Connect with us

Carly Hagedon

A Head Above the Rest, Part IV

Hudson’s Bay Co., Toronto





Spring certainly sprung for Hudson’s Bay Co.’s storewide seasonal campaign. Inspired by the flow of social media feeds and poly-form shapes, the design team specified a fractal rose pattern for the promotion graphics, which could be applied as vinyl, fabric wraps and banners.

“For this campaign, it was all about florals and the colors of the season,” says Ana Fernandes, creative national director, Hudson’s Bay Co. “Spring is always associated with florals, so the question was: What twist can we bring to it?”

The campaign had to be somewhat cohesive to tie all of the various elements together (including the department store’s display windows, which used real and faux-flowers) while respecting each department’s individuality. Achieving texture on the flat surfaces throughout was an added bonus. 

“It would be boring and too easy to just do a vinyl banner in every department,” says Fernandes. “My challenge is, How do I apply this in men’s, in women’s, in every department? Is it on a platform, a cube, a fabric frame? That’s where I have the most fun – in seeing how far I can take the program.”

Read more about the 23rd annual International Visual Competition winners featured in VMSD's July 2017 issue by clicking here, and be sure to check throughout the month of July for parts V-VI of this competition coverage.


Click here to read about the 2017 Best in Show winner.
Click here to read A Head Above the Rest, Part II.
Click here to read A Head Above the Rest, Part III.



MasterClass: ‘Re-Sparkling’ Retail: Using Store Design to Build Trust, Faith and Brand Loyalty

HOW CAN WE EMPOWER and inspire senior leaders to see design as an investment for future retail growth? This session, led by retail design expert Ian Johnston from Quinine Design, explores how physical stores remain unmatched in the ability to build trust, faith, and loyalty with your customers, ultimately driving shareholder value.

Presented by:
Ian Johnston
Founder and Creative Director, Quinine Design

Promoted Headlines

Most Popular