The composition consists of the creation of a painting that must "attract attention", "arouse interest" and "leave a pleasant memory that makes it a memorable Shopping Experience for the client".
Many say that "less is more" but, in reality, the ideal is to set up scenes that identify the consumer and generate positive feelings towards the brand. A few weeks ago, many places in the world celebrated Halloween and most of the stores were decorated for the occasion. But what merchants are looking for is to differentiate themselves and offer the consumer a memorable experience when entering their business. Each business must find the best way to reach its customer by analyzing their tastes and fantasies.
Ralph Lauren in New York opted for a simple style for the younger ones and a slightly more detailed style for the older ones. Marc Jacobs, on the other hand, sought impact and differentiation by creating a stained glass window with great remembrance. Thematic but subtle decoration is also in vogue in big cities. Luxury brands opt for differential windows but with "class". On Fifth Avenue in New York, you can see well-lit windows, themed but free of exaggeration.
Gurus
The world's great stores are acclaimed for their distinctive staging in their windows and on the premises. Macy´s, Saks, Bloomingdales and Selfriges, for example, are famous for their stained glass windows and in-store decorations at different parties throughout the year. Christmas is the big star and Visual Marketing efforts for this time are reinforced by these brands.
Christmas 2010 showed monumental achievements: Macy´s presented scenes from everyday life, with mobile dolls that achieved great identification in the public. Bloomingdales integrated technology in its decorations and presented stained glass windows with more than 100 screens that formed a Christmas landscape; But the one who preferred to fully adopt new technologies was Saks, who, at his Fifth Avenue store in New York, presented a 3D game on his facade.
Customers expect to be surprised with our proposals, which must be able to touch their feelings and, consequently, trigger experiential purchasing acts. If retailers turn their stores into Experiences, people will want to spend more time in them and will gladly pay more for what they buy.
Trends for 2011
2010 was a very strong year in terms of Visual Marketing, which predicts great stage creations for this year. Looking objectively, the big trends for 2011 are:
• Incorporate people to the windows. Really assemble a play that invites customers to come in and have a memorable experience in the store.
• Use of 3D images. The distinctive and unique experience of watching such a light show and 3D games elicits sympathy and extreme memory from the viewer.
• Scenographic creations in the stained glass windows. It is necessary to create real scenes that are intimately related to the consumer, which are a reflection of their daily life and, therefore, achieve a strong identification and a close bond with the viewer, showing that they understand and know what is What does he want.
The trends lead us to realize that we must conceive true scenographic achievements, through the use of color, lighting, music, smells, temperature and all those actions or activities that involve the viewer, awakening the desire to return for more memorable experiences.
The scenographic setting is not only to orderly embellish, embellish or arrange. The scenography is one more interpreter of the play that takes place. Certainly it must transmit a marked familiarity with what is proposed so that the situation of use of the goods or services offered can be easily evoked, but above all, it must reveal to us the internal strength of the work (its thematic axis) and organize the space in relation to the staging, the actor (the employees) and the public (the clients).
Here the scenery has a precise meaning; It is due to the need to create an environment and support to involve customers in a Shopping Experience. The “scenographic setting” is the construction of a spatial metaphor that follows from the dramatic concept contained in the thematic axis.
The decorative or ornamental is devoid of dramatic meaning. The usual mistake is to confuse the decoration or the order / neatness with the scenery. The decoration has value by itself, it is autonomous from any dramatic content. The scenographic is an expressive element of the scenic language, it helps the theatrical story since the client is immersed in the dramatic event that we are representing. It should be aimed at triggering a reaction in the client's "emotionality".
The scenography and the scenographic setting must be the way to express the merchandising.
