VM&RD Retail Design Awards 2018: Simon Carter

Graphics play a very vital role in brand Simon Carter and is used as a visual language in the store to complement the quirky pattern musings of the brand. The store front has a graphic in the store signage which adds the quirky sophisticated British expectation of the store experience before entering the store. Graphics is also wrapped on the props and mannequins in the front window display that are inspired from London. The main ceiling feature in the store sports a classic graphic to add the quirky twist in the environment.

Gervaise, Simon’s imaginary pet dog which is fun persona of a British gentleman and a dandy, is involved in every ‘dialogue’ in a graphic form in the store wrapped in 3D forms, silhouettes and comic strips. Classic iconic graphics inspired from Classic British Rock, Movies, Art and Literature are used in the stores in VM Props and wall décor to complete the story in the brand environment. Simon Carter’s comic strip is used inside the trial room to add another opportunity to immerse in the brand’s unique dialogue. Small quirky callouts like “Why Hello”, “I like those legs” etc. are used to surprise and delight the shoppers in the brand environment. A graphic wall installation of books with Simon Carter’s doodles create an interesting backdrop for projections of inspirational fashion communication from the brand.