Vm chronicles no.10 The tenth series of extraordinary retail events

from VM-unleashed! Ltd

The 10th series of extra-ordinary events

Crew Cut: Subtle Snapshot of What's-in Store

Baited breath awaits the arrival of the much vaunted J Crew flagshipstore on Regent Street. However for the impatient and curious asubtle appetizer awaits amidst the stylish surroundings of LambsConduit, number thirty eight. In keeping with its history of openingspecialist stores in its native New York the London store is a menswearoutlet, selling stylish soft, in a world of traditional tayloring. Individualdisplays echo the exclusive environment whilst the standout salesdesk offers a glimpse of elegant eye-candy displaying jewellery andaccessories for the well-suited and well informed.

No. 1001

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Open: Welcome to the House of Fun

Something pretty peculiar popped up in Islington. The coolest collectionof contemporary living from the safest pair of hands in British retail.Open House is a month long pop-up experience exclusively featuring theHouse collection of John Lewis. The whole is housed in a two-floor spacewith the ground level given over to informally segmented room sets, acoffee bar and plenty of open space for activities and seasonalinteraction. From face painting to french fancies, giveaways toguacamole, and guitar greats to gourmet demonstrations the space isfun and and fully social, featured through facebook and twitter whilstinterestingly anonymous of the official JL site. The lower level serves asa film house with selective screening of cool classics, introduced bydoyens of the film fraternity to a decidedly select audience. Open Houseexplodes the John Lewis brand to a younger audience and keeps thencoming back for more in this most innovative of omni-channelexperiments.

No. 1002


Social Visits: Pop-Up & Pop-In

Exclusive: All embracing old dog teaches the tricks in the era of theomni-channel experience. The Open House experiment shows perfectlythe social strategy for promotion and self-marketing. No longer thestatic pages of periodicals or the neutral newsprint; replaced by adynamic delivery combining the energy and experience of real-lifedestinations with the popular appeal of the pop-up website and socialsite exposure. When the house of cards collapses into creative historythe emotional memories and surging sales will have put this House onfirm foundations.

No. 1003





Top Clarks: Success is Black & White

Step back in time to a classic footwear store moribund in wood andcarpet, then re-trace your steps to the modern Clarks store in the nowfamiliar white box brought to life by imaginative and attractive graphicideas and you walk the journey of one of the world's leading footwearbrands. The new season's imagery combines settings in pen and ink asthe backdrop for colourful expression. Powerful window messages, onfashion and quality, are projected clearly and stylishly combiningmannequins and life--size cut-out imagery. Internal focal tables andwall bays are treated in the same stylish way, walking every step of thecustomer journey with consistency and comfort.

No. 1004





Insuring Success: Selling in Any Event

At the risk of being boring, John Lewis's outstanding performance nevermisses a trick to tempt and attract customers into spending in the UK'sfavourite emporium. Once criticised for being static and staid, theretailer has built onto its enviable reputation for reliability and trust anew role as multi-channel leaders and a destination for newness, ideasand seasonal inspiration. An average days heralds a showcase of designclassics, new seasons styles, value ideas for new kids on the Universityblocks and the additional reassurance of trusted insurance for all yourprecious purchases.

No. 1005





Colour with Confidence: No More Le Creuset Cookery Blues Days

Whilst Apple has been an intrinsic ingredient in the recipe to populariseproduct colour, the heat was ignited by a brand that's been fanning theflames of cookery creativity for considerably more years than that. LeCreuset combines category dominance and the reputation for qualitypar excellence, with spectacular use of colour to stimulate and satisfythe palette of any kitchen. A show-off in anyone's store, the brand hasdeveloped brand delivery with clever and clear visual tools that protectand promote its credibility even in the most hostile of environment.Simple category order and logic, presentation of the product story,effective information and perfect packaging that doubles as display ablyillustrate that Le Creuset is a brand that lingers long after the firstmouth full.

No. 1006


Colour Palette: Playing with Performance

Pride comes before The Fall, and Le Creuset's on-line offering oozes theflavour and fun of this sensual season. Le Creuset's message is basedon the fundamental function and unquestionable quality of its product.Onto this layer an opulent coating of colour coordination from the prettypinks of its junior baking collection, the innovation of olive and thetrademark tone of vibrant volcano. The best brands are constantly putto use, and the icing on the cake is the constant relevance that LeCreuset creates with recipes for every product and occasion. Opening upwith Seasonal Autumn classics, the site also offers up a full recipecatalogue and cleverly combines every product with suggested sojournsinto the wonderful worlds of casseroles and crumbles. The means to theend, is the beginning of the Le Creuset brand experience.

No. 1007





From Knightsbridge to Airbridge: Flying the Harrods Flag

Something has changed in the retail offer at Gatwick airport, SouthTerminal, as part of the enormous investment in the airport. Centrestage of the new development is Harrods. In the extensive store thereare plenty of brands attracting the attention from Longchamps toSwarovski to DKNY but it's the clever commercialisation of the Harrodsbrand that catches the eyes and opens the wallets. Fabulous foodcreates the destination wall from traditional teas to tempting treats,personalised puddings to branded biscuits. The packaging steals theshow building on the original green & gold into a ornate array of pastelsand plums, monochrome magic to seasonal scarlets. Centrepiece theiconic Harrods bag, blocked in the traditional hues, but also resplendentin pink for the feminine soul, and stylish in black for sophistication. Averitable lesson in empowering an identity to travel to any destination.

No. 1008

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VM-chronicles: a series of extra-ordinary events

from VM-unleashed! Ltd




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Vm chronicles no.10 The tenth series of extraordinary retail events