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.
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