Playing around the theme of travel, the bank has mainly executed this window as a tool to promote the brand image and intrigue the consumers. “Citibank is doing a lot of changes to the way they function and the way they approach their clients. Now they intent to attract the consumers in a retail fashion as well and want to tell the consumers that bank is not the place where you have to go only when are in need. They wanted to create a branch where the consumers also visited it because of its design aspects. The branch at the Palladium Mall has even tied up with many partners within the mall which provides its consumers various lucrative offers at a few retailers. So these are a few initiatives the bank is driving to increase the footfall of the consumers inside. They especially felt that visual and window displays can create a big impact in attracting the mass,” informs Arnaud Brachet, Design Director at LIGANOVA India Brand Retail Pvt. Ltd. A combination of Santa flying in an air balloon and a lit moon at the back ground, a merry Christmas signage along with a skyline as the backdrop, connotes the Christmas travel theme at the window. But the main highlight on the display are the motion sensors which get activated with the movement of the passersby and on activation, the fire in the balloon comes up, and so do the lights in the basket and the merry Christmas signage, all creating a hallow effect around the building. The bright lighting and a big merry-go-round make the display more enticing. When the sensor picks up motion outside, all the lights turn on and start moving which creates the effect of the merry-go-round turning. But the excitement doesn’t stop here; the window display also features a magic box with a Citi Bank card, which is the only product displayed at the window. This magic looks like a mirror box, but as soon as someone walks by, it lights up and the product gets visible. There is also a video screen aligned with the window displaying a message dedicated to Christmas along with a small movie of Santa Claus. A synchronized connection between the video wall, the window and the façade accentuates the theme of the display. Speaking about the conceptualization of this creative window, Soumyajit Chakladar, Retail Designer at LIGANOVA India Brand Retail Pvt. Ltd. shares, “The brief given to us by the bank was to mainly do something aesthetic with the facade and the windows in order to inspire people so that they visit the branch. Chiefly the bank wanted something which is interactive and which creates an interest, so that people just don’t have a glance at the window and pass by. More or less the entire idea was to excite the customers.” He further adds, “So, this Christmas theme has been our first project with Citibank. We made an entire illustration where Santa was the main focus and at the very first point we intended to convey to the consumer that the thematic appearance of the window is inviting and it talks about Christmas.” To execute this window along with the intensive technology featuring motion sensors which senses up to seven to ten metres and make the window get activated for six seconds before it shuts down again, this display has also been created with the fusion of various other elements which include a weaved basket sourced from Assam, magic mirror, MDF panels, vinyl prints, acrylic cut-out which has been used to craft the moon and backlit letters which flaunts a new approach of doing acrylic signage’s. The bank plans to continue creating such visual displays and after this Christmas window, the next change will feature a sale window which will be again executed by Liganova. “The bank plans to take forward this concept and they are also scheduling to do these kind of displays in approximately 20 more branches across the country but that will happen only after three to six months. They have to evaluate the returns of the window and its feedback,” sums up Arnaud