Re-use To Se­duce

VM&RD - - WINDOWS -

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!

Mansi Lavsi

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