IN­TER­NA­TIONAL WIN­DOWS

Take­away: A well-rep­re­sented con­cept boosts brand iden­tity

VM&RD - - CONTENTS -

A sense of sheer lu­cid­ity, con­cepts speak­ing the bare min­i­mum and a class demon­strat­ing the apex of lux­ury life­style enun­ci­ate at th­ese win­dow thresh­olds. Their cre­atives are a key-hole to their un­der­lined lux­ury sta­tus. The Ver­sace win­dows are self-ex­plana­tory with the back­drop in sync with the man­nequin’s poise. Need they say more? The essence of visual mer­chan­dis­ing showcases in the 5 sec­ond time-win­dow to com­mu­ni­cate an idea. The word idea here un­rav­els the brand iden­tity, sta­tus, pre­sen­ta­tion and con­cept over and above the much ob­vi­ous aes­thetic value.

The name Dior it­self leads to a bi­ased opin­ion on all its com­mu­ni­ca­tion but it sure knows how to get the equa­tion right. A sub­tle back­drop and the charm of its mer­chan­dise is all it does to mod­estly an­nounce its ex­trav­a­gance. Sounds like a sim­ple task? One need not even look closely to re­alise the ef­fort in the taste­fully cho­sen mer­chan­dise, a decision to have a min­i­mal­is­tic dis­play and most im­por­tantly the or­gan­i­sa­tion of the visual com­po­si­tion. One look and it says it all.

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