The Unboxing: Wrogn’s SS21 window inspires to overcome fears

Wrogn, founded by Universal Sportsbiz Pvt Ltd (USPL) and endorsed by the Indian Cricket Captain Virat Kohli, recently executed SS21 window with a unique concept called “Unboxing”.

Speaking about the objective, Akanksha Waleski, Visual Merchandise Head said, “With this concept we are looking at Unboxing ourselves in 2021 and moving out of the fears that held us in 2020. The tags used like Unbox the Future addresses at taking control of the future endeavors in a more positive manner. Unbox the Change, shrugs us to embrace change and break away from our old habits to good ones. Unbox the Wrogn Side portrays the brand ethos of not limiting ourselves and looking beyond.

The window has been executed in 30 exclusive brand stores and a scaled down version in over 100 large format stores.

“We have followed an unconventional path while designing the show window by coming up with a design which is almost entirely recyclable. The windows have two formats, one is with the backdrop and boxes and the other is just the boxes with a signage. The unique factor is that the former can be 80% recycled and the latter 100% wherein the boxes can be used for packaging stocks. Also cardboards constitute 80% of the window, which is an eco-friendly material, hence the window is green & sustainable”, explains Akanksha.

The display is inspired by the concept of Unboxing and uses cardboard boxes and stickers and tapes with packaging callouts like Fragile, Handle with Care, Caution, Bar codes etc. The backdrop has a corrugated print & the letters UNBOX are 3D cutouts made out of actual corrugated sheet. Boxes are placed in a zig zag manner on top of each other and are used to display merchandise like clothes, footwear and bags. Virat Kohli, brand’s ambassador, face expressions on the cardboard boxes act as a highlight to showcase the concept.