Best of Show and First Place In-Store Storewide Promotions
Vinyl — Style in the Groove
Holt Renfrew, Toronto
Like the beat of a favorite song that stays in your head, Holt Renfrew's Vinyl — Style in the Groove campaign left this year's Visual Competition judges tapping their feet.
“It truly owns the space,” said McQuilkin. “You can imagine all of the music that was thumping throughout the store.”
Holt Renfrew created the month-long, multifaceted retail marketing campaign for its Canadian department stores, including its glamorous Toronto flagship on Bloor Street. Entitled Vinyl, the event was a 26-day celebration highlighting the fusion between fashion and popular music. Events included celebrity guest appearances, product/label launches and cutting-edge in-store visual and window displays.
Along Bloor Street, a hot pink-clad store exterior called unmistakable attention to the event. On the sidewalk level, window displays played on the glamour and fashion of the rock-and-roll lifestyle, including pink ceiling fringe, mirrored curtains and references to musical legends like The Doors.
Inside, each floor of the Bloor Street flagship centered on a different music genre, including Hip Hop, House and Underground. Fashion displays and visuals played back to that theme through propping, including deejay tables and mannequin styling, while photographs by Allison Jackson of singers' look-alikes, including Cher, elevated the star appeal.
“The main challenge was keeping the theme consistent on all floors,” said Mary Pompili, vp, marketing, for Holt Renfrew. “We achieved this by repeating common themes such as the pink color, the Vinyl icon and staying true to the fashion in each department.”
Design: Holt Renfrew, Toronto
Janis Bell, former national visual director
Mary Pompili, vp, marketing
Daniel, director, former creative services
Gwen Gibson, director, national special events
Mona Lee-Tam, manager, direct marketing
Janet Eger, director, communications
Susanne Shaw, visual manager
Holt Renfrew Visual Team
Outside Design Consultants: Allison Koturbash, Toronto (set designer)
Little Feet Ltd., Toronto (scenery, display and manufacturing)
Concrete Design, Toronto (icon designers)
burdifilek, Toronto (lounge design)
Dot and Dash, Toronto (props and decoratives, vinyl)
BGM Imaging, Toronto (surfaces, display, icons)
Westbury National Show Systems Ltd., Toronto (lighting)
Mannequins/Forms: Adel Rootstein USA Inc., London
Props/Decoratives: Forget Me Not Floral, Toronto
Photography: Jay Robis, Saw Photography, Toronto