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Visual Merchandising: The art of selling

WGSN looks at some of the world’s best VM installations and highlights the key themes.

Screens
Macy’s, New York (for CK One)

Macy’s celebrates the launch of lifestyle brand CK One, which debuted in March. The Calvin Klein-owned brand, which was previously solely a fragrance brand, now also offers jeans, underwear and swimwear. The campaign for the brand is based around interaction with consumers via social networking sites in order to gain feedback. The windows reflect this with instructions on how to get involved.

Hermès, Copenhagen
At Hermès’ Copenhagen store a life-size sculpture of a horse sits alongside stacked metal trunks which work as platforms to display the brand’s luxury handbags. Small screens showing grabbing hands are hung haphazardly throughout the window display. Wooden artist-style mannequin hands also feature, grabbing and presenting small product items. Upcycled metal structures

Barneys, Las Vegas
Barneys’ oversized stiletto sculpture is a follow-on from the coathanger horse featured in its New York store. Barneys sent custom manufacturing company Amuneal 1,000 wire coathangers, with an accompanying brief asking the firm to create the impressive sculpture.

Ermenegildo Zegna, Las Vegas
At its Las Vegas store Ermenegildo Zegna frames its tailored product with sculptures made from suspended scissors.

Birds and craft
Merci, Paris

Throughout March, Merci featured an installation in its Paris store entitled Universal Blue. Trend forecaster Li Edelkoort helped to transform the store into a sea of blue, from the homespun props through to the product offerings and arrangements. The store stocked product from Edelkoort’s Paris-based organisation Heartwear, including many of its blue-toned handcrafted goods.

Liberty, London
Liberty’s windows are dedicated to the V&A’s Cult of Beauty exhibition, which explores the 19th century Aesthetic Movement. The windows depict the period with a contemporary, tongue-in-cheek twist. Caricatures of modern media icons such as Kate Moss, Tracey Emin and Grayson Perry feature on the wallpaper, alongside the contemporary furniture product offer.

 

More VM inspiration from WGSN’s acclaimed Global Overview report will be published next week. To view the hundreds of inspirational images go to the Retail section of WGSN Boutique.

Get more from wgsn WGSN Boutique has retail and VM inspiration from more than 100 cities worldwide. Stay informed atwww.wgsn-boutique.com

 

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