Holt Renfrew

AWARD OF MERIT – NON-HOLIDAY WINDOW DISPLAY: SPECIAL EVENT
Rebrand
Holt Renfrew, Toronto

After more than 100 years in business, Holt Renfrew decided to rebrand itself, choosing six key words to tell the story of its heritage and role as a leading fashion brand: Aspirational, Luxury, International, Unexpected, Heritage and Modern. Employing graphics that represented Holt's new brand identity, each word was then translated into a window display at the Bloor Street flagship.

For “Aspirational,” a large 9-by-12-foot dress was crafted entirely of new branding bags, tissue, ribbon and cord. The “Unexpected” window featured an upside down, salon-style dressing room with large mirror and traditional molding. And for “Heritage,” Holt's history from 1837 to present day was displayed in a large lightbox of archival images.

Judges were equally impressed with the retailer's ability to narrow down its six key attributes and then to translate those into window displays.

One judge noted, “It's a new way to use windows – repositioning your company.”

Client: Holt Renfrew, Toronto
Mary Pompili, vp, marketing
John Gerhardt, director, creative services
Tracey Peters, manager, national visual and merchandising
Susanne Shaw, visual presentation manager
Holt Renfrew Visual Team

Outside Design Consultants: Allison Koturbash, Toronto, set consultant
Little Feet Ltd., Toronto, scenery, display and manufacturing
BGM Imaging, Toronto, surfaces, display, icons

Lighting: Westbury National Show Systems Ltd., Toronto

Mannequins/Forms: Schlappi and Bonaveri mannequins, distributed in North America exclusively by DK Display, New York

Signage/graphics: Dot and Dash, Toronto

Jay Robinson, Saw Photography, Toronto