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RIYA SINGHAI

PORTFOLIO VISUAL MERCHANDISING


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CONTENT

01 02 03

Develop a prop for window display and in-store study

JACK AND JONES

Develop a Life Size Window Display For a particular luxury merchandise LOUIS VUITTON

Selection and reasoning of a location to open an exclusive store of a beverage brand

COCA-COLA

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BRAND STUDY

ABOUT JACK & JONES The story of JACK & JONES begins in 1990 when BESTSELLER sends a young, fiery soul to the Oslo fashion fair with a modest, but carefully chosen collection aimed at young men. The reception exceeds all expectations and the creation of a new menswear brand is a reality. In the following years JACK & JONES manifests itself as one of the strongest jeans brands on the market and within a few years, the brand has several hundred stores. Today JACK & JONES is one of Europe’s leading producers of menswear with more than one thousand stores in 38 countries and JACK & JONES clothes are sold by thousands of wholesale partners all over the world. Jeans are still regarded as the backbone of JACK & JONES’ business. We continue to have a high level of expertise when it comes to the craftsmanship, quality and design of jeans, but JACK & JONES is nowadays defined and represented by five unique brands: JACK & JONES VINTAGE CLOTHING, PREMIUM by JACK & JONES, ORIGINALS by JACK & JONES, CORE by JACK & JONES and JACK & JONES TECH. The brands are designed by independent design teams, each one of them with their own ideas, concepts and designs. They all offer a full range of clothes, accessories and footwear for every man and every occasion. JACK & JONES VINTAGE CLOTHING PREMIUM by JACK & JONES ORIGINALS by JACK & JONES

JACK & JONES LINES

CORE by JACK & JONES JACK & JONES TECH JACK & JONES JEANS INTELLIGENCE JACK & JONES FOOTWEAR VISUAL MERCHANDISING | 05


BRAINSTORMING Spontaneous and random words taken from customers on Jack & Jones

SELECTED TERMS 1. Denim 2. Brand Name Value 3. Rough and tough 4. Raw 5. Rugged 6. Word Mark 7. Denim Shoes and jackets 8. Vintage VISUAL MERCHANDISING | 06


CURRENT WINDOW DISPLAYS Denham, Antwerp, Belgium

Rennes, France

Rennes, France

Jack Jones - Birmingham, England

DENHAM, Antwerp, Belgium

STORE INSIGHTS Denim feel and its exclusive display approaches is the exclusivity of the store which also uses minimal visuals. STORE LIGHTING

STORE MOOD

• Yellowish

• Classical & Elegant

• Bright Spot lights

• Vintage inspired

• Shelf lighting

• Rough and raw

STORE COLORS • Black and Blue

• Biker attitude • Casual Sport

• Neutrals • Denim Blue • Wooden

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SKETCHES PROPS

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PROTOTYPES OF 3 SELECTED SKETCHES

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DEVELOPMENT OF THE PROP Orthographic views of all parts LEFT PROFILE

RIGHT PROFILE

FRONT

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FINAL PROP AND LIGHTING

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BRAND STUDY

ABOUT LOUIS VUITTON The original Louis Vuitton company was founded by Louis Vuitton in 1854 on Rue Neuve des Capucines in Paris, France. Originally a luggage maker, Louis Vuitton realized that flat trunks could be stacked, as opposed to the rounded trunks that were more popular at the time. Vuitton monogram is one of the most luxurious and recognizable trademark in the world. After a great success, many other br-ands started to market Louis Vuitton as their label brand. A wide range of men and women collection is also found under this brand. Menswear is one of the important selling lines of Louis. The brand uses the finest fabric for its collection all over the world. The best part of this brand is that the luggage is still made by hands only by experts. Louis is famous for creating a limited edition collection every season. The brand culture relates to the spirit of travel. The tone of the brand is classy, elegant and sophisticated.

LOUIS VUITTON MONOGRAM PATTERN The unique pattern is composed of flowers, a universal and timeless symbol, and the entwined Louis Vuitton initials. The pattern was based on the trend of using Japanese and Oriental designs in the late Victorian era. The Monogram canvas has been associated with natural, vegetable-tanned vachetta cowhide leather. Its smooth, natural grain brings out the harmony of the carefully selected hide. This delicate, easily scratched leather is a testament to the bag’s history and develops a unique amber patina, unique to each bag and greater suppleness with time. The leather starts out with a white tone and gradually darkens over time, leaving a rich caramel or amber color.

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BRAINSTORMING

Spontaneous and random words taken from people on Louis Vuitton

SELECTED TERMS 1. Bags 2. Luxury 3. Classy 4. Pattern 5. LV Logo 6. Motif 7. Illusion 8. Brown/dark 9.Tesellation 10. Repitition


CURRENT WINDOW DISPLAYS

Fifth Avenue, New York

Times Square, Hong Kong

Chicago, Cook County, Illinois, USA

2014 Spring, Budapest

5 Canton Road, Hong Kong

VM APPROACH Classy and subtle display of merchandise and brightly lit. Based on one theme or concept that may depend on the nature of the merchandise or the collection. Mood of the store is very luxurious, Classy & Elegant. Mostly the fixtures and props are geometrical and structural producing abstract forms with the use of pattern or repitation.

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SKETCHES

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DEVELOPMENT OF THE PROP

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DEVELOPMENT OF THE WINDOW FACADE

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FINAL LIFE SIZE WINDOW

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OBJECTIVE

1. SELECTION AND REASONING OF A LOCATION TO OPEN AN EXCLUSIVE STORE OF THE BRAND 2. RETAIL STORE DESIGN PLAN AND BRANDING STRATEGY

ABOUT THE BRAND Coca-Cola is the most popular and biggest-selling soft drink in history, as well as one of the most recognizable brands in the world. Created in 1886 in Atlanta, Georgia, by Dr. John S. Pemberton, Coca-Cola was first offered as a fountain beverage at Jacob’s Pharmacy by mixing Coca-Colasyrup with carbonated water. Coca-Cola Beverages and Products The Coca-Cola Company (NYSE: KO) is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands and nearly 3,900 beverage choices. Led by Coca-Cola, one of the world’s most valuable and recognizable brands, our company’s portfolio features 21 billion-dollar brands, 19 of which are available in reduced-, low- or no-calorie options. These brands include Diet Coke, Coca-Cola Zero, Fanta, Sprite, Dasani, vitaminwater, Powerade, Minute Maid, Simply, Del Valle, Georgia and Gold Peak. Through the world’s largest beverage distribution system, we are the No. 1 provider of both sparkling and still beverages. More than 1.9 billion servings of our beverages are enjoyed by consumers in more than 200 countries each day.

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BRAND STUDY

BRAND ELEMENTS Red White Logo (Logo- Spencerian Script) Ribbon Bottle

PERSONALITY AND CHARACTERS Authentic Connected Optimistic Spontaneous ‘Live now’ spirit Teen ‘wishful wannabes’ Popular main stream

DESIGN PRINCIPLES Bold simplicity Real authenticity Power of red Familiar yet surprising

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IDENTIFIED LOCATION AND REASONING

12th Main Road, 100 Feet Road, Indiranagar, Bengaluru WHY THIS LOCATION? Indiranagar - Â Lively dining and nightlife hub, with a hip vibe. In the evenings, the restaurants, pubs and craft breweries along 100 Feet Road and the surrounding streets draw a young, stylish crowd. By day, the area is a popular shopping destination, home to fashion stores selling indie labels and international brands.

Identified Location

ATM

A red signal junctionGives time people to see what’s around. Visible from all four sides

People coming will slow down because of the traffic signal, can take time to decide and if interested can take a U-turn and visit store.

Direction where people are coming from


DIFFERENT VIEWS OF THE LOCATION (HEAT MAPPING)

Blocked Area/tree

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EXISTING STORE IN ORLANDO

Inspiration of my store is taken from this store in Orlando. WHY COCA COLA STORE ? The aim of this as well as my store is to create an experiential zone for the lovers of coke. Here you not only drink just a cola but have the brand with the help of the atmosphere. The roof-top of this store is a open bar where you can taste all most all the different drinks provided by Coca-cola Company. The two-floors are dedicated to the different merchandise promoting Coca-cola. VISUAL MERCHANDISING | 25


INSPIRATION

STORE BUILDING STRUCTURE The structure of the building is inspired by splash; Splash from ice cubes in a glass of coca-cola.

SKETCHES

COLOUR INSPIRATIONThe legendary colours associated with the brand- Red and white

Organic structure

Barbeque/open area, rods

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Glass surface


3-D PROROTYPE


GROUND FLOORBUBBLE MAP AND CIRCULATION PLAN

16 ft counters 5” x 5”

zone 2

Installation

20ft

zone 1

8.25 ft

12 ft

9 ft 20 ft

zone 3 wall 20 ft

Installation

8.25 ft

9 ft 20 ft

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FEATURE FIXTURE

1.5 ft

0.5 ft

1.75 ft

4 ft

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PLACEMENT AREA ACCORDING TO THE HEAT MAPPING

Blocked area because of tree

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PLANOGRAM OF A WALL

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Visual Merchandising  

Projects developed during course of Fashion Communication from National Institute of Fashion Technology

Visual Merchandising  

Projects developed during course of Fashion Communication from National Institute of Fashion Technology

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