Colours of Au­tumn

VM&RD - - VM CAMPAIGN -

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.

high­light­ing

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.

Mansi Lavsi

Visual Mer­chan­dis­ing

Akash Ashesh, VM Head, Wills Life­style, ITC/ LRBD

VM Ex­ec­u­tives

Jagdish Karegeti Fran­cis Fer­nan­des Renny Robin

Ven­dors

Markad­grafix, Delhi Stu­diodigi­graph, Delhi NV graph­ics, Mumbai

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.