Van Heusen

Tex­tures of white emerge to set up a vanilla can­vas for the women’s win­dow dis­play at Van Heusen. It car­ries a very sim­ple idea of a plain back­drop to high­light the prod­uct. The idea may be very ba­sic, but the im­ple­men­ta­tion style sets it apart.

VM&RD - - CONTENTS - Mansi Lavsi

Clean neat lines adorn the new Van Heusen win­dow. Or­thog­o­nal is the only ge­om­e­try fol­lowed here. The gen­e­sis of the thought process was based on the no­tion of less is more. A clear and bold state­ment of so­phis­ti­ca­tion emerges from the ap­proach taken for­ward. The aim of ev­ery win­dow dis­play is to get no­ticed. So at a time when colours are bloom­ing in the mar­ket, white is bound to gain max­i­mum brownie points. All the brain-storm­ing led to the cre­ation of a neu­tral win­dow which quite lit­er­ally fo­cused on the mer­chan­dise. An all white pal­ette was cho­sen and spe­cial at­ten­tion was given to avoid mak­ing it look clin­i­cal. It had to spell poise and charisma at a dif­fer­ent level. Not many props were used to fill up the win­dow. Be­ing min­i­mal­ist in char­ac­ter, the dis­play sports only white life size books as props. They merge in the pal­ette, add an el­e­ment of in­ter­est to the win­dow and also work as ac­ces­sory dis­play units. One sin­gle lamp hang­ing down to eye level with a stain­less steel fin­ish adds to the so­phis­ti­ca­tion of the win­dow and con­trib­utes to sus­tain­ing in­ter­est. VH Woman has al­ways fol­lowed the ide­ol­ogy of be­ing prod­uct cen­tric. The props used are just sup­port­ing el­e­ments to the story and the prod­uct is the star. The phi­los­o­phy is car­ried out in all VH Woman win­dows. This also main­tains the VM his­tory of the brand. Also, the ma­te­ri­als and props used are very ba­sic so that they can be sourced at all places where their stores are lo­cated in and the con­ti­nu­ity and stan­dards are main­tained. The brand’s phi­los­o­phy of min­i­mal­ism and mod­ernism through us­age of clean lines has also been held in­tact by us­ing min­i­mal props and straight-line forms

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