Shop­per’s Stop

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.

VM&RD - - CONTENTS -

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

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