Saturday, 20 June 2009

Visual Merchandising in Hong Kong

Hong Kong was my next port of call.  On the whole, I found the visual merchandising to be of a high standard - many of the displays were clearly well thought out and the people working on them have great imaginations.  

The following three photos are taken of the windows from the department store Lane Crawford.  Each window has the quote - 'Reasons we love...' and then ends in something like 'colour', 'travel' or 'candlelight.'  Although each window looks distinctively different, the window scheme is linked by love - there is a heart somewhere in each display and each window has an inspirational quote about love.  For example, the candlelight window has: 'Love is energy of life' by Robert Browning and the colour window has 'The loving are the daring' by Banyard Taylor.  The broad scheme enables many different types of products  to be merchandised - candles in the candlelight window, travel trunks and products in the travel window and clothes and accessories in the colour window.

I found the Loewe store really eye-catching.  I was lured in to gaze at the shoes and bags that were being highlighted by a crazy floor design and plastic 2D statues with bright faces in one window and bold colours painted in vertical stripes in one window.  This has all been designed by Stuart Vevers who had been appointed Creative Director for the brand just the previous month.

I love the simplicity of this next display.  The neutral white washed slatted wall with the worn wooden coat hooks, soft brown shop name in wooden letters and various wooden stools are effective as they let the clothes and accessories speak for themselves but also compliment the simple shapes and colours of the products.  The use of the stools also create height which adds interest.   

I noticed the in-store display of this shop as I was passing and thought it was quite an interesting way of using wall space.  On top of a shadowy image of a tree, the VM has attached hooks to hang clothes and bags from and shelves with crossed mannequins legs on displaying shoes.  You get the imagery of people, clothes and accessories all hanging out in a tree!  I think it's a great idea and has the potential to be developed further.   

I found this unique little shopping centre in Hong Kong which had floors filled with tiny shops - each with its own strong look.  This one in particular caught my eye.  The gothic look is reinforced by the black skulls, black leather armchair, black curtain and candles creating an air of mystery.  This look was chosen to promote the gothic looking products on display - the black gilded photo-frames and draping clothes, and I think it works well.

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