Visual Merchandising

Digital screens are getting bigger, pop-ups are getting more ethereal and don’t forget to visually merchandise your staff, it’s all happening in VM News this month.

“Green” cardboard cut-out store at eBarrito

  • For green shop design it appears that cardboard is the fabric of choice
  • Milan-based leather bag and accessory brand eBarrito has opened three stores with interiors made entirely from modular, double pressed cardboard to reinforce its 100% organic principles for its leather product
  • We saw the trend first appear at the Aesop stores in 2008
  • The eBarrito store interiors have been designed by Francesca Signori, who has created shelving, wall fixtures and display features out of the carved card. Signori told WGSN: “It was actually the customer who imposed on me the choice of cardboard as a working material. It was partly as a way of reflecting the brand’s philosophy – but also because the budget available for sales outlets was so limited.”
  • The tubular wall system houses an effective and strong set of shelves which is reinforced with extra brackets
  • Across the floor irregular stacked cubes of carved board lean against a bright fuchsia pink wall although all fixtures are raised from the ground slightly to protect them from damage. There are also cardboard lamps made to look like birdcages suspended from the ceiling
  • The store also uses scent as a link to quality and artisan work as the leather bags, all made by leather craftsmen in Florence, seem to have their smell amplified by the cardboard material

The stores are in Cremona, Novara and Emilio Reggio, Italy.

eBarrito store in Cremona, Italy

eBarrito store in Cremona, Italy

Hugo Boss Orange moves New York to Berlin, digitally

  • For the Hugo Boss Orange autumn winter 2010/11 presentation at Bread & Butter, retail design firm Liganova created an area of three New York-inspired lifestyle themed spaces. But it was the giant digital wall built as a “outside” area projecting a speeded up 24-hour video of the New York skyscape, which caught WGSN’s attention
  • Digital screens are being embraced by store design and display alike as technology becomes easier to manage and cheaper to install. We’ve seen an increase in use in catwalk sets and in windows, and it’s only going to increase. Here the screen played a strong atmospheric role in adding a sense of the outside-in to the show
  • The entrance space featured a lift-up façade doorway printed with New York building images, which led into the graffiti-embellished courtyard. Hamburg-based graffiti artists JIAR and Der Herr und sein Knecht were commissioned to add a sense of Brooklyn’s urban creative spirit
  • The main show space was inspired by a downtown SoHo hotel lobby, complete with comfort zones and authentic vintage furniture, as even buyers need to be encouraged to dwell

Hugo Boss Orange at Bread & Butter, Berlin

Still doing good at Merci

  • Paris-based lifestyle store Merci recently staged Human Design, an exhibition of photographs by Frenchman Serge Anton alongside hand-made simple furniture and objects
  • Anton’s huge and detailed portraits loom over the double-height store and add a textural layer to the visual display. The wrinkled and weather-worn faces seem to perfectly complement the distressed and rustic stock chosen to sell alongside the exhibition
  • The store’s atrium is filled with a multitude of irregularly shaped canopied lightshades, suspended in a quaintly erratic grouping above the hefty display tables
  • The stock to support the exhibition mirrors the rustic and tribal theme. Sourced from Africa, China, India and South America, the collection focuses on domestic pieces made from raw materials, including carved wooden stools, hand-woven textiles, mouth-blown glass vessels, wooden bowls and gourds. All the objects, despite their functionality and lack of ornamentation, possess a raw beauty that melds perfectly with the store’s aesthetics

Merci, 111 boulevard Beaumarchais, 75003 Paris
Tel:+33 (0) 14277 0033

Merci, Paris

Hording design at Levi’s, Regent Street

  • There’s a growing trend for brand-building hording design (remember Prada in Paris?), erected during store construction and refurbs. The latest to catch WGSN’s eye is the Levi’s store on Regent Street in London, which has a dramatic 100sq m of copper cladding on the outside of the site during its refurbishment
  • Designed by Jason Traves, Levi’s UK retail presentation manager, the 14-metre-long stretch of copper was produced by Minki Balinki. It is embossed with Levi rivet designs at the metal ‘seams’ and has a handcrafted feel.
  • The aged effect on the word surfaces was done by applying vinegar and it took six people three days to put the 70,000 Levi buttons onto the silicone backing. The buttons were all placed facing up, as Minki Balinki’s founder Nina Tillet told us she wanted to ensure the Levi’s name was always visible
  • The entire surface of the hording will gradually change colour from shiny copper to muted bronze over the six weeks it is in position. Tillet also told WGSN the copper will be recycled into another project after use

Levi’s, Regent Street, London

Styling the staff at De Rien

  • De Rien, the newly opened 30s and 40s vintage store beneath A Child of the Jago in London, is run by father and son duo Cosmo Wise and Richard Spandler, who along with their staff, take huge care to dress the part, wearing a mix of current vintage stock and new clothing.
  • Cosmo told WGSN: “There’s a romance associated with the past, it’s a reaction to over consumption, why make new stuff when there are still so many lovely old things around?”
  • The pair have been selling vintage clothing from Portobello and Spitalfields markets for years and their market-stall training is evident in the atmospheric merchandising in their new basement
  • Complex and beautiful vignets using stock clothes and vintage props adorn the space, which feels museum like and quaintly theatrical, reinforced by the staff in their old/new styling. Cosmo describes it as being the best bits of the past put together in a new way
  • The store sells vintage menswear to an impressive array of retail brands, including A Child of the Jago, which is upstairs. Staff here also dress the part, Kimi Oue told WGSN: “I want to inspire the customers by the way I dress, everything I’m wearing (apart from his shoes) comes from the store.”

De Rien, 10 Great Eastern Street, London, EC2 A3NT
Tel: +44(0)207 377 8694

De Rien at A Child of the Jago, London, with its coordinated staff and theatrical display

10 Corso Como at Liberty

  • Liberty is embarking on an eventful spring programme of artistic collaborations and pop-up stores, or as marketing director Fran Page calls them, “ethereal boutiques”
  • For March there is a collaboration with Paris store Merci and in April is the much anticipated tie-in with Target
  • For Fashion Week, the store launched its collaboration with super chic Italian store 10 Corso Como, owned by Carla Sozzani, featuring a giant suspended circle in the middle atrium
  • Maxine Groucutt, head of visual identity, told WGSN that Sozzani’s partner Kris Ruhs designed the installaion, and the Liberty VM team attached the individual glass circles by hand

10 Corso Como at Liberty


4 pensamientos en “Visual Merchandising

  1. Pingback: Los números de 2010 « El blog del caminante

  2. I do not know whether it’s just me or if perhaps everybody else experiencing problems with your website. It seems like some of the written text on your content are running off the screen. Can someone else please comment and let me know if this is happening to them too? This might be a issue with my browser because I’ve had
    this happen previously. Appreciate it


Introduce tus datos o haz clic en un icono para iniciar sesión:

Logo de

Estás comentando usando tu cuenta de Cerrar sesión /  Cambiar )

Google photo

Estás comentando usando tu cuenta de Google. Cerrar sesión /  Cambiar )

Imagen de Twitter

Estás comentando usando tu cuenta de Twitter. Cerrar sesión /  Cambiar )

Foto de Facebook

Estás comentando usando tu cuenta de Facebook. Cerrar sesión /  Cambiar )

Conectando a %s