Open doors to Spring!
The sun beams on the trees which are dressed up in a new foliage. Flowers bloom and the earth looks like it wears a green shawl. A happy atmosphere beckons and brings a smile on the faces, spreading cheer. Welcome to the SS’14 Gant window displays which o
The theme of the new SS’ 14 Gant Windows is Spring Wedding; which is not a very Indian concept, but the colours go with the seasonal shades and an international idea is brought in. The Gant windows have been conceptualized in accordance with a European legacy and a fusion of formal and casual resonates across the displays. The Spring wedding feel is played up in the background and the merchandise sports a casual look. To convey a global outlook, international guidelines serve as the rule book for display design. International merchandising styles are accordingly followed. The Gant SS’14 theme draws attention through Spring scenery being unfolded through the door. A first glance makes it seem like a realistic door opening to the outside world at the onset of a new season. An artificial grass carpet floors the window display. Mannequins are placed on stepping stones to give the outdoor feel. The Spring wedding is announced with an invite placed on a easel. It might not be a direct gesture, but it does appeal to the passer-by to enter the store. Bunches of white flowers with their greens augment the wedding affair and add subtle references to a floral atmosphere. In the case of smaller windows, the wedding theme is played down due to space constraints and the focus is on the Spring season factor . The Spring scenery in the background and the grass carpet with the stepping stones is a continued language. Wooden chairs behind the mannequins are suggestive of an experience of basking in the sun. The lights in the Gant windows this season are made to focus on the mannequins with the theme draping in the background. The focused lighting brings forth the merchandise ideas of the season, the pastel shades it is promoting and the brand concept for Spring Summer wear catering to the Indian market.
This concept at an international Gant window would sport a different set of merchandise to cater to the clientele there. The same concept has been knitted in the Indian market with merchandise display which would suit the likes of the Indian customer for a weather which we would just call Summer