Life Style

It’s spring time and in keep­ing with the sea­son’s spirit, Life­style SS’14 gets in the hol­i­day mood to take its cus­tomers on a trip to the oceanic ter­rains. Two win­dow dis­play themes-Nau­ti­cal and Trop­i­cal- show­case Life­style’s trends for the sea­son.

VM&RD - - CONTENTS - Mansi Lavsi

This Spring – Sum­mer sea­son the win­dow dis­play in­stal­la­tions at Life­style pro­mote the key fash­ion state­ments fea­tured in the store across the wide range of brands. The fash­ion con­cept of these col­lec­tions in­spire the theme and the ex­quis­ite pal­ette for the win­dows. Dis­play themes evolve based on the prod­uct sto­ries and range high­lights of the sea­son. “Ideas are dis­cussed as the teams jog through the range and themes/ sto­ries for the up­com­ing sea­son of all brands that are part of the Life­style um­brella. Ideas are passed through a de­ci­sion fun­nel where themes are dropped or moved for­ward be­fore we de­rive a com­mon theme that can be traced across most of the brands,” said Srini­vas Rao, AVPMar­ket­ing, Life­style.

The Nau­ti­cal win­dow

With the sun over­head, a dip in the ocean sounds like a very sooth­ing idea. The Nau­ti­cal theme for the sea­son is in­spired with western tra­di­tions of hol­i­day­ing on the wa­ters. The trends on dis­play for the sum­mer aptly syn­chro­nize with the theme. One look at the win­dow and one won­der­sare these man­nequins stand­ing in wa­ter? That, is the ef­fect of aes­thet­ics brought to life by the Life­style VM team. An ex­panse of the sea dressed up with el­e­ments of the nau­tic pre­sents the can­vas to show­case the prod­ucts in theme. A vast and blue back­ground with care­fully thought of light ef­fects cre­ates the oceanic ap­peal. Un­der­wa­ter rudi­ments like corals, polyps

and anemones bring the real­is­tic over­tones to the win­dow. Blue halo­gen lights and UV lights ren­der a sur­re­al­is­tic hazy un­der­wa­ter ef­fect. The in-built white fo­cal lights throw im­por­tance on the man­nequins dressed in the colours of the sea­son. Dif­fer­ent styles and trends cho­sen from a range of prod­ucts across all brands are show­cased here to aug­ment the nau­ti­cal por­trayal. The man­nequins have been made to wear scuba gear; adding a real­is­tic touch. Cost had to be taken care of and cre­ate a store im­pres­sion within bud­gets So waste cot­ton, plas­tic cups, straws, cy­cle spokes, ther­mo­col, fi­bre glass and MDF were used to bring out the in­tri­ca­cies of an un­der­wa­ter en­vi­ron­ment. Cre­ative el­e­ments like the trea­sure chest, hill and the wrecked ship pose as specifics in the theme. Such at­ten­tion to de­tail is what livens the win­dow. Over­all, a sum­ma­tion of all cre­ative in­puts that shapes up a pic­ture per­fect win­dow.

The Trop­i­cal Win­dow

Life­style em­braces the hol­i­day sea­son with an­other con­cept of fun and frolic out in the open. A cheer­ful and happy-go-lucky at­ti­tude takes form through the win­dow dis­play. The trends dis­played in this win­dow com­mu­ni­cate the feel­ing as­so­ci­ated with the theme. The win­dow dis­play vibes of a re­laxed day at the beach. Colours and mat­erails used to cre­ate the dis­play are in tune with the beach en­vi­ron­ment. The idea was to cre­ate an ac­tual set­ting rather than just give an over­view to it. The dis­play takes the cus­tomer into hol­i­day air whilst show­cas­ing man­nequins hang­ing out by the beach in a restau­rant set­ting or a beach shack. Vi­brancy and colours de­pict­ing spring sum­mer come through in an other­wise mono­chrome pal­ette of the beach. Man­nequins pose as if strolling by the beach or over­look­ing the ocean or just en­joy­ing a drink on a bar stool. Wooden crates, bam­boo, straw etc. have been used to cre­ate the beach set­tings. The back­drop of a stone wall with hints of the ocean seen by the side lays the scene for the props and man­nequins to com­plete the pic­ture. The sub­tle green­ery in the mono­chrome back­ground adds life to the win­dow. Warm lights high­light the colours and additional am­bi­ent light­ing brings out the bet­ter of the mood of the win­dow. Both the win­dow dis­plays set in dif­fer­ent con­cepts an­nounce the ar­rival of the hol­i­day sea­son. These con­cepts are con­tin­ued in store as well to keep the mood budding

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