Workshop in collaboration with Moncler
Workshop: Visual Merchandising
Luxury and lifestyle fashion brands have been developing sophisticated visual communication strategies to reach customers through appealing and eye-catching window displays and to offer them enjoyable, entertaining, informative and personal experiences.
To better engage with existing and potential customers luxury brands are also increasingly relying on storytelling capabilities and the generation of innovative and engaging brand content.
For the workshop students of the master developed concrete guidelines, and concept proposals in order to contribute to the visualization and promotion of the longue saison down-jacket for in-store and window display. The objective of the store display was to increase Moncler brand awareness, as a luxury brand and to confirm the company as the leading luxury company in the longue saison down-jacket in the market. In particular, students were asked to produce an integrated sets of outputs: the development of concept proposals articulated into an integrated visual communication strategy, and its declination in concrete implementation of window and in-store proposals, taking into account that the concept proposed had to be adapted in three different locations (i.e Milan, Venice, Bejing).
Project by Ana Laura Avila, Carolina Castro, Susana Correa, Laura Estrada