First year visual merchandising students from AICD (Australian Institute of Creative Design) based in QLD were briefed on several exhibitors’ products and then tasked with creating engaging and creative window displays by thinking outside the square and to push creative boundaries. The fortunate exhibitors whose products were given much creative thought by up and coming visual merchandisers of the future are: Bolle`, Blue Reef Vision, Eyes Right Optical, Mako Eyewear, Mimo, Clic Eyewear and Eyres Optics.
When asked what the guiding principles are for an effective window display, Amy Laird, program manager – fashion and textiles merchandising at AICD told INSIGHT: “Window displays are often the first point of customer contact and can create impressions, trigger otions and conversations. Creating a point of difference can be achieved by developing thes and experimenting with the elents and principles of design such as use of space, colours, textures, lines and shapes. Placing its in the window at varying heights and depths can ensure feature products are not lost in the display.”
AICD student Jade Fook designed a window display for Clic Eyewear, Ms Fook told INSIGHT: “After playing around with various platforms for the glasses to sit on, I found that the product looked most effective when it was suspended in mid-air, adding to the illusion created by the background.”
Another student, Brigitte Topping designed the window display called ‘bunnies on the green’ for Mimo, which is certainly unique in its concept and a stand out. Ms Topping said: “I wanted to create something that was visually interesting and I thought the idea of grass bunny rabbits wearing sunglasses was pretty out there.”
When asked about the challenges in designing impactful window displays specifically for the optical industry, student Ashleigh Docherty explained to INSIGHT: “The greatest challenge was to find a way to convey style and necessity in a way that entices people to trial products, particularly those that don’t like wearing glasses.
Ms Docherty designed a military thed window for Mako Eyewear to target adventurous male consumers. “The display had to be unique and enticing enough to draw people in, but not too wild or ridiculous to overwhelm people,” Ms Docherty said.
The visual merchandising displays are found the ODMA booth on the right hand side of the hall as you enter the expo.
