Fascination points are striking, individual display and decoration solutions, positioned at promi-nent points within stores and are designed to be visible from a distance. These can be images, display decors or promotional displays. They are eye-catchers and can also be used to guide customers in a specific direction if a matching merchandise display is added to the decor.
Fascination points are logically used at the end of an aisle, at an intersection between two aisles, as an attraction within or at the entrance to a department. They should always be highlighted by additional lighting (e.g., spotlights pointing at the decor). The items visible in the display decor should be available on merchandise supports nearby; easily accessible to the customer who does not have to look far to find the goods that have caught his eye. Fascination points should always offer customers a unique and surprising visual experience and create an emotional attraction to the surrounding merchandise, whilst contributing to the store atmosphere. They provide an immediate stage for merchandise and are the easiest means of encouraging customers to buy. They should be redesigned or replaced in line with the frequency of customer visits, and at least every two weeks
A fascination point in a department store near an escalator. The unusual plinth design and display decor with accesso-ries creates an eye-catching feature - Visplay system Area 20 (John Lewis, Leicester, UK). The fascination point in the centre of the corridor style space with current fashion trends attracts customers to the stairs leading to the rear of the shop. The items are displayed in different sizes on the plinth alongside the display decor (Basler, Cologne, Germany). A fascination point at the centre of the sales floor. Current fashion is displayed on mannequins with a unique plinth de-sign and special lighting elements to create a visual experience (Blijdesteijn, Tiel, Netherlands).
A fascination point with an evening wear display decor. Its distinctive shape – an open cube (Visplay system Kado 25) -, different plinth heights and theme colours (black and red) immediately catch the customer’s eye (Marks & Spencer, Lon-don, UK),