Life­style

VM&RD - - CONTENTS - Mansi Lavsi

The de­par­ture of EOSS bring in the Au­tumn Win­ter Sea­son and time to step out in a new wardrobe for the new sea­son. The win­dows at Life­style wel­come this with two win­dow in­stal­la­tion themes, Au­tumn Hues and Mono­chrome, in­spired by the causal out­doors and or­ganic geo­met­ric forms.

With the on­set of the new sea­son, the store fronts of Life­style stores un­veil a new look bring­ing in its breeze, colours of the sea­son ren­dered in in Au­tumn Hues in­spired by the look and feel of an ‘au­tumn lodge’. The scene cre­ated is an im­pres­sion of the ca­sual and leisurely mood of the au­tumn sea­son. Man­nequins styled in the ca­sual fash­ion col­lec­tion of the AW sea­son add drama to the set­ting. Care­fully de­signed props and\ graph­ics com­ple­ment the out­door theme.

The earthy colour pal­ette of the theme com­ple­ments the col­lec­tion of the sea­son in a back­drop and helps draw at­ten­tion to the fash­ion state­ments. The de­tail­ing of the el­e­ments in the set­ting like the door, win­dow of the bare bricks have been care­fully de­signed, cre­ated and in­stalled. The scene is com­pleted with the ad­di­tion of in­ter­est­ing props like gar­den­ing tools, flow­ers, rocks and au­tumn leaves strewn on the floor. Ma­te­ri­als like fi­bre glass, wood and vinyl are used to de­velop a nat­u­ral feel. The com­ple­tion of the theme comes about with props like gar­den­ing tools, flow­ers, gar­den stones and even maple leaves fallen on the floor. Th­ese leaves are an ex­plicit ex­pres­sion of the au­tumn sea­son. The gar­den stones were fab­ri­cated in fi­bre glass for a more nat­u­ral, au­then­tic feel. The colour shades on the man­nequins are also such that they do not stand out but merge with the theme as one sin­gle pic­ture.

Mono­chrome

The shades of au­tumn did not say it all about the col­lec­tion on board Life­style this sea­son. An ad­di­tional theme was de­vel­oped to com­mu­ni­cate the en­tire port­fo­lio of brands. Words like il­lu­sion, ge­om­e­try, grey-scale, min­i­mal­is­tic can be re­lated with the theme. An il­lu­sion­ary back­drop us­ing ge­om­e­try as a tool ex­presses the chic tones present in the col­lec­tion.

Shades rang­ing from black to white hint at the so­phis­ti­cated na­ture. “In­spi­ra­tion for win­dow prop­er­ties and el­e­ments were de­rived from Ge­om­e­try & Or­ganic forms – mo­bius strip, dodec­a­he­dron and pen­tagon. De­tailed spec­i­fi­ca­tions for all the props were ar­rived at after much dis­cus­sion and re­search so as to avoid last minute re­vi­sions and main­tain uni­for­mity across all the stores. Com­pre­hen­sive spec­i­fi­ca­tions also made sure that the front-end team faced no dif­fi­culty in com­mu­ni­cat­ing with the ven­dors,” says Srini­vas Rao, AVP Mar­ket­ing, Life­style.

Quite sim­ple in its ex­e­cu­tion, the 3D props used are min­i­mal yet ren­der a re­al­is­tic feel and since the idea was to cre­ate an op­ti­cal il­lu­sion, the depth in­tro­duced adds to it.

Visual Mer­chan­dis­ing

Akash Kumar- VM Head, Life­style

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.