Steve Mad­den

Steve Mad­den, the iconic de­signer footwear brand, launched its sum­mer collection of colourful fash­ion footwear, bags and ac­ces­sories in a cre­ative win­dow in­stal­la­tion in­spired by im­pres­sions of free flow­ing paint cans.

VM&RD - - CONTENTS - Mansi Lavsi

With peppy in­te­ri­ors, colours on the roll and love-at-first-sight prod­ucts, Steve Mad­den makes a state­ment for the youth. The en­tire pack­age com­mu­ni­cates a funky im­age for the brand. The VM el­e­ments used for the new dis­play fall in sync with the im­age. The dis­play this sea­son draws in­spi­ra­tion from the rock & roll era of the 1980s. Props like disco balls, shim­mer stars, glit­ter bot­tles and cham­pagne glasses, or­nate frames, and faux Os­car tro­phy are few of the props used in ac­cen­tu­at­ing the brand iden­tity.

A graf­fiti wall done up to sym­bol­ise the funky na­ture be­comes a sig­na­ture across dif­fer­ent Steve Mad­den stores. Prod­ucts from the la­bel which com­ple­ment the aes­thet­ics of the wall are placed in niches cre­ated within to form a com­plete pic­ture. A sig­na­ture so lively as this ful­fills the in­tent of the cam­paign -- a di­rect con­nec­tion to the youth. Also, with the ris­ing pro­pa­ganda of dig­i­tal medi­ums, a screen in­stalled in the graf­fiti wall serves as an in­for­ma­tion touch point in the store. Run­way videos, Steve Mad­den him­self, and con­struc­tion of the shoe or prod­uct story are few of the in­for­ma­tion records re­layed.

Com­ing to the win­dow dis­plays, the idea of com­mu­ni­cat­ing colours was quite lit­er­ally ex­pressed. The sum­mer collection at Steve Mad­den is an ar­ray of bold colours. This was rep­re­sented by drip­ping paint buck­ets of dif­fer­ent colours on white cans. Prod­ucts from the collection with ex­act bold shade were dis­played along­side the drip­ping paint. Colourful pumps, bal­let shoes and purses in bold shades high­light the collection. The dis­play has been done up as if try­ing to say that the prod­ucts are dipped in colour. The colour co­or­di­na­tion at the win­dow level has been ex­e­cuted such. Paint buck­ets, neon wires and FRP is used to cre­ate the drip­ping ef­fect. A colourful ex­trav­a­ganza thereby or­nates the win­dow

Vis­ual Mer­chan­dis­ing

Udit Khanna, VM Head, Steve Mad­den In­dia

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