Unique as a SnowflakeChristmas Window Display X TEZENIS
In this live project in collaboration with TEZENIS, realised during the MA Narrative Environments, we have been asked to deliver an innovative design for the windows of the flagship store in Oxford Circus for the Christmas season that communicates the brand’s values, attracts people to enter the shop, is easy to assemble and disassemble and has a low environmental impact.
In response, we have developed the creative proposition “Unique As a Snowflake”: a simulated a winter storm, a whimsical journey of self-discovery in which a variety of beautiful snowflakes highlights the brand’s diverse offering during this cheerful time of the year.
The proposed design is composed of different layers that make it easy to assemble and extremely flexible. The components are four: the printed graphic background, the snowflakes made from a support frame and the undewear to be displayed, the snow and the vinyls to be attached to the glass. Moreover, the support frames are designed to be reused after the window display has been removed, in fact they can be transformed into individual hangers to be used inside the shop.
The concept was developed on the basis of solid research carried out to fully understand TEZENIS’ brand identity. The main objective is to communicate in a joyful and young way the variety of products offered. Typography and copywriting are designed to resonate with the target audience and attract people to step in and rediscover the brand. The visual language is elegant and at the same time trendy and inventive. The colour palette is characterised by the juxtaposition of the muted colours of the drawn elements and the bright colours of TEZENIS underwear. Functionality was an important driver, in fact the design was conceived with space optimization and low cost budget in mind. Moreover, the fact that the main element of the display case can be transformed and reused adds value in terms of sustainability.