Iconic

Iconic’s lat­est pop art win­dow chooses the sil­hou­ettes of vi­brant horses as it de­picts the fast na­ture of fash­ion.

VM&RD - - Contents - Satarupa Chakraborty

Multi brand re­tailer Iconic’s lat­est win­dow is in­spired from the leg­endary pop art. The cult era of art has in­spired the card­board-made horses, which is car­ried for­ward to the in­store dis­play ar­eas.

Shan­tanu Sharma, Busi­ness Head, ICONIC, said, “Be­fore Andy Warhol and POP cul­ture, art was an elit­ist de­light, ex­clu­sive to those who could af­ford and un­der­stand its forms. To­day ART em­braces wider fields and ap­pre­ci­a­tion is open to a greater pop­u­lar mass. Ex­ploit­ing this, mar­riages be­tween artists and fash­ion brands or depart­ment stores are now com­mon. Th­ese col­lab­o­ra­tions ex­pand be­yond the mer­chan­dise and into the shop in­te­rior and win­dow dis­plays to con­vey a 360 de­gree view of a life­style the con­sumer de­sires.”

Ex­e­cut­ing the win­dow, Manvi Gupta of Few Steps Ahead, ex­plained, “We chose card­board con­tem­po­rary art to sup­port the de­sign, us­ing a bright coloured horse which is made up in dif­fer­ent lay­ers of card­board, giv­ing spe­cial at­ten­tion to de­tail and to the sur­face treat­ment. The back­drop of the win­dow is also painted in bright colours, in con­trast with the dark fa­cade of the store.”z

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