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

Sus­mita Das

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