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FIRST PLACE: Michael Kors Outlet Holiday

Submitted by: Michael Kors | Photography: Courtesy of Michael Kors/Andrew Werner, N.Y.

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2024 INTERNATIONAL VISUAL COMPETITION AWARDS

In-Store Storewide Promotions

TAPPING INTO ITS brand heritage by exploring playful product displays for its outlet stores’ windows and interiors, Michael Kors’ (New York) design team explored the idea of visually enlarging its iconic logo and product hardware, creating a playful study on scale.

“It took months and multiple prototypes to achieve the perfect oversized straps,” says Antonio Cordedda, Michael Kors’ Senior Director of Global Visual Merchandising. “It was important to us that they read exactly like what is found in our merchandise, down to the stitching, the grain of the leather and the embossed hardware.”

Michael Kors Outlet Holiday ABOVE: A global rollout to multiple storefronts, designs were intended to be scalable.

The custom-engineered bag straps were made using reflective cold vinyl and hand-stitched with gold thread. The gold buckle design was prototyped using a 3-D print specialist to create a truly functional hook that could hold product.

Because this was also a global rollout to most of the retailer’s outlet stores, it was “imperative that the concept and design were scalable and adjustable to the multiple concepts and sizes of storefronts present in the fleet,” continues Cordedda. “From our smaller jewel-box stores all the way up to triple-height windows, the scalable concept allowed us to take over our different spaces in a meaningful and intentional manner.”

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PHOTO GALLERY (9 IMAGES)
📷 MICHAEL KORS/ANDREW WERNER, N.Y.

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