Blackberrys: Shoe in Shoe

Designed by Delhi-based Urban Retails, Blackberrys’ newest display fixture to highlight the brand’s footwear is crafted in the shape of a formal shoe.

As part of their in-store merchandising campaign, Blackberrys has recently introduced an in-lit store fixture to highlight its men's footwear category. Around 200 Blackberrys flagship stores have incorporated the fixture, which is designed and executed by New Delhi-based Urban Retails.

Talking to Retail4growth, Ramesh Kaushik, VP-Brand Experience, Blackberrys, explained further, “Since Blackberrys is known as an apparel brand broadly, we wanted to shift some amount of attention to our footwear category. We wanted to introduce a modular and simple yet attention worthy display fixture and thus we came with this idea. We generally do lot of resource movement moving our fixtures from store to store. These display units also moved from store to store catching customers’ attention.”