He­lios

He­lios, a part of Ti­tan Com­pany Limited is of­fers a great col­lec­tion of watches from 25 in­ter­na­tional brands. The brand pre­sented an in­ter­est­ing win­dow in­stal­la­tion that caught the eye through a cat­e­gory pro­pri­etary con­cept that was im­pact­ful through moti

VM&RD - - CONTENTS - Mansi Lavsi

Gears are key to the mak­ing of a watch and one can­not go wrong with their de­pic­tion. For their sale win­dows, He­lios has brought forth the ki­netic mo­tion of gears in watches. With newer in­no­va­tions com­ing in win­dow dis­plays ev­ery sea­son, ki­netic mo­tion rep­re­sents the VM thrust to­ward non-static dis­plays. The mo­tion dis­play at He­lios un­der­scores the store’s exclusive po­si­tion­ing. Th­ese gears in­stalled at dif­fer­ent lev­els em­pha­sise the theme, and lend mean­ing to the ki­netic mo­tion with the 3D ef­fect. With or­ange as the base colour, the win­dow is quite read­able at any time of the day. One of the gears has ‘SALE’ sprawled across it; af­ter all, that is the whole point of the win­dow dis­play. The ad­join­ing gear brags about the brands on sale at He­lios. This also adds brand value to the store. The con­cept was adapted ac­cord­ing to the size of the win­dow at dif­fer­ent stores. A max­i­mum of three mo­tors were used to cre­ate the gear col­lage. High street and mall stores in tier I cities have show­cased the ki­netic win­dows. High street stores have the added ad­van­tage of gar­ner­ing max­i­mum views. Al­though, the win­dow dis­play does at­tract at­ten­tion, there is no harm in go­ing the ex­tra mile. “We have used a gi­ant size back-lit watch unit which is 15 feet high -- vis­i­ble to the passersby from a good dis­tance and at­tracts a lot of at­ten­tion,” says Jatin Ja­luthria, As­sis­tant VM Man­ager, He­lios. This watch unit serves the pur­pose of high­light­ing the sale sig­nage. Do­ing a ki­netic dis­play does not come cheap. In this case, the costs have to be bal­anced and so cheaper ma­te­ri­als were used in the ex­e­cu­tion. The gears were made with sun­board with vinyl ad­he­sive and the mo­tors placed on iron stands. Sun­board be­ing a lighter ma­te­rial sup­ports the ro­ta­tion of the 6 feet in­stal­la­tion with­out any glitch

Vis­ual Mer­chan­dis­ing

Jatin Ja­luthria, As­sis­tant VM Man­ager, He­lios

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