Monsoon Spring/ Summer 2012

I want to include an installation of mixed media within my final show, transforming my merchandise tent into a bespoke statement and piece of art.

Leicester Research

I wanted to research window displays from a range of shops in Leicester. The different categories were cheap, vintage, highstreet and high end designer.

I chose Poundland as my example for the cheap type of shop, as everything is a pound. The bold and bright colours and basic typography, show that the main aim is to attract customers through the doors for the cheap and cheerful prices.

The products are stacked up by the window as a cheap means of display, with emphasis placed on the pound pricetag. This store is not inside the Highcross shopping centre so the rent is cheaper, therefore maximising profits. The target market is usually disadvantaged families, pensioners or students.

Another example of a cheap shop is The Gift Company, found inside the Highcross shopping centre. This retail outlet uses White Times New Roman Font to contrast sharply with the bright red exterior, which is modelled on georgian shop windows. This attempt at vintage branding gives the customer a false sense of familiarisation and trust.  The usual target market is pensioners or families.

 My first example of a vintage shop is this boutique, Pink Pigeon, which has brightly painted window frames and shutters, I also like the fragmented art. This shop is jam packed with stock and this is to maximise branding and sales. The retro trend at the moment, is working in this shops favour, as many students in particular shop here for one of a kind pieces.

Another vintage store is Maynard and Bradley , a bookstore which also sells wall art and posters. The windows are crammed with stock and this cluttered look endears the customers. The old fashioned look is typical of the arcade shops, outside of the Highcross. Usual target market would be students, or adults.

A more commercial high street shop is the Brow Bar. The window stencils is very popular and gives the impression of style and sophistication. The black, pink and white colour pallet is very minimalist. Usual target market would be fashion-conscious teens to young adults.

Another highstreet brand is Burton, a male fashion store. I really like the typography behind the model and stand, this is very eye catching, but understated, reflecting their target market's style. Unlike the cheaper shops, prices are not openly advertised, relying on the products and window displays more to attract their customers through the door. Usual target market would be male students to young adults.

A more high end, designer shop is John Lewis, in the centre of the Highcross. This lavish and impressive  entrance is a more sophisticated than a santa's grotto, but its still got that winter wonderland feel. The simple font of the brand is understated but very recognisable. There are no products or prices on show to entice in customers because the name alone is so well known. Usual target market would be more affluent families, couples or elderly.

Another example of high end, designer retail is Swarovski. The sheer glass front and twinkly lighting is very prestigious. I also like the contrast between orange and blue. The built in cabinets and display units are also well lit, giving the branch the wow factor. Target market would usually be more affluent  families, husbands or boyfriends.

Scandinavian Influences on Modern Graphics

(From anticlockwise)
Helen Dardik - Bird Paradise - Personal, 2008
Marcus Walters - Summer, Autumn - Personal, 2005
La Boca - Nightmares on Wax - Record sleeve, 2008

 (From anticlockwise)
Dan Stiles - Feist - Poster; 2007/8
Dan Stiles - Jack Johnson - Poster; 2007/8
Dan Stiles - Zero 7 - Poster; 2007/8
Dan Stiles - Ted Leo - Poster; 2007/8
Nod Young - The Puti Trees - Personal; 2006
Dan Stiles - Hot Chip - Poster; 2007/8
Dan Stiles - Scissor Sisters - Poster; 2007/8

(From anticlockwise)
Methane - Jay Fisher - Poster; 2004
Obama's new deal: Lets Innovate - editorial, 2009
Silent Giant - Ra Ra Riot - Single and Album cover, 2008/9

Research on Visual Merchandising

http://millingtonassociates.com/

'its not just the thought that counts. The execution is crucial too'
Worked with some of the world's leading brands to transform imaginative design ideas into inspiring 3d installations.

Habitat, Christmas 2011, international

De Beers, Christmas 2010, global

Stella McCartney, Childrenswear launch, worldwide

Research on Visual Merchandising Industry

http://www.elemental.co.uk/
Temporary Displays

• Window Displays
• Promotional sites

Design and manufacture in house or produce in international workshops, install and distrubute nationally and internationally. Produce one off projects and roll-out campaigns.

Nespresso

Magasin du Nord

Juicy Couture

Research on the Visual Merchandising Industry

http://www.whiteghyll.co.uk/
Whiteghyll specialise in the design and manufacture of POS and Visual Merchandising display products, alongside nationwide onsite installation.

Paperchase Vaentines 2011

Very strong working relationship with Paperchase which spans over 10 years. We manufacture instore acrylic displays, ranging from book stands to acrylic display cubes. Our display products can be seen in their 130+ stores across the UK and Worldwide. We are also called upon to produce seasonal bespoke window displays for Christmas and other seasonal events. These can be viewed in their flagship stores in London and Manchester.
The brief was to manufacture and deliver a bespoke window display for Valentines Day 2011 using supplied Gothic themed artwork.
Using the supplied artwork from Paperchase, printed and used CNC machine to cut to shape large skull themed prints onto Foamex. These were over 2 meters wide and used to hang in-store and within the window display at Tottenham Court Road.

Heal's Cristmas 2010
Brief to work alongside Heal's design and development team and create a multi purpose window scheme for the pre and post Christmas season. Ensure all display panel backdrops and central floor display units will incorporate furniture and retail merchandise.
Window graphics were designed and produced to allow all in-store products to be clearly viewed. All window, back panel and central floor unit graphics were produced in house using Graphtech FC1200 plotter, then distributed and installed by the Heal’s team.

Ann Sumers Knickerbox relaunch, 2008
Produce working samples to coincide with the initial ideas that Ann Summers had been briefed on. Required to work closely with Ann Summers to choose the elements that work more effectively with the look that was desired and which would prove to be commercially viable. All products to promote the Knickerbox re-brand.
Brief was to manufacturethe majority of the in-store and window point of sale for Ann Summers’ 130 UK stores. This included large format backing panels which were screen printed, CNC cut and then heat bent to form 3D butterfly shapes.
Large and small window graphics and various in-store point of sale products to promote the re-brand were also produced to ensure maximum exposure of the re-brand. All products were packed in-house and distributed by the skilled Whiteghyll finishing team to ensure that all products reached the 130 stores in perfect condition.

Ideas for Final Installation

I wanted to create a large installation for my final piece, here are my brainstormed ideas:

• Brief: To relaunch and brand a product  eg

- Film
- Cars
- Technology
- Band
- Books

• Customer: Where the product will be displayed and sold eg

- Up market, high end, exclusive
- Commercial department store
- One off boutique

• Target market: Who the product will be aimed at eg

- 18/25 years
- young bright fun, 60s graphics, scandinavian folk art
- such as scouting for girls ?

• Merchandise: manufactured goods to advertise and sell the product

- Packaging eg cd case
- Posters
- Bags
- tshirts
- mugs