VM&RD - - CONTENTS - Mansi Lavsi

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

Vis­ual Mer­chan­dis­ing

Sa­mar­jit Ku­mar Head VM, Puma

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