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.
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