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The dynamism of denims

By Elke Moebius | April 04, 2014

A global outlook dwells in the Pepe Jeans London store at High Street Phoenix, Mumbai. It is the only Pepe store in India which is designed as per international design concepts. The brand's global standards are experienced herein with the new in-store denim display.


Ropes passing through pulleys in different directions create a random profile to display the products at different levels and at the same time work as an important feature of the concept. Trunks are used to stack and hang denims haphazardly. Other props like lanterns and spools bring in the touch of vintage features. The number 73, the brand trademark is hung just like the denims, indicating the parallels of the brand with its signature product.


Unlike most displays where the product showcased is made to be the focus of attention, here the denim display weaves the denims and rusted props in a single composition. Since the product under consideration is denims, the display cannot afford to have a polished look. The rustic concept enhances the casual nature of denims.

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