Allen Solly

Allen Solly launches it sum­mer collection ‘Air Shirts’ , a collection of cool sum­mer fash­ion ap­parel de­signed with spe­cial light yarn that of­fer com­fort and style in the sea­son. The collection is pre­sented in a win­dow in­stal­la­tion that pre­sents its fea­tur

VM&RD - - CONTENTS - Mansi Lavsi

The en­tire VM story re­volves around this one prod­uct that the brand proudly pre­sents as a so­lu­tion to the heat-struck times. The Air Shirt is crafted specif­i­cally to soothe the heat. It fo­cuses on be­ing light-weight and thereby uses lithe yarns, light­est of the but­tons and lis­som thread work which weighs as low as 163 grams. Weight of the prod­uct was the high­light and the VM cam­paign mar­keted on that. It was the sole qual­ity used to com­mu­ni­cate com­fort of the ma­te­rial and don style as well. Quite a di­rect ap­proach en­sued on the VM front to en­dorse the Air Shirt. From props to prod­uct to colour pal­ette; the dis­play braces all facets. A sim­ple idea com­mu­ni­cated in a sim­ple way - could it get clearer? The idea of a light-weight shirt is ex­pressed with a weigh­ing scale. The scale holds the Air Shirt on one side and a weight on the other. The con­cept has no more to say than this; but the way it is pre­sented speaks vol­umes on the qual­ity and sta­tus of the brand. The win­dow dis­play en­com­passes a colour pal­ette of white and light blue. The white com­ple­ments the brick-tile wall tex­ture which is sig­na­ture to Allen Solly stores. The blue is a sky in­spired colour to ren­der the feel­ing of light­ness. The white and blue con­trast cre­ated at the win­dow vouch for clear com­mu­ni­ca­tion of the idea, im­part­ing an aes­thetic value to the in­for­ma­tion to be pro­cessed. The white scale is a cus­tomised prop Allen Solly cre­ated for the dis­play. To mark the Allen Solly sig­na­ture, its mas­cot - the stag - is seen in the sil­hou­ette of the scale. Choice of ma­te­ri­als to cre­ate the dis­play has to ad­dress cost is­sues while en­sur­ing qual­ity of aes­thet­ics and com­mu­ni­ca­tion. Here, FRP (Fi­bre Re­in­forced Plas­tic) was used for the trays hold­ing the shirt and the weight and the stand was crafted from MDF. Clear acrylic base held the shirt in place and the weight is made of sun-board with a layer of grey paint. The win­dow also in­ti­mates the on­looker with in­for­ma­tion tags ad­vo­cat­ing the use of the shirt

VM Con­cept

Anu­raag Sing­hal

Cre­ative and Com­mu­ni­ca­tion

Richa Shri­vas­tava

Re­gional Team

Re­gional VM South- Ritu Sa­hay Clus­ter VM, Ban­ga­lore- Arun Ku­mar

Sup­pli­ers and Ven­dors

3N Dis­play So­lu­tions, Clarence En­gi­neer­ing Works & Cre­ative Con­cepts

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