The Power Of Soft

VMRD - - Contents - Chanda P Ku­mar Ad­vi­sory Edi­tor

From friends for­ward­ing vi­ral videos, to be­ing in­ter­rupted by an ad in­stantly to the buzz on your phone of a promo mes­sage and a zil­lion e-com­merce mail­ers that block your mail ev­ery sin­gle day…we are liv­ing in a sen­sory over­loaded en­vi­ron­ment today! Sub­con­sciously, all of us are wait­ing to be dis­con­nected from all this com­mu­ni­ca­tion. Which prob­a­bly can hap­pen only when va­ca­tion­ing in an un­touched is­land des­ti­na­tion or dur­ing a long haul flight. We are now ap­pre­ci­at­ing the still and static sense of things around us. We could say that the power of sim­ple and sub­tle, is catch­ing up with many brands who have sensed this evolved hu­man fac­tor. Opt­ing this ap­proach to­wards mar­ket­ing, com­mu­ni­ca­tion, de­sign and prod­ucts too!

In this is­sue, we take a look at the grow­ing de­mand for soft or fab­ric sig­nage among the re­tail en­vi­ron­ments. A step not just to­wards sus­tain­able spa­ces, but also ap­pre­ci­ated for its aes­thetic value and ease in ex­e­cu­tion/ re­place­ment, mak­ing it a very suit­able choice in re­tail.

As a fol­low up to our VM&RD Awards spe­cial is­sue in March, we now fea­ture the tal­ent be­hind some of the pres­ti­gious awards. Romesh Sapra and Percy Ku­tar, talk about their projects Har­ley David­son - Red Fort and Anita Don­gre store re­spec­tively, which bagged the Store Of The Year awards. We also take a look at how the art of sto­ry­telling came alive at In-Store Asia 2018 Expo.

All this and much more from the world of re­tail de­sign and vis­ual mer­chan­dis­ing!

We look for­ward to hear from you.

Cheers

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