International Visual Competition First Place: Temporary/Pop-up Retail Space
Duty Free Store, Las Vegas
“Jack Daniel’s Sinatra Select Retail Launch”
Eric Daniel, North America creative director, Fitch
When Fitch (Columbus, Ohio) was asked to introduce Jack Daniel’s Sinatra Select at the McCarran International Airport, positioning the product in the premium market was essential. In front of a duty-free store in McCarran’s hectic international terminal, designers created an attended sampling station; a centerpiece “lounge” with evocative graphics and text; and a sound booth, which used tablets to share the product story – and a Sinatra Select playlist. “These pieces were larger-than-life, designed to attract travelers and then have them go inside the store for purchase,” according to the entry.
Designers focused on being very experiential in the concourse, and then offering the product in the store. The display included ebonized oak, tufted leather, hand-hammered and etched copper in addition to cut-outs of Jackie Gleason and Frank Sinatra.
“Attention to detail, including materials as well as the scale, and the fact that each of those beautiful concourse modules folds up for travel essentially makes them their own ‘commemorative box,’ ” says Fitch’s Eric Daniel.
For more first place winners and honorable mentions from VMSD's 2014 International Visual Competition, please check vmsd.com throughout the month of July for parts I-IX.