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Catálogo de Prada, Puig. 2010
Citation preview
Merchandising Guidelines 2010
3
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Project Objectives 5In- Store Implementation 7
In-Store Concept
In-Store Execution
Image File Guidelines 9Lightbox
In-Store Animations
In- Store Elements 21Shelf
Counter
Outpost
Window
In-Store Animations 29Shelf
Counter
Outpost
Window
Other Decorations
Technical Information 84In-Store Golden Rules 99
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Project Objectives
L'Eau Ambrée is a new addition to the Prada Classic range, which combines an intricate
and fresh approach to the balance of heritage Amber notes.
The objective at point of sale is to reinforce the position of Prada Parfums
in the feminine offer by launching a pure vision of Amber supported by a strong concept.
With this new launch the whole Amber family will be strengthened.
The bases of the launch are to gain presence at the point of sale and to transmit the values
of the brand with purity and exclusivity.
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In-Store ImplementationIn-Store ConceptThe aim of the In-Store concept is to emphasise the beauty of the visual,
and to glorify the sensation of a work of art, inspired by a 'bas-relief'.
The photography work conveys the desire to prolong the visual and to create a kind of echo.
The shape of the gold mirror reflects the light, creates a surprise and one unconsciously senses
the intensity of gold light.
The mirror gives the impression of a play between women, products and lighting atmospheres.
This classic style combined with an avant-garde note, conveys the most authentic Prada
values and thus create an environment at the point of sale, full of emotion and beauty.
In-Store ExecutionEnsure excellence at the point of sale by creating distinguished atmospheres.
Take advantage of the beauty of the visual to persuade our final consumer,
creating unique Outpost Animations.
We need to ensure that POS installations have a high quality execution.
The International Merchandising Guidelines must be strictly followed.
Any local initiaves must be EXCELENT and all implementations must build the quality
of the Brand, paying extreme attention to detail and luxury.
9
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lightbox
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lightbox
pos animations
The L’Eau Ambrée advert captures Prada muses playfully and seductively spraying the fragrance on to one another.
The campaign image for 'L'Eau Ambrée, photographed by Steven Meisel, is a modern interpretation of ancient bas-reliefs, echoing elements of Prada’s spring/summer 2009 campaign.
Image File Guidelines Lightbox In-Store Animations
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lightbox
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lightbox
pos animations
TeCH
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The L’Eau Ambrée advert captures Prada muses playfully and seductively spraying the fragrance on to one another.
The campaign image for 'L'Eau Ambrée, photographed by Steven Meisel, is a modern interpretation of ancient bas-reliefs, echoing elements of Prada’s spring/summer 2009 campaign.
Image File Guidelines Lightbox In-Store Animations
10
main visual / ligHTbOx
Order all visuals from the Image Library.
Main VisualVertical
Main VisualHorizontal
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lightbox
in-store animations
lightbox
in-store animations
Order all visuals from the Image Library.
Main VisualSquare
Main VisualSuper Vertical
Main VisualSuper Horizontal
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imag
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imag
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elin
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lightbox
in-store animations
lightbox
in-store animations
Order all visuals from the Image Library.
Main VisualSquare
Main VisualSuper Vertical
Main VisualSuper Horizontal
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main visual middle easT / ligHTbOx
Order all visuals from the Image Library.
Main VisualVertical
Main VisualHorizontal
imag
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uid
elin
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imag
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elin
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lightbox
in-store animations
lightbox
in-store animations
Order all visuals from the Image Library.
Main VisualSquare
Main VisualSuper Vertical
Main VisualSuper Horizontal
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imag
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imag
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lightbox
in-store animations
lightbox
in-store animations
Order all visuals from the Image Library.
Main VisualSquare
Main VisualSuper Vertical
Main VisualSuper Horizontal
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main visual / in-sTORe animaTiOns
This special crop must be used only for the Outpost and Window Animation proposal, where we can play with the mirror-effect sides. You will need to attach
a draft of the proposal when ordering the image in order to verify the correct visual crop. Keep in mind that this procedure will take more time than usual.
Order all visuals from the Image Library.
Special Visual Vertical
Special VisualHorizontal
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lightbox
in-store animations
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lightbox
in-store animations
main visual middle easT / in-sTORe animaTiOns
This special crop must be used only for the Outpost and Window Animation proposals, where we can play with the mirror-effect sides. You will need to attach
a picture or draft of the proposal when ordering the image in order to verify the correct visual crop. Keep in mind that this procedure will take more time than usual.
Order all visuals from the Image Library.
Special Visual Vertical
Special VisualHorizontal
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lightbox
in-store animations
lightbox
in-store animations
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PaCksHOT visual
Order all visuals from the Image Library.
Packshot VisualVertical
Packshot VisualHorizontal
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imag
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lightbox
in-store animations
lightbox
in-store animations
Order all visuals from the Image Library.
Packshot VisualSquare
Packshot VisualSuper Vertical
Packshot VisualSuper Horizontal
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TECH
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INFO
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ElEM
ENTS
The Point of Sale Elements emphasise the play between women, products and lighting atmospheres. The shape of the gold mirror reflects the light, creating a surprise and a kind of echo.
In-Store Elements Shelf Counter Outpost Window
20
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ENTS
shelf
counter
outpost
window
Shelf Tester StandRef. 65036838185 mm x 190 mm x 84 mmMaterial: Metal and Plexiglass(Tester not included)
Shelf AnimationRef. 65036869310 mm x 190 mm x 110 mmMaterial: Metal(4 elements)(Shelf Tester Stand and Boxes not included)
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shelf
counter
outpost
window
Showcase DecorationRef. 65036883360 mm x 50 mm x 180 mmMaterial: Metal and Plexiglass(Dummies not included)
Counter Tester StandRef. 65036880430 mm x 318 mm x 135 mmMaterial: Metal and Plexiglass
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shelf
counter
outpost
window
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Giant DummyRef. 65036867155mm x 293mm x 300mmMaterial: Metal and Plexiglass
Deluxe DummyRef. 6503689680mlMaterial: Metal and Plexiglass
Set of DummiesRef. 65036923 80ml / 80ml Deluxe / 2 units 80ml packaging 50ml / 1 50ml packaging Material: Metal and Plexiglass
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SIN
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ElEM
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shelf
counter
outpost
window
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Merchandiser OutpostRef. 65036885430 mm x 1413 mm x 292 mmMaterial: Metal and Plexiglass
Giant DummyRef. 65036867155mm x 293mm x 300mmMaterial: Metal and Plexiglass
PodiumRef. 65036884430 mm x 850 mm x 230 mmMaterial: Metal
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shelf
outpost
window
other
Window Display + Dummies Ref. 650368621200 mm x 760 mm x 365 mmMaterial: Metal and Plexiglass
Banner OutpostRef. 65036839500 mm x 1500 mm x 50 mmMaterial: Cardboard and Metal
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SIN
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shelf
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outpost
window
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Banner WindowRef. 65036866500 mm x 890 mm x 120 mmMaterial: Cardboard
Window ShowcardRef. 65036864950 mm x 890 mm x 120 mmMaterial: Cardboard
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pOIN
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Create attractive Outpost and Window Animations to build a unique shopping experience at the point of sale to engage the shopper with an authentic and emotional Prada story.
In-Store AnimationsShelf Counter Outpost Window Other Decorations
28
shelf
counter
outpost
window
other decorationsIN-S
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shelf
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S
shelf
counter
outpost
window
other decorations
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pRODUCT SHElF lAyOUT GUIDElINES
1 Do not mix universes.
2 Always display Shelf Tester stand and Testers, in the centre of the shelf and align them all vertically.
They are key to selling the fragrance.
3 Products should be displayed from left to right, starting with fragrances to ancillaries.
Split the shelf between 80% fragrances and 20% ancillaries.
Follow the interactive product shelf layout programme to display the shelves correctly when the launch period is over.
30
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IMAT
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shelf counter
outpost
window
other decorations
30 31
SHElF ANIMATION GUIDElINES
The objective of the Shelf Animation is to dress the shelf with the Main Visual.
Each animation shelf has 4 elements and can cover a 50 cm or a 90 cm Shelf, depending on the elements used.
200 cm 110 cm
50 CM VErSiOn WiTh 2 ElEMEnTS 90 CM VErSiOn WiTh 4 ElEMEnTS
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USE Of ShElf AniMATiOn
USE Of SlEEVErS
Display the Shelf Animation at eye level. On other shelves, just display the Shelf Tester Stand. Don't use sleevers.
Display 2 Sleevers in a balanced way on each shelf. follow the diagram.
nOTE: never display Shelf Animation and Sleevers together.
2 sleevers 2 sleevers
2 sleevers 2 sleevers
32
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shelf counter
outpost
window
other decorations
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bACkWAll WOMAn 80CM / lAUnCh PEriOD
3 shelves
2 shelves
4 shelves
nOTE: if your country has Prada Tendre in stock it should be displayed together with Classics.
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bACkWAll WOMAn 80CM / lAUnCh PEriOD
5 shelves6 shelves
nOTE: if your country has Prada Tendre in stock it should be displayed together with Classics.
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shelf counter
outpost
window
other decorations
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4 shelves
bACkWAll Mix 80CM / lAUnCh PEriOD
2 shelves
3 shelves
nOTE: The Prada Man packaging is not the final design. if your country has Prada Tendre in stock it should be displayed together with Classics.
34 3534 35
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IMAT
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shelf
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outpost
window
other decorations
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5 shelves
bACkWAll Mix 80CM / lAUnCh PEriOD
6 shelves
nOTE: The Prada Man packaging is not the final design. if your country has Prada Tendre in stock it should be displayed together with Classics.
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IN-S
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ANIM
ATIO
NS
shelf
counter
outpost
window
other decorations
counter
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ANIM
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NS
shelf
counter
outpost
window
other decorations
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COUNTER PERSONALISED
1 Counter Tester Stand / Ref. 65036880
2 Showcase Decoration / Ref. 65036883
3 Corporate Counter Tester Stand /
Showcase Detail1
2
2
3
3
IMPORTANT: L'Eau Ambree Visuals must be the main focus on lightboxes.
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ANIM
ATIO
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shelf counter
outpost
window
oother decorations
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COUNTER 1 SEMI PERSONALISED
1 Corporate Counter Tester Stand2 Counter Tester Stand / Ref. 65036880
3 Showcase Decoration / Ref. 65036883
4 Shelf Animation / Ref. 65036869
1
3
4
Locally Built
A Black Base
Refer to the Technical Information chapter
A
2
shelf
counter
outpost
window
other decorations
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ANIM
ATIO
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COUNTER 2 SEMI PERSONALISED
1 Counter Tester Stand / Ref. 65036880
2 Corporate Counter Tester Stand3 Showcase Decoration / Ref. 65036883
2 3 1
Locally Built
A Base
Refer to the Technical Information chapter
A
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outpost
window
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outpost
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other decorations in-s
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oUtpost AniMAtion GUiDeLines
1 The flooring is key to delimit the space dedicated to the Brand Animation correctly.
2 Install a backwall with visual to play with the mirror echoing.
3 Ensure that testers are available in all Outpost Animations and that they are close to the product stock.
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1 x 1 oUtpost
1 Counter Tester Stand / Ref. 65036880
2 Podium / Ref. 65036884
3 Merchandiser Outpost / Ref. 65036885
4 Banner Outpost / Ref. 65036839
Locally Built
A Flooring
Refer to the Technical Information chapter
IMPORTANT: Any promotional Outpost Animation should be placed close to the selling area of the Brand.
1
2
4
1
2
3SELLINg AREA PROMOTIONAL AREA
AA
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shelf counter
outpost
window
other decorations
Locally Built
A Flooring
Refer to the Technical Information chapter.
2 x 1 oUtpost
1 Counter Tester Stand / Ref. 65036880
2 Podium / Ref. 65036884
3 Merchandiser Outpost / Ref. 65036885
4 Banner Outpost / Ref. 65036839
1
2
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Top view
SELLINg AREA
A
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2 x 1 oUtpost WitH BACKWALL
1 Merchandiser Outpost / Ref. 65036885
SELLINg AREA
1
B
A
Locally Built
A FlooringB Backwall
Refer to the Technical Information chapter
Top view
poin
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AniM
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shelf counter
outpost
window
other decorations
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2 x 1 oUtpost WitH BACKWALL
1 Counter Tester Stand / Ref. 65036880
2 Podium / Ref. 65036884
Locally Built
A FlooringB Backwall
Refer to the Technical Information chapter
1
2
A
BPROMOTIONAL AREA
Top view
Any promotional Outpost Animation should be placed close to the selling area of the Brand.
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47 in-s
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ion2 x 2 oUtpost
1 Counter Tester Stand / Ref. 65036880
2 Podium / Ref. 65036884
3 Merchandiser Outpost / Ref. 65036885
2
1
3
Top view
A
B
Locally Built
A FlooringB Backwall
Refer to the Technical Information chapter
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shelf counter
outpost
window
other decorations
3 x 2 oUtpost
1 Merchandiser Outpost / Ref. 65036885
1
Top view
A
B
Locally Built
A FlooringB Backwall
Refer to the Technical Information chapter
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shelf counter
outpost
window
other decorations
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Locally Built
A FlooringB Backwall
Refer to the Technical Information chapter
3 x 3 oUtpost
1 Merchandiser Outpost / Ref. 65036885
2 Podium / Ref. 65036884
3 Counter Tester Stand / Ref. 65036880
1
FRONT VIEW
Top viewA
B
2
3
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shelf counter
outpost
window
other decorations
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BACK VIEW 1 BACK VIEW 2
Locally Built
A FlooringB Backwall
Refer to the Technical Information chapter
3 x 3 oUtpost
1 Merchandiser Outpost / Ref. 65036885
2 Podium / Ref. 65036884
3 Counter Tester Stand / Ref. 65036880
4 Shelf Tester Stand / Ref. 65036838
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2
A A
1
1 1B
B
shelf counter
outpost
window
other decorations
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4 x 4 oUtpost
1 Counter Tester Stand / Ref. 65036880
2 Podium / Ref. 65036884
3 Merchandiser Outpost / Ref. 65036885
4 Set of Dummies / Ref. 65036923
Locally Built
A FlooringB BackwallC Plasma screen
Refer to the Technical Information chapter
FRONT VIEW
1
2
B
A3
4CC
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window
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BACK VIEW
Top view
4 x 4 oUtpost
4 giant Dummy / Ref. 65036867
Locally Built
A FlooringB Backwall
C golden Prada L'Eau Ambrée logotype
Refer to the Technical Information chapter
A
B
4
C
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outpost
window
other decorations
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FRONT VIEW
Top view
2
3A
B
1
CirCLe spACe
1 Counter Tester Stand / Ref. 65036880
2 Podium / Ref. 65036884
3 Merchandiser Outpost / Ref. 65036885
Locally Built
A FlooringB Backwall
Refer to the Technical Information chapter
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outpost
window
other decorations
SIDE VIEW
3 Top viewA
B
CirCLe spACe
1 Counter Tester Stand / Ref. 65036880
2 Podium / Ref. 65036884
3 Merchandiser Outpost / Ref. 65036885
Locally Built
A FlooringB Backwall
Refer to the Technical Information chapter
1
2
in-s
tor
e An
iMAt
ion
s
shelf counter
outpost
window
other decorations
55 in-s
tor
e G
LoD
en r
ULe
ste
CHn
iCAL
in
For
MAt
ion
55 in-s
tor
e G
LoD
en r
ULe
ste
CHn
iCAL
in
For
MAt
ion
54
NOTE: This is a special Outpost Animation which can be implemented in key retailers.
speCiAL poDiUM
55 in-s
tor
e G
LoD
en r
ULe
ste
CHn
iCAL
in
For
MAt
ion
55 in-s
tor
e G
LoD
en r
ULe
ste
CHn
iCAL
in
For
MAt
ion
in-s
tor
e An
iMAt
ion
s
shelf counter
outpost
window
other decorations
NOTE: This is a special Outpost Animation which can be implemented in key retailers.
speCiAL poDiUM
57 IN-S
TOR
E G
LOD
EN R
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STE
CHN
ICAL
IN
FOR
MAT
ION
56
IN-S
TOR
E AN
IMAT
ION
S
shelf
counter
outpost
window
other decorations
window
IN-S
TOR
E
ANIM
ATIO
NS
shelf counter
outpost
window
other decorations
57 IN-S
TOR
E G
LOD
EN R
ULE
STE
CHN
ICAL
IN
FOR
MAT
ION
wINDOw ANIMATION GUIDELINES
In order to create successful Windows you will need to take into consideration the following during their installation:
1 The flooring is key to delimit the L'Eau Ambrée implementations, particularly in wholesale distribution.
2 Put a Backwall in place to delimit the dedicated space. This will emphasise the beauty of the visual, the aim of the In-Store concept.
3 Ensure the lighting is correct to highlight all Point of Sale elements.
58 59
IN-S
TOR
E AN
IMAT
ION
S
shelf counter
outpost
window
other decorations
wINDOw 2 x 1 / HIGH
1 Window Display with Dummies / Ref. 65036862
1
A
B
Locally Built
A FlooringB BackwallC Mirror Side
Refer to the Technical Information chapter
C
IN-S
TOR
E
ANIM
ATIO
NS
IN-S
TOR
E G
LOD
EN R
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CHN
ICAL
IN
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ION
59
shelf counter
outpost
window
other decorations
1
2A
B
C
wINDOw 3 x 1 / HIGH 1 Window Display with Dummies / Ref. 65036862
2 Showcase Decoration / Ref. 65036883
Locally Built
A FlooringB BackwallC Mirror Side
Refer to the Technical Information chapter
60
shelf counter
outpost
window
other decorations
61
IN-S
TOR
E AN
IMAT
ION
S
wINDOw 4 x 1 / HIGH 1 Window Display with Dummies / Ref. 65036862
2 Showcase Decoration / Ref. 65036883
Locally Built
A FlooringB BackwallC Mirror Sides
Refer to the Technical Information chapter
2
1
A
B
C
C
60
IN-S
TOR
E
ANIM
ATIO
NS
shelf counter
outpost
window
other decorations
IN-S
TOR
E G
LOD
EN R
ULE
STE
CHN
ICAL
IN
FOR
MAT
ION
61
wINDOw 7 x 1 / HIGH
1 Window Display with Dummies / Ref. 65036862
2 Giant Dummy / Ref. 65036867
1
2
Locally Built
A FlooringB BackwallC Mirror SidesD Giant Dummy PlatformRefer to the Technical Information chapter
C
C
DA
B
6362
shelf counter
outpost
window
other decorations
63
IN-S
TOR
E AN
IMAT
ION
S
wINDOw 2 x 1 / LOw
1 Podium / Ref. 65036884
2 Giant Dummy / Ref. 65036867
Locally Built
A FlooringB BackwallC Mirror SideD Golden Prada l'Eau Ambrée logotype
Refer to the Technical Information chapter
1
2
A
D
B
C
6362 63
IN-S
TOR
E
ANIM
ATIO
NS
shelf counter
outpost
window
other decorations
IN-S
TOR
E G
LOD
EN R
ULE
STE
CHN
ICAL
IN
FOR
MAT
ION
wINDOw 3 x 1 / LOw 1 Podium / Ref. 65036884
2 Giant Dummy / Ref. 65036867
Locally Built
A FlooringB BackwallC Mirror SideD Golden Prada l'Eau Ambrée logotype
Refer to the Technical Information chapter
1
2
A
D
B
C
shelf counter
outpost
window
other decorations
6564
IN-S
TOR
E AN
IMAT
ION
S
wINDOw 4 x 1 / LOw 1 Podium / Ref. 65036884
2 Giant Dummy / Ref. 65036867
Locally Built
A FlooringB BackwallC Mirror SideD Golden Prada l'Eau Ambrée logotypeE Wall with plasma screen
Refer to the Technical Information chapter
1
2
A
D
B
CCE
shelf counter
outpost
window
other decorations
IN-S
TOR
E G
LOD
EN R
ULE
STE
CHN
ICAL
IN
FOR
MAT
ION
IN-S
TOR
E
ANIM
ATIO
NS
65
wINDOw 7 x 1 / LOw
1 Podium / Ref. 65036884
2 Giant Dummy / Ref. 65036867
Locally Built
A FlooringB BackwallC Mirror SideD Golden Prada l'Eau Ambrée logotypeE Wall with plasma screens
Refer to the Technical Information chapter
C
CE
1
2
A
D
B
66
IN-S
TOR
E
ANIM
ATIO
NS
shelf counter
outpost
window
other decorations
67
wINDOw 7 x 1 / DELUxE 1 Podium / Ref. 65036884
2 Giant Dummy / Ref. 65036867
C
C
E
1
2
A
D
B
Locally Built
A FlooringB BackwallC Mirror sidesD Golden Prada l'Eau Ambrée logotypeE Wall with plasma screen
Refer to the Technical Information chapter
IN-S
TOR
E AN
IMAT
ION
S
shelf counter
outpost
window
other decorations
IN-S
TOR
E G
LOD
EN R
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STE
CHN
ICAL
IN
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MAT
ION
67
SpECIAL wINDOw CONFIGURATION
696968
in-s
tor
eAn
iMAt
ion
s
shelf
counter
outpost
window
other decorations
other decorAtions
6969
in-s
tor
e An
iMAt
ion
s
shelf counter
outpost
window
other decorations
in-s
tor
e G
Lod
en r
ULe
ste
cHn
icAL
in
For
MAt
ion
personALised GondoLA
1 Counter Tester Stand / Ref. 65036880
2 Shelf Tester Stand / Ref. 65036838
Locally Built
A Base B Shelves
Refer to the Technical Information chapter
1
2
A
B
7170
in-s
tor
e An
iMAt
ion
s
shelf counter
outpost
window
other decorations
71
personALised GondoLA
1 Counter Tester Stand / Ref. 65036880
2 Shelf Tester Stand / Ref. 65036838
Locally Built
A Base B BackgroundC Shelves
Refer to the Technical Information chapter
1
2
A
B
C
7171
poin
t o
F sA
Le
AniM
Atio
nin
-sto
re
AniM
Atio
ns
shelf counter
outpost
window
other decorations
in s
tor
e G
Lod
en r
ULe
ste
cHn
icAL
in
For
MAt
ion
71 in-s
tor
e G
Lod
en r
ULe
ste
cHn
icAL
in
For
MAt
ion
personALised GondoLA
1 Counter Tester Stand / Ref. 65036880
Locally Built
A Base B BackgroundC Shelves
Refer to the Technical Information chapter
1
A
B
C
in-s
tor
e An
iMAt
ion
s
shelf counter
outpost
window
other decorations
737372
personALised GondoLA
1 Shelf Tester Stand / Ref. 65036838
fRonT VIEW BACk VIEW
Locally Built
A Base B ShelvesC Wall with plasma screenD VisualRefer to the Technical Information chapter
72
1
A
B
C D
7373
in-s
tor
e An
iMAt
ion
s
shelf counter
outpost
window
other decorations
in-s
tor
e G
Lod
en r
ULe
ste
cHn
icAL
in
For
MAt
ion
personALised GondoLA
1 Counter Tester Stand / Ref. 65036880
2 Shelf Tester Stand / Ref. 65036838
Locally Built
A Base B ShelvesC BackgroundD Visual
Refer to the Technical Information chapter
1
2
A
B 2
A
B
C
D
73
in-s
tor
e An
iMAt
ion
s
shelf counter
outpost
window
other decorations
757574
fRonT VIEW BACk VIEW
personALised coLUMn
1 Shelf Tester Stand / Ref. 65036838
1
Locally Built
A Column B ShelvesC Visual
Refer to the Technical Information chapter
A
B C
7575
in-s
tor
e An
iMAt
ion
sin
-sto
re
GLo
den
rU
Les
tecH
nic
AL
inFo
rM
Atio
n
shelf counter
outpost
window
other decorations
1
personALised GondoLA
1 Shelf Tester Stand / Ref. 65036838
2 Giant Dummy / Ref. 65036867
Locally Built
A Base B ShelvesC Visual
Refer to the Technical Information chapter
1
A
B
C
1
A
B
C
2
in-s
tor
e An
iMAt
ion
s
shelf counter
outpost
window
other decorations
777776
FULLy personALised coLUMn
1 Shelf Tester Stand / Ref. 65036838
Locally Built
A ShelvesB VisualC Canopy with Logotype
Refer to the Technical Information chapter
D
B C
1
7777
shelf counter
outpost
window
other decorations
in-s
tor
e G
Lod
en r
ULe
ste
cHn
icAL
in
For
MAt
ion
in-s
tor
e An
iMAt
ion
s
Anti roBBery sHop entrAnce
Cover the anti-robbery entrance with a big sleever to hide the original structure using the L’Eau Ambrée vertical visual on bothsides. The joins must be covered in white.
in-s
tor
e An
iMAt
ion
s
shelf counter
outpost
window
other decorations
78 79
cLosed corridor
Decorate Columns and Corridors following L'Eau Ambrée colour and material codes. Try to make the most of the TV Spot, installing plasma screens, whenever possible. Please contact the International In-store Marketing Department to request special layouts.
78 79
in-s
tor
e An
iMAt
ion
s
shelf counter
outpost
window
other decorations
in-s
tor
e G
Lod
en r
ULe
ste
cHn
icAL
in
For
MAt
ion
enGrAvinG event
To decorate other complementary spaces such as an engraving event, please refer to the technical information chapter.
80
in-s
tor
e An
iMAt
ion
s
shelf counter
outpost
window
other decorations
8181
otHer decorAtion
Please contact the International In-Store Marketing Department to request special layouts and Visual crops.
80 8181
in-s
tor
e An
iMAt
ion
s
shelf counter
outpost
window
other decorations
in-s
tor
e G
Lod
en r
ULe
ste
cHn
icAL
in
For
MAt
ion
otHer decorAtion
Please contact the International In-Store Marketing Department to request special layouts and Visual crops.
TECH
NIC
AL
INFO
RM
ATIO
N
IN-S
TOR
E G
OLD
EN R
ULE
STE
CHN
ICAL
IN
FOR
MAT
ION
Technical Information
TECH
NIC
AL
INFO
RM
ATIO
N
84
For Corporate Stands with several lightboxes, we will give total priority to L’Eau Ambrée Visuals
LIGHTbOx CRITERIA
85 IN-S
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CHN
ICAL
IN
FOR
MAT
ION
For Corporate Stands with several fixtures, split Classics and Infusions independently, using lightboxes to reinforce the 2 universes.
TECH
NIC
AL
INFO
RM
ATIO
N
LIGHTbOx CRITERIA
Classic Universe Infusion Universe
86
TECH
NIC
AL
INFO
RM
ATIO
N
IN-STORE ANIMATIONS
COUNTER DETAILS
A Bright painted base. RAL 9010, HR NCS S 0603 G80Y or Pantone 9064C (Pastel Pantone Guide)B Bright black Prada logotype. Order it from Image Library C Matt black cover
C
B
A
87 IN-S
TOR
E G
LOD
EN R
ULE
STE
CHN
ICAL
IN
FOR
MAT
ION
IN-STORE ANIMATIONS
IN-STORE ANIMATION DETAILS
A L’Eau Ambrée visual with bright golden logotype. Order it from Image LibraryB Silver real mirror or Mirrorlite Glassless MirrorC L’Eau Ambrée bright golden logotype. Order it from Image Library D Flooring. RAL 9001 - HR or Pantone 9080C
A B
B
CD
FRONT VIEw BACK VIEw
89
TECH
NIC
AL
INFO
RM
ATIO
N
88
IN-STORE ANIMATIONS
ELEMENTS TO bUILD A bACkwALL
A L’Eau Ambrée Visual with bright golden logotype. Order it from Image LibraryB Silver real mirror or Mirrorlite Glassless Mirror C L'Eau Ambrée bright golden logotype. Order it from Image Library
B
A
C
NOTE: Contact the International In-store Marketing department for specific Outpost Animation measurements
89 IN-S
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ICAL
IN
FOR
MAT
ION
IN-STORE ANIMATIONS
ELEMENTS TO bUILD A bACkwALL wITH TV
A Built-in Plasma screenB Structure to hold the Plasma screen C Black frame made of plexiglass D Silver real mirror or Mirrorlite Glassless Mirror
B
A
C
D
D
C
A
NOTE: Ensure that all local productions are carried out using good suppliers who make top quality executions
TECH
NIC
AL
INFO
RM
ATIO
N
90
IN-STORE ANIMATIONS
MIRROR SIDES FOR OUTpOST ANIMATIONS
wherever possible produce the mirror sides to play with the Visual in all outpost animations.These sides will be placed at a 60º angle.
60º
91 IN-S
TOR
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EN R
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STE
CHN
ICAL
IN
FOR
MAT
ION
IN-STORE ANIMATIONS
Logotype proportions for Special Visual crops
Order all Visuals and Logotypes from the Image Library. The visual and logotype will be delivered together from the supplier
7mm
5 mm
This special crop must be used only for the Outpost and window Animation proposals, where we can play with the mirror-effect sides.You will need to attach a draft of the proposal when ordering the image in order to verify the correct visual crop and logotype as this will be different in Outpost Animation or window. Keep in mind that this procedure will take more time than usual
Make sure the Prada L'Eau Ambrée logotype is framed following the mentioned measurements
92
TECH
NIC
AL
INFO
RM
ATIO
N
IN-STORE ANIMATIONS
wINDOw ANIMATION DETAILS
A L’Eau Ambree visual. Order it from Image LibraryB Silver real mirror or Mirrorlite Glassless MirrorC L'Eau Ambrée bright golden logotype. Order it from Image Library D Flooring. RAL 9001 – HR or Pantone 9080C
B
BB
AA
CC
DD
93 IN-S
TOR
E G
LOD
EN R
ULE
STE
CHN
ICAL
IN
FOR
MAT
ION
MIRROR SIDES FOR wINDOw ANIMATIONS
wherever possible produce the mirror sides to play with the Visual in all window animations.These sides will be placed at a 60º angle.
IN-STORE ANIMATIONS
60º
TECH
NIC
AL
INFO
RM
ATIO
N
95 IN-S
TOR
E G
LOD
EN R
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CHN
ICAL
IN
FOR
MAT
ION
94
OTHER DECORATIONS
IN-STORE ANIMATION DETAILS
A L’Eau Ambrée visual. Order it from Image LibraryB Bright painted base. RAL 9010, HR NCS S 0603 G80Y or Pantone 9064C (Pastel Pantone Guide)C Matt black interior shelvesD Bright black Prada logotype. Order it from Image Library E Plasma Screen
C
D
E
B
C
DB
A
C
C
B
AB
C
D
95 IN-S
TOR
E G
LOD
EN R
ULE
STE
CHN
ICAL
IN
FOR
MAT
ION
OTHER DECORATIONS
LOGO SIZE
The Logotype will be 1/2 of the width
GONDOLA POSITION PROPORTION
1/21/2
TECH
NIC
AL
INFO
RM
ATIO
N
96
OTHER DECORATIONS
LOGO SIZE
The Logotype will be 1/3 of the width
COLUMN POSITION PROPORTION
1/3 1/31/3
COUNTER
NOTE: Use the same Logotype proportion and position for Column and Counter
97 IN-
STO
RE
GLO
DEN
RU
LES
TECH
NIC
AL
INFO
RM
ATIO
N
OTHER DECORATIONS
ENGRAVING EVENT
A Bright painted base. RAL 9010, HR NCS S 0603 G80Y or Pantone 9064C (Pastel Pantone Guide)B Silver real mirror or Mirrorlite Glassless MirrorC Bright black Prada logotype. Order it from Image Library
A
C
B
IN-S
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OlD
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UlE
S
IN S
TOR
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lOD
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S
In-Store Golden Rules
IN-S
TOR
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OlD
EN R
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S
IN S
TOR
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lOD
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S
In-Store Golden Rules
IN-S
TOR
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OlD
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S
100
IN-S
TOR
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OlD
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101
Strictly follow the Prada L’Eau Ambrée International Merchandising Guidelines.
Local suppliers must be used to decorate the outpost and window animations properly,
ensuring high quality executions and careful work on all details.
For special In-Store Layouts always contact the International In-store Marketing Department.
COUNTER
5 Decorate counters following the guidelines and never forget the corporate
counter tester stand to continue promoting all fragrances.
6 Display the Showcase Decoration to give a magic touch to the Counters.
IN-STORE GOlDEN RUlES
IN-STORE OUTPOST ANIMATIONS
7 Plan outpost animations in key stores, high-traffic stores and Travel Retail environments.
8 Outpost animations should ALWAYS be placed close to the shelf or have product stock to promote purchase.
9 ALWAYS implement global decorations, creating a L'Eau Ambrée environment with the echoing mirror effect.
10 The OUTPOST MERCHANDISER is the nº1 priority element in outpost spaces.
It generates brand awareness, trial and purchase.
11 Place a Plasma Screen whenever possible to promote the Prada L'Eau Ambrée TV Spot.
SHELF
1 Gain at least one complete shelf for the L'Eau Ambrée fragrance.
2 Display the L’Eau Ambrée product on the priority shelf.
3 Display the L’Eau Ambrée Shelf Tester stand in all distributions where one
complete shelf is dedicated to the launch.
4 Use the Shelf Animation element to decorate the shelf, to communicate
the campaign and to gain impact.
IN-S
TOR
E G
OlD
EN R
UlE
S
100
IN-S
TOR
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101
WINDOW ANIMATIONS
12 Build decorations only when the window space is fully dedicated to our brand, implement FULL window decorations.
13 Transmit the l'Eau Ambrée concept in the Windows with huge visuals and mirror reflections.
14 Integrate a plasma screen to show the TV Spot in key Windows.
IN-STORE GOlDEN RUlES
IN-STORE OUTPOST ANIMATIONS
7 Plan outpost animations in key stores, high-traffic stores and Travel Retail environments.
8 Outpost animations should ALWAYS be placed close to the shelf or have product stock to promote purchase.
9 ALWAYS implement global decorations, creating a L'Eau Ambrée environment with the echoing mirror effect.
10 The OUTPOST MERCHANDISER is the nº1 priority element in outpost spaces.
It generates brand awareness, trial and purchase.
11 Place a Plasma Screen whenever possible to promote the Prada L'Eau Ambrée TV Spot.
SHELF
1 Gain at least one complete shelf for the L'Eau Ambrée fragrance.
2 Display the L’Eau Ambrée product on the priority shelf.
3 Display the L’Eau Ambrée Shelf Tester stand in all distributions where one
complete shelf is dedicated to the launch.
4 Use the Shelf Animation element to decorate the shelf, to communicate
the campaign and to gain impact.