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

VM&RD - - WINDOW DISPLAY - Mansi Lavsi

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

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