Visual Merchandising Portfolio - Alex Danu

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V I S U A L

M E R C H A N D I N S I N G

Portfolio

A L E X A N D RU DA N U

alexdanu.uae@gmail.com +971 50 376 0523


Robinsons Store Concept

The first Robinsons department store in the region opened on 29 th March 2017 at Al-Futtaim’s Dubai Festival City with three floors of contemporary and designer fashion. A total of 200,000 sqft with 600 local, regional and international brands exhibited in a stunning interior design concept featuring vertical gardens created by Patrick Blanc and natural elements like wood and marble with a contemporary twist.

Ladies luxury bags department

Visual Merchandising Portfolio

Alexandru Danu Š2020


Robinsons Store Concept

Men’s Urban RTW Section

Visual Merchandising Portfolio

Mannequins hotspot in front of the men’s Sneakers Lab (2017-”Urban Romance” Campaign)

Alexandru Danu ©2020


Robinsons Store Concept

Interactive digital window (2017-”Urban Romance” Campaign)

Visual Merchandising Portfolio

Men’s RTW Pavilion.

Alexandru Danu ©2020


Windows and Seasonal Campaigns

Ramadan 2020

Visual Merchandising Portfolio

Alexandru Danu Š2020


Windows and Seasonal Campaigns

Spring/ Summer 2020 – “New Emotions”

Visual Merchandising Portfolio

Alexandru Danu ©2020


Windows and Seasonal Campaigns

Winter Festive 2019-2020 – “Ethereal Reflections”

Visual Merchandising Portfolio

Alexandru Danu ©2020


Windows and Seasonal Campaigns

Fall/ Winter 2019 – Main Campaign, inspired from WGSN Creative Manifesto

Visual Merchandising Portfolio

Alexandru Danu Š2020


Windows and Seasonal Campaigns

Fall/ Winter 2019 – Main Campaign.

Visual Merchandising Portfolio

Alexandru Danu Š2020


Windows and Seasonal Campaigns

Pre-Fall/ Winter 2019

Visual Merchandising Portfolio

Alexandru Danu Š2020


Windows and Seasonal Campaigns

Spring/ Summer 2019- Phase 2- “Great Escape” Campaign . Utilizing the WGSN macro trend ‘In Touch’ & inspired by the Al Wathba fossil dunes in Abu Dhabi we create a rich surrealist desert landscape that showcases our New Season trends; A Simple Melody, Platonic Dreams, Altered State of Mind & Easy Breezy. All executed with the slightest of slightest of nods to the classic epic Western.

Visual Merchandising Portfolio

Alexandru Danu ©2020


Windows and Seasonal Campaigns

Ramadan 2019 – A blend of Arabic aesthetics with realistic theatrical representation, describing the beauty of “Celebrating Together”.

Visual Merchandising Portfolio

Alexandru Danu ©2020


Windows and Seasonal Campaigns

Ramadan 2019- “Celebrating Together”

Visual Merchandising Portfolio

Alexandru Danu ©2020


Windows and Seasonal Campaigns

Spring/ Summer 2019 – Phase 1- “Shine a Light” Campaign

Visual Merchandising Portfolio

Alexandru Danu ©2020


Windows and Seasonal Campaigns

Winter Festive 2018-2019 – Unwrap the Season

Visual Merchandising Portfolio

Alexandru Danu Š2020


Windows and Seasonal Campaigns

F/ W 2018 – “Creatures of the Fall” Campaign. Using matte and shine, neutral and bright materials, paired for a confident approa ch to luxury. Layering linear geometrical patterns to enhance the visual depth of the display and to reveal an urban minimalistic feel with a touch of mystery.

Visual Merchandising Portfolio

Alexandru Danu ©2020


Windows and Seasonal Campaigns

S/S 2018 – “Wish you where here…” Campaign – a beautiful romantic approach towards travelling and emotions that come with it, inspired from postcards, we brought together amazing world renowned tourist destinations, using specific elements, assembled in such a way to create a visual illusion of depth that adds dynamism and boosts the scenic representation.

Visual Merchandising Portfolio

Alexandru Danu ©2020


Pop-ups and Branding

Taking advantage of the new reshaping of the store. I used hand-painting to create oversized brush-strokes as a background to complement the new season arrivals.

Visual Merchandising Portfolio

Alexandru Danu Š2020


Pop-ups and Branding

Highlighting the Ladies Denim section, making a fashion statement, combining style with the crafted quality of denim, I’ve attached the crumpled colored paper to animate the wall.

Visual Merchandising Portfolio

Alexandru Danu Š2020


Pop-ups and Branding

Special Setup-up for Needle&Thread-SS2019 collection. Inspired from the beautiful handcrafted floral sequins and embroideries, I’ve created a romanticized background with real art canvases, spraypainted using lace as a stencil.

Visual Merchandising Portfolio

Alexandru Danu Š2020


Pop-ups and Branding

Pre-Fall 2019, VIP entrance, Open Window

< Located next to Ladies Evening-wear, I’ve highlighted the beautiful “Theia” dress by hand-painting the same pattern on the wall.

Visual Merchandising Portfolio

Alexandru Danu ©2020


Pop-ups and Branding

Highlighting the local designer’s collection with a dedicated Pop-up, setting the mood for the Ramadan 2019 Campaign.

Visual Merchandising Portfolio

Alexandru Danu Š2020


Pop-ups and Branding

Paul Smith brand focus, highlighting the 2019 Pre-fall Collection about “Artist Studio” print .

Visual Merchandising Portfolio

Alexandru Danu ©2020


Pop-ups and Branding

Red Valentino brand focus Pop-up.

Visual Merchandising Portfolio

Alexandru Danu Š2020


Mannequins

SS 2020 “New Emotions” concept enriched with styled mannequins, celebrating individuality with high contrast patterns and off-beat colors by creating a relaxed and rebellious style.

Visual Merchandising Portfolio

Alexandru Danu ©2020


Mannequins

Spring/ Summer 2020- “New Emotions”

Visual Merchandising Portfolio

Alexandru Danu ©2020


Mannequins

2020 Festive, adding mystery with metallic glitter and neutrals.

Visual Merchandising Portfolio

Alexandru Danu Š2020


Mannequins

Polo Ralph Lauren shop-in-shop, refreshing the Men’s Collection by following the brand visual guidelines.

Visual Merchandising Portfolio

Alexandru Danu Š2020


Mannequins

Mannequin grouping in Men’s Urban Section.

Visual Merchandising Portfolio

Alexandru Danu ©2020


Mannequins

SS 2019 – “Shine a Light” - playing with neon led lights to complement the bold and rebellious outfits.

Visual Merchandising Portfolio

Alexandru Danu ©2020


Thank you!

alexdanu.uae@gmail.com +971 50 376 0523