Shaze – Weav­ing A Life­style Story Around A Bird’s Nest

Shaze’s lux­ury win­dow at their flag­ship store at Ae­roc­ity, Delhi draws huge in­spi­ra­tion from the mod­ern pro­gres­sive na­ture and cre­ates a ‘wow’ ef­fect with a VM story wo­ven around a hum­ming­bird’s nest.

VMRD - - Contents -

Life­style and ac­ces­sories brand Shaze, much like their eclec­tic mer­chan­dise line, chooses an un­con­ven­tional story of a bird’s life with an in­tent to bring lux­ury life­style into their VM scheme.

Al­though flora and fauna are the buzz­words in the world of VM, the win­dow takes a dif­fer­ent ver­sion of re-cre­at­ing a VM story through the pro­gres­sive mod­ern na­ture. With “life­style” as the pivot point of the story, Shaze chooses the life­style of a hum­ming­bird to nar­rate through ma­te­ri­als, props etc. Aimed to cre­ate a ‘wow’ ef­fect, the win­dow stays away from pro­mot­ing mer­chan­dises while fo­cus­ing on the nar­ra­tive of life­style — lux­ury in con­nec­tion with wildlife and nat­u­ral ob­jects.

Cham­pagne gold lam­i­nate has been used to cre­ate the back­ground of the main win­dow, against which a big hum­ming­bird made of fi­bre sits with glass jars etc. Shiny ma­te­ri­als, arte­facts in the win­dow and in-store VM stretch the same story of lux­ury and life­style, which also echo the brand ethos. Dig­i­tal screens add to the ‘wow’ ef­fect at night time.

• Satarupa Chakraborty

Win­dow de­sign

Few Steps Ahead, New Delhi

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