VM+SD 13th annual International Visual Competition Winner
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By Anne DiNardo
FIRST PLACE - VISUAL TECHNOLOGY IN A VISUAL DISPLAY
Nokia Flagship
Moscow
The seamless integration of LCD screens into Nokia's Moscow flagship makes a statement, but it's how the retailer is using those screens that really caught judges' attention.
More than 30 screens run around the perimeter of the store, surrounded by translucent walls lit from behind with LEDs. While the screens are mainly used to relay product and sales information to shoppers, the retailer also saw an opportunity to use them as visual merchandising tools.
For instance, at the store's opening, the screens displayed work by local artists, turning the store into more of a gallery than retail space.
"We can turn the screens into digital billboards," says Wilhelm Oehl, principal at Eight Inc., which designed the flagship. "We can change the feeling of the space at any time."
This incorporation of visual technology as a dynamic display hit the right note with the judges.
"It's fantastic," remarked one. "The use of technology and lighting makes quite an impact."
Client: Nokia, Espoo, Finland
Cliff Crosbie, director MP retail marketing
Jeremy Wright, retail concept director
Claudia Parma, manager, visual merchandising and mobile experiences
Federico Barbieri, senior retail marketing initiatives manager
Keith Janes, European retail project manager
Design: Eight Inc., New York, San Francisco, Honolulu
Tim Kobe, principal
Wilhelm Oehl, principal
Doo Ho Lee, studio director
Jeff Straesser, senior designer
Jie Siang Yong, junior designer
Architect: archiOS, Moscow
Lighting: ISP Design Inc., Miami
Audio/Visual: Electrosonic Ltd., Dartford, U.K.
Comstruction Manager: Savant Construction Consultants, Moscow
Shopfitters: Huub van Leuven, Heemstede, The Netherlands
Nokia, Espoo, Finland
I think its a fantastic idea to display the ads of your product on a big LCD screen.It will surely capture the eyes of the customer and more often than not people will stop and see the ad being displayed on that big screen.Nokia has always been innovative when its come to advertising.
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