vm chronicles no.1 a series of extraordinary retail events

a series of extra-ordinary eventsVM-chronicles

from VM-unleashed! Ltd

No. 1

VM-chronicles: a series of extra-ordinary events


Window-Framed!: Virtual Mirror becomes a RayBan Reality

Innovation & imagination driving brand curiosity, footfall and poundsin the till. Crowds of curious shoppers jostle for a place in front of thevirtual mirror outside the handful of Rayban Stores worldwide.Technology that has been a favourite online feature allows the willingto select their favourite classic Rayban shape and apply to their face.Once fixed to the face the frames follow the model as they twist androtate their face in front of the camera. The result is magnetic andinstant window promotion, and in-store fame for the unwittingparticipant.


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Polarizing Opinion: RayBan's Interactive Experiences

Function or Fashion - The Rayban site cuts through the murk to heraldon of the worlds strongest brands. The world's most desirable sunglassbrand wades in with interactive films and imagery to explain anddemonstrate the power and benefit of its polarizing lenses. The usercan not only control the view, and the angle to the sun, but then applyand remove the polarizing filter for the user to experience thedifference in glare & clarity. And never a shrinking violet the Raybansite shows off its fashion and styles with limited edition styles inspiredby the brands rich heritage.


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Technologically Speaking: A Happy Marriage when IQ meets IT!?

Wires often get crossed when technology takes centre stage in the storeexperience. However shining bright from recent times are exampleswhere imaginative ideas are virtually brought to life through screensand electronics. Schuh goes large embedding dynamic messages amidsta nest of footwear, whilst Links goes beautifully intimate, and snowsubtle, as intricate winter scenes are made magical against a gentlybackdrop of falling snowflakes.


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Historically Speaking: Retro-lution not Evolution

History is the only way backwards for the retail forward thinkers.Sometimes to go forwards and seize the brave new world, the onlyanswer is to take a step backwards into the past. Retro-lution notRevolution builds re-assurance and authority with a customer basewhose trust in the hear-and-now is seriously rattled. Across the retailstreets, and through the retail decades, from Burberry to Levis, fromJohn Lewis to Coach it is no bad thing to let the world know you'vealmost seen it all before.


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The Apple of our Eyes: "Satisfying the Eclectic Taste!"

Fish's Eddy feeds the growing appetite for vintage, individual cookwareproducts as an antidote to modern mass commercialism and productstandardisation. Rather than dictate the purchase to the customer - thenumber of pieces, the uniformity of the pack - Fish's Eddy's storeproposition is based around an eclectic "pic 'n; mix", an all pervasive "mix 'n' match2 where the customer is free to select across categories,styles, colours, periods, designs according to their own whim andindividual taste. The freedom of expression is mirrored beautifully in thevintage props and store fittings, the wonderfully crafted messagespainted lovingly on scraps of wood, or reclaimed tin signage, and thedistressed wooden store environment which provides the perfect shellfor the wonders that spill out over it, filling every surface with intrigueand impulse.


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The Apple of our Eyes: "Rice is certainly not skin deep!"

Cast away those pungent memories of school dinner halls - the worldhas changed. Scratch the surface and "rice is certainly not skin deep."Rice to Riches takes a staple of world diet and explodes it into popularculture with imagination, humour and a degree of good taste. Brandcommunication both in the stores and on the website carries a "tone ofvoice" which is fun, friendly and a little challenging at times. Theassortment offers many imaginative and, it has to be said, deliciousflavours and combinations with fruit, nuts, preserves and sauces. Thetemptation to explore and experiment is irresistible. The concept is fullycoordinated across channels allowing customers to buy in store, click &collect or have the Rice delivered to your door. Something to considerfor Valentine's Day perhaps. The brand is beautifully extended acrossthe format into spoons, bowls and rice accessories to maximizecompletely a simple yet unique concept. Visit the Rice to Richesexperience when you're in New York and get your just desserts!!


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The Apple of our Eyes: "Walking in a Fashion Wonderland!"

Forever21 has become folklore for fun and budget fashion in its nativeUS, and now throughout the UK, Europe and the Far East after itsrecent and rapid expansion. Although its original stores were only100sqm its concept has blossomed to become "Fashion Wonderlands" ofover 9000sqm. The vast spaces are used to create retail theatrethrough the use of extravagant and extended mannequin focal points,introducing each area with distinctive and eye-catching colour, patternand displays. Whilst the store has been built arrange jaw-droppingcategory displays with endless racks of dresses, blouses, T-shirts,trousers, denim and every other kind fashion apparel, the retailer hasworked hard to create outfits and silhouettes, brought together with itsindividual and distinctive taste for coordination. Stand-out departmentsinclude the accessories area with its "boutique" atmosphere and thewonderfully extravagant fixtures with crystal chandeliers and oversizedlampshades. For the fashionista on a budget Forever21 truly representsa "Fashion Wonderland" of unparalleled scale and extravagance.


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"Beauty & the Beast!" Primark puts on a new face

You'd have had to have been on a different planet not to know thatPrimark has enjoyed a sensational rise in popularity and in profit overrecent years. This success has been fuelled by the combination ofdesirable, commercial product sold at unbelievable prices, representingunbeatable value. Visual Merchandising has largely been used toenhance the perception of value through the bold display of price heroesand fashion image makers. The very latest fashions and “must-haves”at incredible prices. However, lately the underlying value message hasbeen strengthened further with the development of more inspirationalstore environments and best practice visual merchandising principles.Mannequin displays have entered the store layout creating focal pointsto departments & categories. Importantly there is now a focus onsilhouettes and outfit building, as well as the power prices we havecome to expect. Experiential branding and visual merchandising is notjust the domain of expensive product, and anyone soon to be caught upin the “frenzy” of the new Oxford Street Aladdin’s Cave will understand.


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VM-unleashed Ltd!11 Moat FarmRoyal Tunbridge WellsKent TN2 5XGUK

Tim RadleyManaging [email protected] 609849www.vm-unleashed.com



vm chronicles no.1 a series of extraordinary retail events

Documents

facebook https

store fittings

store fame

eclectic taste

handful of rayban stores

rayban site cuts

favourite classic rayban

customer thenumber