Cen­tral

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.

VM&RD - - CONTENTS - Mansi Lavsi

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.”

Vis­ual Mer­chan­dis­ing

Pawan Na­gar­wal, VM Head, Cen­tral

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