Re-use To Seduce
Even as raging discounts grab the attention of shoppers, Shoppers Stop churns its creative cells to create window displays out of nothing. The idea of reuse is intrinsic to Shoppers Stop EOSS.
Usually display kits are sent out to stores for window displays to be put up. But Shoppers Stop stores came up with their own approach to window displayss. To express in a similar language across all stores, the colour palette was kept constant, while the regional VM teams were left to plan the major part of the displays. The overriding idea was to re-use materials from old displays and what was already available in store. Newspapers, card papers, CDs, mirror panels, paper cups, light frames, bamboos and the like were random elements suggested for use. Red paper and white tissue rolls dominated the displays with the major chunk of merchandise “designed” with that. The mannequins were then posed on podiums created out of MDF. Shoppers Stop’s previous EOSS display also dwelled on a similar concept of re-purposing. With this EOSS display, the brand establishes its sale window concept. Yet an entirely new creative exercise ideates at the windows. Paisleys from Diwali windows, mirror panels from suits and jacket windows, big champagne glass from the party window, etc., give a repeat appearance in an entirely new avatar. If we didn’t tell you, you wouldn’t have even realized it! That’s the beauty of creativity. The usual question that comes up is what can one do with the display props when the window displays have to change. Shoppers Stop brings you the answer!