TREND
Charlytte Morrone FASM 440 Professor Scarborough
JOUR N A L
Welcome to the GREEN land
Why has green become a popular color? Is it because, in 2016 we are finally realizing what color the earth is? I doubt it. Ever since succulent plants became the must haves of humans alike green has taken over windows everywhere. I think it’s because we as a people are becoming aware of how fashion can affect the earth. Green is a positive color and exudes a positive message. Retailers are becoming more aware of the trend of recycling and sustainability that lends itself to this color. In the past green referenced wealth and extravagance, but today it means saving the planet. Green is much more than the leaves on the tree, it stands for change, it stands for serenity, it stands for impact. I feel that greenery has replaced the visual of “florals for spring”, providin a difference from the Savange Wild trend that spread across windows in 2015. Anthropologie has made green a part of their multiple window displays and can be attributed to helping push this trend forward. It is uncommon to walk across a busy street and not notice one store using a real cactus or plant in their display. John Lewis in London this year displayed a window with green grass.
KADEWE, January 2016, BERLIN
Louis Vuitton, Janurary 2016, NY
Jades, Dusseldorf, February 2016
Whether the visual merchandisers are using real plants, paper leafs or stick on flowers retailers are using green in their window displays and in store visuals to capture the customer. The popularity of this color is representative of nature’s persistent influence even in urban environments, a trend continuing to inspire designers.
One, Two, Three Screen The multiple media screens creates an interactive viewing experience. Videos are the new platform of communicating. Retailers are colloborating more with videographers and motion graphics to create a visually stimulating and personal displays. This age of digitalization is new and it has no rules. In March Barneys, NY shot a campaign by filmmmaker Bruce Weber. In the videos displayed in their windows he captured iconic destinations like KatzÂ’s Delicatessen and The Carlyle Hotel and brought them to life with a mix of local New York personalities including Lady Gaga; Yoko On; Bobby Cannavale; the New York Fire DepartmentÂ’s first female battalion chief, Rocky Jones; four of the six Angulo brothers from the acclaimed documentary The Wolfpack; and many more. This reign of multiple screens allows for retailers to play into the minimalistic trend, having the focus be on the product and the video instead of the background.
Barneys March 2016, NY
Diesel, March 2016, Milan
Stella McCartney January 2016, Paris
Gucci February 2016, NY
DSquared2 February 2016, Milan
Light bulb Iconography
LED lights are brightening the city as they pop up in many of the window displays around the world. New advancements in LEDs and white lights highlight products and special areas to create contrasting or complementary light levels. Thanks to technology there is now a tunable white light that can change depending on the intensity levels of the outside like bright lights at night aren’t jarring to shoppers.LED can be changed to affect the color temporature of the visual. Color temperature affects the rhthyms in our bodies, causing us to be intrigued and excited to shop. LEDs are becoming smaller and brighter making it easier to integrate into visual merchandising. Luxury retailers like Emporio Armani are integrating these LEDs to create an instant mood. This type of lighting illuminates the products on display. This lightbulb iconography ties into the larger objects trend of 2016, whether the lights are the showcasing the objects in front or a larger part of the entire display they are a way to bring light to a dull display.
Fenwick, March 2016, London
Emporio Armani, March 2016, NY
Gio Moretti, Feburary 2016, Milan
Madewell, Fenruary 2016, NY
Moncler, March 2016, Milan
Agent Provacateur, March 2016, NY
Pers // pect // ive
Although this is Dior 2013, it has transcended time and inspired windows of Summer 2016
Melange by architect Ahmad Fakhra in Kuwait
Windows in 2016 are creating more to inspire and delight customers. Visual merchandising are incorporating persepctive to give displays a sense of motion. Customers want an experience when viewing windows and view windows as an art installation, so depending on their distance are able to perceive the products in different ways. By giving a window perspective it makes a striking and dynamic backdrop for the products. Just as in the window created by Adidas in London one campaign graphic is scaled, layered and repeated three times, enhancing the centre point perspective of the image. Each layer is edge lit in a cool blue light, creating a striking and hypnotic composition pulling you right in to the centre where the new product is suspended. Perspective windows are largely framed by an asymmetrical outline.
Moncler January 2016
U & B grocery store, Hong Kong Adidas originals Tubular Ferbuary 2016 windows by StudioXAG, London
Fashion in FABRIC
COS March 2016
Joyce installations by Tadaomi Shibuya, Shanghai, Beijing, February 2016
Marks & Spencer March 2016
Fabric has been used for centuries in window displays as the material the products are made of but now fabric is being strung out to create eye catching displays that adorn the clothes and the windows. Visual merchandisers are hanging fabric to mimic the holographic and 3-dimensional element achieved from digital screens. It is an easier way to create a graphic construction to a display. A play with texture is enhanced with the use of fabric.
Versace March 2016
Works Cited http://vmsd.com/content/tuned http://0-pro.windowswear.com.library.scad.edu/search http://retaildesignblog.net/category/visual-merchandising/ http://www.dezeen.com/2016/04/17/fabrica-domus-anniversary-window-display-united-colors-benetton-pantone-pink-blue-milan-design-week-2016/