The Joy Of Gift­ing

VM&RD - - WINDOWS -

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.

Visual Mer­chan­dis­ing

Pawan Na­gar­wal, VM Head, Cen­tral

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