Non-Holiday Window Display
Submitted by: Holt Renfrew, Toronto
New Year’s resolutions are about following through, and for Holt Renfrew, it was a no-brainer.
For its New Year’s-themed windows, the department store chain created a series of displays featuring various styrene animal head props affixed to mannequins and forms, decked out in the retailer’s latest offerings. On the backdrops, vinyl, fashion-themed resolutions referenced each window’s focus animal (“I resolve to hold my head high when wearing statement pieces” is paired with giraffes, for example).
The whimsical creatures encouraged customers to venture beyond the sales rack, and make them “excited about buying a new wardrobe for the New Year – for their new selves,” Tracey Peters, sr. manager, national visual, Holt Renfrew, says. “Winter is dark and gray, so we focused on really bright colors.” (A big challenge was ensuring displayed apparel would be concurrently in-store, so working closely with store merchants was a must.)
“You can’t lose with animals,” said Michael Brindley, design director, Fitch (Columbus, Ohio), one of this year’s judges. “I think it’s really clever … there’s wit and intelligence.”
Read more about the 21st annual Visual Competition winners featured in VMSD's July 2015 issue by clicking here, and be sure to check vmsd.com throughout the month of July for parts III-VII of this Visual Competition coverage.