VM&RD Retail Design Awards 2018: Simon Carter
By VJ Media Works Team | April 16, 2018
Best In-store Visual Merchandising; Project : Simon Carter; Merit : Four Dimensions Retail Design India Pvt Ltd and Aditya Birla Fashion & Retail Ltd
Fun, humour and Dejavu are the core of the visual merchandising in the Simon Carter store. the dog character, Gervaise finds expression in forms of graphics, 2D-cutouts and even 3D sculptures to tell his story as a dandy fashionista from London. Simon’s collectibles form a focal wall in the lounge which explains his inclination for uniqueness and quirk while a sense of dejavu is created by introducing antiques but with a twist. For instance, record players displaying cufflinks on a rotating disc, an old-fashioned TV unit miniature holds an iPad for communication, vintage radio inspired footwear platforms, walking stick hangers with customized Gervaise’s head sculpture in brass and trumpets moulded into a light fixture.
The book wall installation captures the design process of a collection with Simon’s sketches mounted neatly on a metal frame. This forms an interesting backdrop for all the projections like Simon’s favourite movies, fashion shows and sometimes even a motion picture about the streets of London. VM also comprises of some quirky whimsical characters that support to highlight some products like the rabbit (inspired from Alice in wonderland) with the shoe, the magazine wrapped dress forms, the flying birds that light up the cash desk and the dog shelf talker that can even wag its tail. Much to the amazement of the customers, they also find themselves admiring a café table and chair turned upside down on the ceiling of the trial room portraying an English breakfast (in graphics) served and waiting to be savoured.