Central celebrates its 10th anniversary with a flamboyant display of happiness and excitement through its store front in its window displays using communication, art and party fashion coordinates.
Ahappy time at Central and the atmosphere is all cheerful. VM uses its power to celebrate this happiness with a splash of red. Red is the signature colour of Central and also symbolises a celebratory mood. For the window display, the idea was to communicate the 10th anniversary theme to the customer at first glance. As a blatant expression, the number 10 was created in 3D and lit with white LEDs on the border. This forms the centrepiece of the display and also stands as a milestone for the brand’s journey. It is also indicative as a birthday candle.
The backdrop crafted as an array of origami flowers from red parchment recycled paper, is highlighted with soft lights. The lighting is kept dull to bring out the romance of the occasion. To complement the red flowers, an imagery of a young lady in red completes the backdrop. It insinuates the ‘glamourously beautiful’ image of Central, especially to their women customers. The mannequins too are
dressed up in black and red -- the colours of celebration. Also, the styles draped on them are from the latest collection at Central and denote an updated style statement. The window floors are scattered with the red parchment flowers as an emphasis of the concept.
The theme extends in-store as well with the same elements carried forward. The handcrafted flowers continue their trail in the in-store displays. Mannequin clusters are displayed with the number 10 sign like the one from the window display and tagged as “Celebrating 10 years”. This forms the signature and the numeric 10 with its tag continues everywhere in the in-store signages and communication templates.
Talking about the production, Pawan Nagarwal, VM Head, Central, says, “We kept the production very simple and a creative approach was defined for development of props using an “eco-friendly” approach.” Further, speaking on the festivities, Pawan says, “We had a gala event held at every store in the chain; cake cutting with special invites for our loyalty program members and high tea sessions with the top spenders at our stores. Also, we had fantastic support from our brand partners who helped us build a special shopping experience and best fashion offering for the month.”
Pawan Nagarwal, VM Head, Central