Visual Merchandising A
Creative Concept…
Bigger, brighter, bolder, brassier; anything goes in the world of VM…well, nearly anything.
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Chris Shoebottom, SDEA Chairman
“What a great industry this is. I'm proud to represent many of its key players through my new stint as president of the SDEA. I started out as a Graphic designer and after many years in Corporate Finance I feel I've returned closer to home. Sure, this industry has to wrestle with tight deadlines, 'air hooks' and 'unobtanium' but at the end of every challenge we get to see the impact our display has helped create in store. This is rewarding and its not art for art's sake either. The uplift in client ROI is very satisfying too and gets you a shot at the next job.
I'm often asked where I see trends in visual merchandising and like all predictions its difficult to point to solid evidence of one particular pattern. Harnessing a multi channel strategy is vital, no doubt about that but brands will still need to offer a tactile experience and theatre, alongside anything that 4G, touch screens, NFC & Digital signage or online can deliver. Stores must work harder but not hard sell. Its a balance, so creativity remains paramount perhaps with a nod to a local flavour as opposed to a hollistic rigidly applied identity. One goal remains constant and that is to stand out. Designers will need to be ever more innovative and manufacturers rise to the task. It’s fun.” T: +44 (0) 1883 348911 W:
www.shopdisplay.org
14 Gary Porter,
Founding Director, Elemental Design. "I was originally attracted to VM by how artistic and often amusing I found window displays in London and then in New York, back in the late 80’s. I was in awe of the installations in
stores like Harvey Nichols, Bergdorf Goodman and Barneys. To me, VM borders on public art – it is commercial art! Spaces are designed and styled to do a job. I’ve read somewhere that it was originally described as the “Silent Salesman” and it certainly is an act of seduction. As technology allows us to play with more of the senses, I imagine that the smells and sounds of windows will be as important as the visual. Animation, movement, lighting effects and holograms will be standard. But craft and skill and artistry will always be around. VM is about creating perfection and will always be about making shopping perfectly effortless. Surely the future will also see a blurring between entertainment, experiences and enticement.” T: +44 (0) 20 7733 7793 W:
www.elemental.co.uk
www.a1retailmagazine.com
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