Win­ter Hues

VM&RD - - WINDOWS -

Allen Solly is known to play with colours. To the con­trary, the win­ter sea­son is as­so­ci­ated with shades of white, a peace­ful at­mos­phere and a mono­chrome colour pal­ette. When the two con­cepts in­ter­sect, new Allen Solly win­ter win­dows take shape.

Win­dow dis­plays are meant to pow­er­fully com­mu­ni­cate the brand mes­sage. Aes­thet­ics add to the at­trac­tion. In the case of Allen Solly, the stag as a well-known sym­bol es­tab­lishes the brand pres­ence. A life size use of the logo makes the brand state­ment even stronger. The idea be­hind the win­ter win­dows was to have a mono­chrome win­ter scene in the fore­ground, cre­ated with sil­ver metal­lic vinyl and colours bub­bling on the man­nequins from be­hind. The man­nequins are show­cased through a sil­hou­ette cut out in the win­ter scene. The only change in the form was the head where the pro­file of the stag was po­si­tioned as the brand high­light. An ef­fec­tive win­dow dis­play need not nec­es­sar­ily be all propped up. If the twosec­ond win­dow com­mu­ni­ca­tion can get walk-ins at the store, the job is suc­cess­ful. Here, the win­dow plays only on two ideas; the win­ter scene with the man­nequin show­cas­ing through the sil­hou­ette, and the play of colours in the dis­play mer­chan­dise. The male man­nequin was dressed in yel­low, the pre­dom­i­nant colour peo­ple no­tice and was given a mous­tache to ex­press mas­culin­ity that ap­peals to the ad­ven­ture-ori­ented Allen Solly male. The fe­male at­tire used pinks and blues to show a free spir­ited na­ture. Zoom­ing out and look­ing at the com­plete pic­ture, a di­a­logue be­tween colours and monochromes jus­ti­fies the theme ‘Colour your win­ter again’.

VM Team

Anu­raag Sing­hal- VM HEAD, Allen Solly Richa Shri­vas­tava- Cre­ative and Com­mu­ni­ca­tion

Mansi Lavsi

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