With an objective to rejoice auspicious times, the window has been executed across pan India Taneira stores.
Taneira – the youngest brand from Titan Company, has a uniquely experiential display of sarees, lehengas, fabrics and ready-to-wear blouses. The brand recently executed a splendid window design across its stores.
Speaking about the window’s objective, Diptendu Shekhar Saha, VM Head of Taneira shared, “For retail shoppers, the air is buzzing with festivity and auspiciousness due to the onset of many Spring & Summer festivals as well as the summer wedding season. And so we decided to celebrate and rejoice this auspicious time with the “SHUBH MUHRAT” callout. This display window has been implemented across pan India Taneira stores and will help customers connect to the wedding merchandise available in the store.
When asked about the innovative design elements used, VM head explained, “The window has a very bright look so any visitor can not miss to spot the window. Lights have been used effectively to depict celebrations of life/moment & lotus to signify Indian ethnicity. Moreover, the Lotus is a key Taneira brand motif”
South – Shristi Creations
North – Nancy Digital
West – Catalyst Design
11 June 2020
Biggest takeaways from 2020
With reduced business and budget cuts, I think ‘less is more’ sums up perfectly the concepts and executions that happened in 2020. We have learned how to ideate and execute with limited means and this learning goes a long way to create a sustainable world. Also the
‘safety rst’ approach is going to go a long way.
What retail design means in 2021
We were anyway stepping into the experience age and the COVID scenario has created the need to ramp that up in the coming year. While online retail o ers convenience, o ine must focus on creating experiences to engage customers and generate more footprints and this is where the e orts around retail design must also be. Also, creating a safe environment for shoppers through e ective communication and strategies will become key attributes while designing retail spaces. Sustainability will also nd its strong
footprints as far as retail design is concerned in the coming year
Also I believe most of the brands will go with omni channel strategies in a bigger way to bridge the gap between online and o ine platforms and AR is going to be an important tool to achieve this.
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The window is exhibited in 27 OnePlus exclusive stores and partner stores (Reliance and Croma) across India.
Conceptualised, designed and installed by VM agency, Catalyst Design; the OnePlus 8T window attracts eyeballs as its exhibited in 27 OnePlus exclusive stores and partner stores (Reliance and Croma) across India. The brand aspires to highlight the product USP, keeping in mind the tech leading brand sentiment for community and consumer experience through the minimalistic yet unique design.
Darshana Bala, Offline marketing Head, OnePlus, exclaims, “OnePlus aims to communicate the distinctive features like “Ultra-Fast charging” and “Ultra Smooth scrolling” through the Visual merchandising.”
The design is mainly based on the circular-shaped ultra-clear glass that accentuates more than half of the look and feel of the window. The infusion of blue & white LED strip lights in the circular structure elevates the merchandise and its features that are sand blasted on the glass. The use of white colour in the entire unit makes it look pristine and futuristic. To additionally augment consumer experience, there has been an installation of engage pedestal at the landing zone of the stores. The pedestal consists of 4 layers of ultra-clear glass with product features. The perfect amalgamation of white LED light around it shift focus on the product. The merchandise is mounted on a SS stand in the topmost layer to gain maximum attention.
Speaking of innovation, Tim Peng, offline Sales Head, OnePlus, stated, “OnePlus is a tech leading brand and synonymous with innovation. The brand also installed engage pedestals to attain maximum engagement with consumers without losing too much on the design language. Different product features are etched on different layers of glass with illumination to lightly imitate a holographic projection.”
The design firm took inspiration from the Futuristic laboratory and Science-Fiction films; combating the biggest impediment of bringing the OnePlus 8T product features into light in a stark and lucid way without overdoing it.
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The decorative window, executed at brand’s pan-India stores, epitomizes the diverse flowering landscapes and leaves a stupendous mark with its design
Taneira – the youngest brand from Titan Company Limited, offers close to 3000 unique pieces across sarees and lehengas made only from pure and natural fabrics from over 65 regions in India, celebrating the diverse textiles and craftsmanship. The brand recently executed a nature-inspired window display that combines eco-friendliness and wondrous colours.
Diptendu Shekhar Saha, VM Head of Taneira said, “The window concept is based on the new collection. ‘Florelle’ is beautiful linen and silk based sarees with floral pattern. The collection is inspired by the aura of flowering landscapes which represents newness and freshness which has been launched in all Taneira stores across the nation.”
Speaking further about the uniqueness of the window, Diptendu adds, “As the name suggest ‘Florelle’ the main element of the window is Flower with pastel shades which gives a spring feel across the Store. The entire window is designed using Vinyl & Sun Board as the primary material.”
As per Diptendu the window was carried out on a very tight budget due to the current pandemic situation. “During this tough time for retail brands, the main intention was to launch the window with minimal cost. With low material cost, the design team ensured the window looks attractive and represents premiumness of the brand which carries the perfect story for Taneira.”
He further adds, “Making the window look premium using basic material and the minimum cost was our biggest challenge. It can only be possible when the execution gets done neatly with expert hands. The credit goes to professional vendors entirely who executed it with precision & flawless work”, Diptendu concludes.
Launched in 2017, Taneira is now in Delhi, Hyderabad, Bangalore, Mumbai and Pune.
North: Nancy Advertising
South: Print Colours
West: Catalyst Design & Lotus Eventz
11 June 2020
Here are few tips on how to create an effective window display to increase more footfalls and generate more sales.
Creating an impeccable window display to make the brand stand out from its competitors can sometime be a daunting task for the visual merchandisers. When done right, it triggers an innate response that often result in higher sales result. Currently VM has a very strong role to play to not only enhance store presence but also to transform the whole space and ensure that key products are presented in a best way. Retail4Growth spoke with few industry professional who shared few tips for an effective window display which will help in more footfalls and generate more sales.
1. Narrate a brand story
Every brand holds a unique story. An effective window display is not only about showcasing the products that a store sells, it is also about weaving together various elements from props to lights, fixtures and colour to create and narrate a brand story to compel the shoppers to enter into the store. As Jagmohan Rawat, Partner, Catalyst Design points out, “VM is equal to storytelling. The window display needs to tell a story, and it should be consistent throughout all the touchpoints. And it need to be engaging at the same time.”
“Focus on every elements of the store design on telling a brand story and highlighting product and visual merchandising is a crucial component of the story telling,” Federico Fraternal, Head of Design, Restore Design explained.
2. Simple and consistent
According to a report, ideally a customer spends 3-7 seconds at the retail entrance while deciding whether to enter the shop or not. Within that fractional second you have to capture the attention and make an impact on their subconscious mind that changes their buying behaviour and pattern. In such case, clutter and chaos in displays should be avoid. It needs to be simple and consistent. “Don’t make it too messy by trying to get too many messages. A window needs to have a clear focal point where the eye can stay,” says Jagmohan Rawat.
Sharing a similar view, Saurabh Mehdiratta, Director, Ozeca, explains, “There must be focus on spotlighting a single item or a few related items to create a coherent them/story.
3. Less is more approach
Sometimes, less is more. A lot of visual merchandisers tend to add a lot of elements and colors to their work, but that tends to mislead the shoppers and confuse them about the brands image. “Less is more approach helps deliver maximum impact by showing less,” says Nuno Rosa, Head of Visual Merchandising & E-commerce Styling Manager at VERO MODA India. “It’s not about dressing stores; it’s about sales getting translated.”
“If a VM uses the concept of ‘less is more’, they can achieve the defined sales targets,” Arden D’Souza, Founder & CEO of Sheriden SA adds.
4. Product should be the hero
An effective window display should include unique and memorable product presentation. Many brands tend to overboard the displays with too many props. As Rawat highlights, “Prop cannot become the hero. In the end you are not selling a prop, you are selling products and props are like ‘supporting cast’, which needs to compliment the products and make the product hero.”
Jenny Andrews, Founder and Chief Creative Lead, Studio J, adds, “Product should be the hero, and a good VM should be functional, communicative and easy to manage for the store staff.”
Props should tell the brand or product story. The aim of the props is to highlight saleable items in order to increase profit “It should be interactive and serve a functional purpose apart from thematic,” Anuraag S said.
Arden D’Souza, Founder & CEO of Sheriden SA, shares on a similar vein, “Props and products need to speak to each other and complement each other, not overpower or jostle for space.”
5. Proper lighting
Another important aspect of an effective window display is proper lighting. Lighting is often an overlooked element of great window display. The right lighting will illuminate the display, drawing shoppers’ attention to it and product. “Lighting plays an important role which can create good drama inside the window,” says Sumit Kumar, Partner, Catalyst Design.
“For an effective window display, proper lighting is very important. Lot of people fail to understand the importance of lighting, be they retailers or visual merchandisers, Dhurgha Shankar, Co-Founder, Design Palette adds.
6. Prototyping is the key
To create a window display within a budget and to save on time and cost, a brand should test in at one store before rolling out across other stores. “Right prototyping is the key,” says Anuraag S, Founder, Creativist & Visual Merchandiser – PENCILBOX. “Prototyping is as good as a 5-year business plan on papers, because it can save cost and time and you can test it at one of your store. Here again, you can be innovative or creative within a budget.”
He further adds, “Have a pre-plan for the disposal of displays and props.”
7. Upcycle props and products
Upcycling of props and products is a growing trend in VM props and also a better way to promote your brand CSR drives. “It highlights unique props that customers can relate to. I’ve found that reusing broken or scrapped mannequins, or toys or scrapped vehicles or even newspaper is very interesting. These have caused signature statements and are remembered for a long while,” Arden D’Souza, Founder & CEO of Sheriden SA said.
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Executed at around 350 stores pan India, Van Heusen’s Wedding Window depicted the card game concept while the kingly avatar of suited men was embodied by “king of cards”.
Menswear brand from Aditya Birla Fashion & Retail Ltd (ABFRL), Van Heusen, has recently executed its wedding window to showcase their collection of men’s suits. Defying the regular pattern of wedding window in India, the menswear major has depicted the imagery of “king of cards” to denote the kingly look of a man.
Elaborating further on the narratives and execution to Retail4growth, Diptendu Saha, Head –VM, Van Heusen, explained, “We wanted to break away from how wedding windows are perceived in India through elaborate floral representations etc. Though the idea was to promote the suit collection for wedding, the theme of card and king brought the idea out well with more premium look.”
The window, using two mannequins each, used materials like MDF for main structure and gold foil vinyl for printing along with golden mirror acrylic.
The window was executed pan India by Brand Connexion, Catalyst Design and Megha Digital for southern, western and northern parts of the country respectively.
11 June 2020