Puma, the sportswear brand, takes a lifestyle inspired path for its SS’14 window displays. Brazil, which has been synonymous with football for ages, holds the key to the brand’s new window displays. Strong connotations of a Brazilian heritage football lifestyle come through at Puma this SpringSummer.
The window display represents the collection Puma is sporting this season; which is a street inspired collection they have artfully named ‘Brazil Reissue Collection’. A football theme, Brazilian contexts and the new collection at Puma all come together on the Puma window. A fun element is generated through the colours complementing the theme. A mix of green, yellow and blue creates a vibrant display. The window backdrop features a graphic mood shot of a male model decked up in the focus merchandise from the new collection. The new collection promotes the Puma suede shoe and is flaunted in the backdrop as well.
The collection is street inspired and the concept hails back to the 70’s. So the props used and the ideas expressed had to be very simplistic and yet communicate volumes about the new line. Wooden crates and metal chairs were painted and put up artfully. Their articulation allowed for products to be displayed in various ways. With this flexibility offered, different Puma windows exhibited different styles. An interesting feature of the windows are the Macaws prancing around in the windows. Well, not really Macaws, but thermocol crafted, the effect though is realistic enough. The thermocol has been coated with Epoxy Resin and hand-painted for the final look. Their finesse is effectively deceiving and surely deserves an applause. They add excitement to the window with a dash of the Brazilian touch. The mannequins, men and women, pose in an athletic posture to communicate the sports association of the brand and suits the football collection well. The Puma suede show is the merchandise highlight this season, along with its larger-than-life feature in the backdrop, and the actual product as well, displayed in multiple numbers and multiple ways in the window.
The store interiors as well follow the lead given by the window. This continuity is seen in the floor and wall fixtures through graphics. The words ‘Road to Brazil’ have been sprawled across the store to indicate continuity. This tagline for the window display theme appears subtly on the facade glass as well. “We have connected the window to the promotional fixture and finally the in-store merchandise display wall through graphic line and dots. It ensures that the customer is led to the area where we have displayed this collection in the store. There is no way that the customer will miss this,” says Samarjit Kumar, VM Head, Puma, summing up the design philosophy for the display
Samarjit Kumar Head VM, Puma