Fes­tive Spirit In Mo­tion

Life­style’s fes­tive win­dows and ex­tended in-store VM seen at about 13 stores in­cor­po­rated a va­ri­ety of ki­netic and static ele­ments to bring about the hues of the sea­son.

VM&RD - - Indian Visual Merchandising - Satarupa Chakraborty

In­tended to con­nect with the youth and the so­cial me­dia frenzy, the ki­netic Di­wali win­dow of Life­style pre­sents a wave for­ma­tion through lit spheres inside a metal­lic tetra­he­dron rep­re­sent­ing the joy of fes­tiv­ity while there’s a clus­ter of man­nequins don­ning fes­tive fash­ion. In ad­di­tion to the ki­netic win­dow, there is an­other con­cept of a Chakra, which is used for ra­di­at­ing and ro­tat­ing cir­cu­lar discs re­sem­bling a pop­u­lar fire­cracker - the chakra in a more reg­u­lar geo­met­ric shape.

In line with the win­dow, props and light­ing ele­ments are used inside the store to de­pict the gift­ing con­cept. The VM ex­e­cu­tions took place in 14 stores across Delhi, Mum­bai, Ban­ga­lore, Chennai, Pune, Mo­hali and Cali­cut.z It is for the first time that a re­tailer is us­ing this tech­nique for mul­ti­ple stores. Large scale pro­duc­tion and dep­u­ta­tion of this man­ner have re­quired prior planning and in­ter­nal in­te­gra­tion upto 6 months in ad­vance. Cer­tain ele­ments were com­pli­cated and re­quired ex­ten­sive sam­pling. Even af­ter care­ful con­sid­er­a­tions, there were tech­ni­cal dif­fi­cul­ties like power fluc­tu­a­tions given the fact that pro­grammed lights needed lap­tops with 64 bit op­er­at­ing sys­tems. This is some­thing that we dis­cov­ered in the due course of im­ple­men­ta­tion. But thanks to the ded­i­cated team of store VMs and sup­port from ven­dor part­ners – these were re­solved in time for an im­pact­ful cus­tomer ex­pe­ri­ence.

Deepak Ma­gar, Di­rec­tor, Supra Dig­i­tal Ex­e­cu­tion of such win­dows is un­com­mon in In­dia and re­quires good amount of tech­ni­cal and en­gi­neer­ing know-hows. We al­ways have to have a strong back­end team to un­der­stand the ma­te­rial spec­i­fi­ca­tions and the en­gi­neer­ing as­pect of a pro­posed win­dow. The chal­lenges were very many – tech­nol­ogy, time, dis­tance & above all the load bear­ing of the ceil­ing of each win­dow. Each win­dow was unique and there­fore we had to fab­ri­cate a tress spe­cific to each win­dow. The tress was to bear a min­i­mum of 120Kgs with­out giv­ing way and dam­ag­ing the lights and the KLS unit. Tech­nol­ogy was new and a first time in­stal­la­tion in In­dia. We quickly or­gan­ised a flash 2 day fac­tory train­ing pro­gram for the project lead. We had to time it right & en­sure that win­dows across In­dia went up within 48 hours from one to an­other.

Akash Ku­mar, Deputy Gen­eral Man­ager – Vis­ual Mer­chan­dis­ing, Life­style Stores

Siby Vargh­ese, Man­ag­ing Di­rec­tor, Tranz Man­nequins

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