Grabbing shoppers’ attention is one challenge to overcome when creating an in-store display. But add a basement location, a rigid framework set by one of the world’s most prestigious retailers and customer safety concerns, and you have an idea of the obstacles design consultancy Green Room had to overcome in crafting an apparel presentation for outdoor apparel brand Nobis at Harrods in London.
“We really had to stop them in their tracks and make them want to shop the product,” says Richard Ash, ceo and founder, Green Room.
To accomplish that, designers amped up the graphic messaging by creating striking floor and elevator door graphics to mimic an icy environment. Additional wall graphics that look like distressed wood planks created a transition zone from the icy cave to the menswear departments, while mannequins and product displays were placed in perimeter areas to keep traffic areas open.
Additional detailing, including product tags and authentic animal antlers, contributed to the cohesive branded environment. “The quality of the product is high, so we didn’t want the environment to feel fake,” Ash adds.
“It stands out, all the way to the point of sale,” says judge Jay Kratz, architect, senior design manager, store design, Luxottica Retail (Cincinnati).
FIRST PLACE WINNERS:
Best in Show
First Place, In-Store Apparel Presentation
Harrods, London
“Nobis Concession”
Richard Ash, ceo and founder, Green Room
First Place, In-Store Home Goods Presentation
Mission Hill Family Estate Winery, West Kelowna, B.C.
“The Year of France”
David Amos, director of retail
First Place, In-Store Seasonal Promotions
Macy’s State Street, Chicago
“Go Red American Heart Association”
Jon Jones, visual director; Paul Anthony, senior, visual manager; Daniel Pionke, window design team
First Place, In-Store Storewide Promotions
Macy’s State Street, Chicago
“Karl Lagerfeld Designer Collaboration”
Jon Jones, visual director
First Place, Non-Holiday Window Displays – Seasonal
Holt Renfrew, Toronto
“Pucker Up”
Tracey Peters, senior national visual merchandising manager; Alix Box, senior vp, sales and marketing; Susanne Shaw, Bloor Street visual merchandising manager; Anjo Loots, national visual merchandising coordinator; Holt Renfrew visual team
First Place, Non-Holiday Window Displays – Theme
Holt Renfrew, Toronto
“I Spy”
Tracey Peters, senior national visual merchandising manager; Alix Box, senior vp, sales and marketing; Susanne Shaw, Bloor Street visual merchandising manager; Anjo Loots, national visual merchandising coordinator; Holt Renfrew visual team
First Place, Non-Holiday Window Displays – Cause-Related
The Bay, Toronto
“White Cashmere Collection”
Ana Fernandes, creative design manager
First Place, Holiday Window Display
Macy’s New York
“Christmas”
Paul Olszewski, director, windows and interior flagship marketing; James Bellante, senior vp, visual
First Place, Temporary/Pop-Up Retail Space
Vans Pop-Up Store, London
Richard Ash, ceo and founder, Green Room
Click on the slide show above of the 2012 winning entries.
Check out the Honorable Mention winners in VMSD’s 2012 International Visual Competition.
Read VMSD’s trend report on visual merchandising.