This project was executed in South American in Honduras and Columbia and other stores will follow suit. This is the Target of South America. It needed to stand out while still creating a sense of value. Fresh and contemporary while still staying accessible to the market.
I worked collaboratively with interior designers and visual merchandisers with a focus on the overall look & feel and graphics. We decided to take their brand yellow from their logo and use the as a distinctive traffic driver and wayfinding device throughout the store through these graphics and visual merchandising. This combined with clean and fun studio imagery and seasonal and striking in-store displays created a strong brand retail experience.
Credits: Work done while at Watt International as a part of a collaborative team effort with interior/retail designers.
Visual Merchandising by Christine Vickers.
A display for the 'HOME' department which featured oversized letters that interacted with the furniture. This was a permanent piece and the display rotated around those letters.
The exterior of the store was redesigned to be a clean, sleek and clearly branded building. This included taking out windows and creating key displays as well as making the yellow prominent and a fun-loving youth oriented photograph. The photo acted as a billboard, so could be re-installed based on the changing promotions and needs of the store. All photography featured a clean white studio background, a sense of energy and always was based in the brand colours - blue and yellow.
Key display areas were given a framework of bright yellow - in this case for 'home' which were seen as department beacons to drive consumers to a display and an area.
Demonstration of the yellow brand colour flood and wayfinding messaging and decals.
Demonstration of store design. With clean modern white displays and bold yellow as the recurring brand colour.
Example of the 'Plateau beacons' we created for key displays and department indicators. In this case a Children's fashion which also included a custom visual merchandising display.
Sketch of the Spring visual merchandising display & Mother's Day window graphics.
Sketch of the Spring visual merchandising display & Holiday window graphics & signage.
Sketch of the Spring visual merchandising display & Holiday window graphics & signage.
