Home Cen­tre

Home Cen­tre’s Di­wali win­dow ex­e­cuted in 29 out­lets nar­rates In­dia’s big­gest fes­ti­val by in­tro­duc­ing a mov­ing wheel dec­o­rated with Di­wali mer­chan­dise.

VM&RD - - Contents - Satarupa Chakraborty

Land­mark Group’s fur­ni­ture and home­ware chain Home Cen­tre in­tro­duced a win­dow that draws in­spi­ra­tion from all the el­e­ments of the fes­ti­val yet man­ages to look dif­fer­ent by be­ing a non-static win­dow. It com­bines the mar­ket­ing com­mu­ni­ca­tion pieces along with props and mer­chan­dises, but what makes it re­ally spe­cial is the mov­ing wheel-cart placed in the mid­dle of it. Com­bin­ing the el­e­ments of both bed­room and draw­ing rooms, the range of other props in­clude tra­di­tional In­dian door and win­dows, gift boxes, metal wire diyas and hol­low gift props with bulbs. The sizes of these props var­ied from out­lets to out­lets de­pend­ing on the win­dow sizes.

To de­pict the true riot of colours, the win­dow used art­works like wall­pa­pers for back walls, floor vinyls and floor podium bor­dered with vinyl. The mar­ket­ing com­mu­ni­ca­tions were car­ried through vinyl pasted on thin acrylic sheets and router cutouts on sun­boards stuck on back­wall.

Marthy Ber­mejo, Deputy Gen­eral Man­ager, Visual Mer­chan­dis­ing, Home Cen­tre For all our win­dows, we don’t do flat sketch­ing but do 3D sketch­ing to make it look re­al­is­tic. Like any other win­dow and in-store VM of Home Cen­tre, the pre-planno­gram­ming...

Deepak Ma­gar, Di­rec­tor, Supra Dig­i­tal ( For­merly Pic­ture Per­fect) Most of the win­dows are uni-di­rec­tional. What made this win­dow both in­ter­est­ing and chal­leng­ing was it’s bi-di­rec­tional. We had to ro­tate the wheel in both ways op­er­at­ing with sin­gle...

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