The Joy Of Gifting
Christmas is a time of fun, frolic and celebrating the colour red, a colour signatory of brand Central. The brand identity and the festive feel juxtapose at the Central store windows and beyond.
December is popularly associated with parties and customers are on the hunt for their New Year’s ensemble. That’s the prime reason why colours gold and red dominated the scene at Central. A ‘Christmas’ décor floated in and around the Central stores. The large flagships with their existing demure had a beautifully done up installation of Santa on a sledge with reindeers marching ahead. The concept dwelled on the idea of gifting during Christmas and so the Santa was there with his sledge full of gifts. The concept dwelled on the idea of gifting during Christmas and so the Santa was there with his sledge full of gifts. The entire installation was created using FRP. Again, Christmas is incomplete without a Christmas tree. So, Central, with the creative bone it has, came up with a huge Christmas tree installed outside all its stores. This Christmas tree, unlike the typical form we’re familiar with, was a spiral of lights installed on a metal structure. With the lights on, one could hardly notice the structure and the largerthan-life size Christmas tree appeared like a free-standing spiral. Coming to the window display, shoppers were induced to shop for gifting. Mannequins dressed in red and glittery gold indicated a party atmosphere. Big boxes of gifts wrapped in recycled paper emphasised the cause promoted at Central during the season. Also, a big star made of recycled wood hinted at the sparkle of lights of the festival. The window ambience was enhanced with cotton floors, a glitter backdrop and wooden displays.
Pawan Nagarwal, VM Head, Central