Nat­u­rally at Ease

Black­ber­rys latest linen win­dow, ex­e­cuted at 186 stores de­picts the ver­sa­tile and easy char­ac­ter­is­tics of the linen fab­ric through un­clut­tered use of jute ropes

VMRD - - Visual Merchandising Indian - Satarupa Chakraborty Ex­e­cu­tion AHM Ad­ver­tis­ing

Black­ber­rys Linen house win­dow dis­play is ded­i­cated to a cat­e­gory of fab­ric that in­spired the brand to bring the spot­light on the prod­uct ver­sa­til­ity, strength and the va­ri­eties avail­able with the brand. Ramesh Kaushik, Head-Re­tail, Black­ber­rys, ex­plained, “The win­dow is a com­bi­na­tion on jute ropes with neatly ties noose which are used to rep­re­sent the prod­uct. Over­all look of the win­dow is au­then­tic, nat­u­ral and at ease.”

The win­dow has been ex­e­cuted in 186 ex­clu­sive stores and mul­ti­tude of fran­chisee and mod­ule stores across India. They have used NTM com­ing down from the ceil­ing and the linen prod­ucts hung in front of NTM from the Grid (which is in­stalled in the ceil­ing).

Ex­e­cut­ing the win­dow, Manoj Ku­mar Gupta, Di­rec­tor, AHM Ad­ver­tiz­ing, said, “We have used jute ropes, NTM, vinyl and hang­ers to ex­e­cute this sim­ple win­dow. How­ever, the ef­fect has been fab­u­lous.” Talk­ing on the chal­lenges, Ramesh Kaushik, Head-Re­tail, Black­ber­rys men­tioned, “Few of our stores where the façade height is more than 15 feet posed as an in­ter­est­ing chal­lenge that al­lowed us to be more ex­per­i­men­tal and cre­ative.”

Ramesh Kaushik, VP Brand Ex­pe­ri­ence, Black­ber­rys

The win­dow is a com­bi­na­tion on jute ropes with neatly ties noose which are used to rep­re­sent the prod­uct. Over­all look of the win­dow is au­then­tic, nat­u­ral and at ease.

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