Immersive VM for Experiential Retail: Jose Maria Bustos

Jose Maria Bustos, Creative Director, Visual Merchandising Asia talk about retail categories and products that present Visual Merchandising challenges.

I have been asked to write about retail categories and products that present Visual Merchandising challenges. This is question can be answered from two different perspectives, first from the perspective of the person who thinks of VM as a editorial type display where you try to communicate with the customer standing in front of a focal point within your shop. Secondly, (and the one to which I adhere too) from the perspective of someone who views Visual Merchandising as a completely immersive environment, where Store Design and Visual Merchandising blend seamlessly to tell the story and create the brand experience!

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