Telon Tale

VM&RD - - WINDOW DISPLAY -

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.

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