The Store & The Story

VMRD - - Column -

The big­gest trend that I saw with the lead­ing global re­tail­ers is that their win­dows al­ways end up telling a story! They are fun, quirky, eye catch­ing and most im­por­tantly, they do not nec­es­sar­ily have to pro­mote the Brand. It is very much like the phrase “Made You Look, Made You Stare”.

Story is the op­er­a­tive word. An ef­fec­tive win­dow dis­play or in-store pre­sen­ta­tion is not only about show­cas­ing the prod­ucts that a store sells, but also about weav­ing to­gether var­i­ous el­e­ments, from prod­ucts to props to lights, fix­tures and colour to cre­ate an over­all theme in such a cre­ative and co­he­sive man­ner, so that it com­pels cus­tomers to stop, look and buy.

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