Colours of Autumn
The leaves are shedding outside the window and a cool breeze flows by. Inside the ‘window’ a depiction of the outside scenery prevails at Wills Lifestyle. The brand welcomes the new season through its forms of expressions.
With autumn setting in, retail stores are turning the spotlight on the merchandise that goes with this season. Customers too are planning their new wardrobe. Against this backdrop, Wills Lifestyle shows its AW ‘14 colours at the storefront and ventures into the subtle shades of the theme within the store. The idea was simple. Autumn Winter collection was to be communicated. A window is a limited frame to express what looks good where. A neutral approach can portray the merchandise in the best possible manner. The depiction of the autumn season enlivens at Wills Lifestyle windows in a very simple form. A surreal imagery of cherry blossoms hosts the window display as the backdrop. The backdrop is the charm. It might be a very convenient and easy option, but it expresses the season quite beautifully. It sets a colour palette for the window display and the merchandise is also coordinated accordingly. In fact, the colours of the window come from the merchandise itself. A lot of thought has gone into deciding a complementing colour palette as per the season’s merchandise collection. Pastel shades and predominantly shades of pink adorn the window. For the same reason, the cherry blossom imagery brings out the seasonal undertones along with merchandise on display.
the Of course, just the backdrop does not call for a complete picture. An MDF table painted in complementing colours for the window stands as a prominent prop. More than the prop itself, the form of the table suits the theme to be expressed. A white porcelain vase is positioned as an important accessory of the window. It does enhance the theme but the flowers completing the idea of the vase get camouflaged in the beauty of the backdrop. May be, they have been used to objectify the theme and the dominance is left to the backdrop.
Akash Ashesh, VM Head, Wills Lifestyle, ITC/ LRBD
Jagdish Karegeti Francis Fernandes Renny Robin
Markadgrafix, Delhi Studiodigigraph, Delhi NV graphics, Mumbai