STU­DENT POR­TAL

VM&RD - - CONTENTS -

Check­ing out win­dow dis­plays off the high street, ad­mir­ing the work of brands at their win­dow thresh­olds may not sound some­thing new. But what if we were to tell you, th­ese win­dow dis­play con­cepts were in­cepted in the young minds of stu­dents.

Fash­ion M’bi­tion, a part of the in­ter-col­lege Nift Fash­ion Olympiad (NFO), got a bunch of stu­dents to de­sign their own win­dow dis­plays for a brand of their choice- of course on a hy­po­thet­i­cal plat­form. The win­ners of the Fash­ion M’bi­tion get to com­pete for their con­cepts at a na­tional level to be held at Nift, Delhi. This com­pe­ti­tion was judged by Sa­mar­jit Kumar, VM Head, Puma In­dia and Unni Au­gus­tine, VM Head, Van Heusen. Nine teams, nine fresh ideas. With Trop­i­cal and Retro- a choice of two themes to work around with, it was a re­fresh­ing in­sight into the cre­ative that go be­hind the de­sign of a dis­play within a bud­get of INR 2000. The event proved that we can def­i­nitely learn some­thing from ev­ery dis­play that the stu­dents put up. Let’s get a sneak peek into the minds of th­ese young visual mer­chan­dis­ers.

Brand: Roxy

Theme: Trop­i­cal “We heard Trop­i­cal and the brand had to be Roxy.” said a Raf­fles Mil­len­nium In­ter­na­tional stu­dent. The Raf­fles team worked with a sub­dued back­drop which would high­light the mer­chan­dise. The colour white proved right for a muted back­ground and the over­whelm­ing flow­ers brought out the trop­i­cal theme.

Learn­ing: Work­ing around a sin­gu­lar con­cept can ren­der beau­ti­ful aes­thet­ics.

Feed­back: Adding a dash of colour to re­vere the trop­i­cal theme wouldn’t harm the con­cept.

Brand: The Tie Bar

Theme: Retro A flash­back from the YouTube era to the gramo­phone days brings back those mo­ments of hap­pi­ness. The retro tie col­lec­tion dances in nostal­gia to the tunes of the gramo­phone.

Learn­ing: Use of metaphors in con­cept can make the cus­tomers go “That’s re­ally cool.”

Feed­back: Con­cept rep­re­sen­ta­tion needs to be such that it’s un­der­stood in a sin­gle glance. The win­dow has to be self- ex­plana­tory.

Brand: Jams World

Theme: Trop­i­cal A rep­re­sen­ta­tion of beach ac­tiv­i­ties with the mer­chan­dise as a part of the com­po­si­tion was the con­cept sketch.

Learn­ing: Brand iden­tity ad­her­ence is very im­por­tant. Ba­sic nat­u­ral ma­te­ri­als can help bring out a re­al­is­tic ef­fect.

Feed­back: Too many things hap­pen­ing in the com­po­si­tion can ruin the ini­tial thought be­hind it.

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