Today’s visual merchandisers are using illustrations, repetition and layering to deliver the total package.
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Nike and its roster of athletes have never failed to deliver an impressive show of photographic images, from the earlier days of Jordan sailing through the air to today’s King James throwing chalk powder into the air at the start of the game. But for the inaugural World Basketball Festival in New York last year, Nike added a twist to its graphic messaging by using tattoo-artist illustrations of current basketball stars. “They’re very stylized with super bold, fun colors,” says Damon Johnstun, creative director at LIT Workshop (Portland, Ore.), a retail marketing and manufacturing firm that collaborated with Nike on the project.
The artwork was turned into a graphics package for the store’s first floor, in addition to eleven 10-foot tall figurines (created in partnership with Additive Workshop) that hung inside the store’s five-story atrium. The full package, including a T-shirt destination and Jordon Brand shop-in-shop, earned it this year’s Best in Show for the 2011 VMSD International Visual Competition.
“The dimensionality is amazing,” says Robyn Novak, design director, FRCH Design Worldwide (Cincinnati), and a judge at this year’s competition. “They pulled everything together to create an encompassing story.”
“It’s the total package,” adds judge Joe Baer, owner, ZenGenius Visual Merchants (Columbus, Ohio).
Illustrate Your Message
While there’s been a trend in artistic, handcrafted visual presentations over the past several years, this year’s crop of winning projects shows an evolution toward a more illustrative style. “It’s a unique way to set yourself apart and gives you a true custom environment,” says competition judge Brent Hodge, owner/lead designer, Creative Thought (Cincinnati).
At Macy’s Herald Square, the department store partnered with designer Rebecca Moses to turn her colorful, whimsical fashion sketches into 20-foot-wide-by-9-foot-tall canvases that became the colorful backdrops for a series of windows. “She fills her showroom with personal sketches,” says Paul Olszewski, director of windows, Macy’s Herald Square. “We thought it was a great opportunity to reproduce them on a big scale.”
“I like the play with color and dimension,” says competition judge Kathy Tedorski, associate design director, Fitch (Columbus, Ohio).
A similar artistic style came to life at Holt Renfrew’s Toronto flagship, where Dilbert cartoon-inspired bubble text was used in a campaign celebrating corporate dressing. Each window display represented a different office cliché, such as “outside the box” or “passing the buck,” with desks and chairs as propping, along with the fashions.
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Ohh I like the third one with the sculptures... very pretty!
Who did the 5th one too? I'd like to email them to see if they would like to do some artwork for us.
We'll see maybe they will or won't. Thanks!
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You are correct, the athletes that are on Nike's roaster as the best in the business and they are moderate to good models as well. Be it Kobe Bryant or Roger Federer but some others are famous for being notorious as well. Would not like to mention their names but it is anyones's guess.
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