Elle

VM&RD - - CONTENTS -

Think sum­mer-spring and you think lush green fo­liages, coloured berries, pas­tel shades in the back­ground and most of all- flow­ers. A stroll in the gar­den ab­sorb­ing the flo­ral fra­grances is enough to take your mind off the heat. Bring­ing this alive is the Elle Spring Sum­mer ‘14 win­dows which re­volve around the con­cept of a happy gar­den. The Elle brand colour lan­guage for its stores is all white. The store in­te­ri­ors as well as store-fronts are based in white and so the win­dows are set in white frames too which, though sub­tle, per­fectly syncs with the theme on dis­play. Creep­ers hang from the top and fall into the gar­den­ing wa­ter cans filled with pink and red flow­ers. These cans sus­pended from the ceil­ing at ran­dom heights and painted white en­hance the feel-good fac­tor. Adding to the charm are the flow­ers which are hand­crafted in paper. The wa­ter cans are a sym­bol of the sum­mer gar­den and the white buck­ets at the bot­tom of the win­dow com­plete the pic­ture and also play host to the bloom­ing pink and red flow­ers along with their greens. Big­ger Elle win­dows have the floor car­peted with a nat­u­ral gar­den ef­fect. The mer­chan­dise dis­played in these win­dows is also care­fully cho­sen. Com­ple­ment­ing the ELLE theme for this Spring Sum­mer sea­son is its collection, which is also based on the flo­rals and pas­tels theme. The colour theme is fol­lowed in­side for the collection dis­played across the rest of the store as well. With the ELLE collection be­ing the fo­cus of the dis­play, the win­dows do not use any back­drop. In­stead, the vis­ual con­nec­tion from out­side to in­side is in­ten­tion­ally kept trans­par­ent and seam­less

Vis­ual Mer­chan­dis­ing

Ar­jun Reddy Head VM, Elle

Mansi Lavsi

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