The store’s configuration is such that it has two windows on the ground floor and a big window on the first floor. Fluorescent orange, a vividly visible colour and apparently the brightest of all, was used as the base colour for the windows.
The story that follows here is about the window communication at Telon which is an individual men’s wear store. Telon invites its male shoppers to nudge their pockets when the wedding bells ring. The store’s collection focuses on wardrobe essentials for a man in the wedding season. From club wear for bachelor parties to ethnics for the wedding to suits for formal functions; they have it all. But this idea in itself does not speak innovation. Also, it is located on the Santacruz SV Road in Mumbai; a street where Telon is just one of the many of these stores. It was important to make a different statement to move to the next level. Attractive window displays are a ‘thing’ of brands. But it is an accepted fact that they do wonders drawing customers in and also in positioning the brand. Telon walked on those footsteps and viola; these intriguing windows manifested. “It is the first time that Telon has resorted to a creative window display. We wanted to be different from the rest. Ravi Kaul has helped us achieve that. The idea was to be simple and yet very creative,” says Devang Gala who owns the store. The store’s configuration is such that it has two windows on the ground floor and a big window on the first floor. Fluorescent orange, a vividly visible colour and apparently the brightest of all, was used as the base colour for the windows. Simple stripes of orange in white make up the window backdrop for the ground floor windows. What catches attention the most are the bird-masked mannequins. One wonders why the mannequins are masked such. “It was a very simple concept. We wanted to show the clothes the mannequin is wearing. The mannequin’s face is not that important.