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.
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
Udit Khanna, VM Head, Steve Madden India