With the onset of spring, nature wears a new guise and spreads a tantalizing aura of textures. Shopper’s Stop’s SS’14 campaign is built around the alluring mood stirred by Spring which has inspired the brand’s story-board.
Abase palette of white and green which proposes pristine qualities of nature was chosen as the fundamental to the window which has colour infused in the composition with bright butterflies frolicking on the plants. A dense foliage of white leaves created in paper mache manifests as a white canvas for the window. They are hung from the ceiling and and extend till the floor, creating the image of a realistic natural setting. The inspired element is a cave covered with leaves and the mannequins displayed at the hollow part which give them an edge over the backdrop. The green in the colour palette is highlighted from behind the mannequins as a flat backdrop with newspapers simply painted in green. The mannequins sport vibrant colours
of the season chosen from the range of merchandise at Shopper’s Stop. The subtle colour palette of the theme accentuates the merchandise and at the same time enunciating its dreamy quality. The mannequins are made to wear skirts made from artificial grass panels and sport headgears made from elements of nature. This attitude underlines the bold statement that the theme dictates i.e. being one with nature. The white in the colour palette also takes the form of flowers made from crumpled paper and laid out in the backdrop. Table tops taking the form of a tree serve as stands to display accessories. They also add a hint of colour. To be in sync with the theme, the merchandise chosen to display also has floral connotations. Every aspect of the window has been detailed out to the core to pronounce the theme ‘Fresh in Town’. In-store VM stations carry the theme forward. A panel of white paper mache leaves suspends from the ceiling and does its job as the simple backdrop. Butterflies fly here and there to give the nature’s effect. Leaf stems crawl on the name board of the theme which is created in acrylic. It brings the display look closer to what the theme suggests. The theme takes the merchandise as well to the next level with its surreal tones and the idea of attracting by alluring