Jack & Jones

Jack & Jones’ Case Con­cept Jeans In­tel­li­gence setup, ex­e­cuted in 6 flag­ship stores, is aimed to­wards help­ing the con­sumer go through the process of denim pro­duc­tion for a well-in­formed buy.

VMRD - - Contents - Satarupa Chakraborty

Jack & Jones in-store Case Con­cept Jeans In­tel­li­gence setup com­bines mod­ern aes­thet­ics with nat­u­ral prod­ucts and turns into a vis­ual iden­tity which is both unique and dy­namic in its func­tion. El­e­ments con­sti­tut­ing the setup are tough and rugged but moulded to give a premium fin­ish. The VM team of Jack & Jones In­dia, said, “We have main­tained the uni­for­mity in the flow of vis­ual lan­guage all across the store and make the con­cept sit well with the pre-ex­ist­ing in­te­rior aes­thet­ics of th­ese stores.”

Case Con­cept Jeans In­tel­li­gence setup is cur­rently present in Pal­la­dium Mal­lMum­bai, Sea­woods Grand Cen­tral Mall-Navi Mum­bai, Mall Of In­dia-Noida, Southc­ity Mall-Kolkata and Phoenix Mar­ketc­ity-Ban­ga­lore. Some up­com­ing lo­ca­tions with this con­cept will be at Jack & Jones stores at Phoenix Mar­ketc­ity, Pune and Garuda Mall, Ban­ga­lore. Talking on the ex­e­cu­tion, VM team fur­ther ex­plained, “De­sign lan­guage is typ­i­cally Scan­di­na­vian. The set up stays as close to na­ture as pos­si­ble, us­ing ma­te­rial in its orig­i­nal form and em­ploy­ing rugged aes­thet­ics while strik­ing a bal­ance with clean-crisp lines. A union of nat­u­ral and in­dus­trial aes­thet­ics is achieved by us­ing con­trast­ing el­e­ments in­tel­li­gently.”

The cases are molded mild steel with glass frames and pumice stones cover­ing the floor. Every case also typ­i­cally has a leg form with a rugged wooden clip­board to hold prod­uct in­for­ma­tion and leather tags to com­mu­ni­cate size or price points. There are rack­ing so­lu­tions be­low every case to hold the full size set for the style dis­played above on the man­nequin. The ta­bles are ba­sic oak wood with large whole blocks of wood used as steps. The con­cept re­mains mod­u­lar in terms of adding on or re­mov­ing the case pan­els when­ever a need arises. Light fit­tings are sourced from Den­mark and have a white color tone to high­light the indigo fin­ishes and var­i­ous tex­tures in the styles. Dou­ble height dis­play en­sures a larger than life look and cre­ates an amaz­ing halt zone for a con­sumer. This also helps in en­sur­ing that every style al­ways gets space to be high­lighted.

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