design:retail - October 2014 - (Page 32)
the visual eye
032
On-Trend or
Just Trendy?
PETER-TOLIN BAKER
VISUAL MERCHANDISING SPECIALIST
P-T B DESIGN SERVICES
ptb@ptbdesignservices.com
W
ITH HOLIDAY INSTALLATIONS just
around the corner, it is anyone's guess
what brilliant creative magic will be
on view around the world. And, if you are directly involved in the planning, production and
installation of holiday décor, you know that
what seemed like a unique and brilliant idea
when you started designing, can wind up appearing surprisingly similar in theme to what
your retail neighbors down the street or across
the mall have installed.
Call it coincidence, great minds thinking alike
or the result of a merry prank by interloping holiday supply elves, but the fact that your holiday
décor may appear to be following a trend is not
something to lose sleep over. And, who in visual
merchandising gets any sleep this time of year
anyway? Given the ever-popular demand for the
safety and comfort of traditional Christmas décor,
the pressure to also be creatively relevant, fresh
and on-trend can be daunting. It is something you
can strive toward, but design trends can be elusive
and ever-changing.
Being "on-trend" generally is perceived as a
good thing, yet being noted as "trendy" can seemingly imply that you are less than original-more
of a follower than a leader. However, don't despair.
Technically both terms are positive with regards to
visual presentation. A trend means something is
developing or changing direction; trendy implies
someone or something as being fashionable or upto-date in style or influence. Equally good, right?
Let's take a look at what has been identified as
10 leading trends in holiday window and décor for
2014. Which will come true, and which will get
buried under a pile of artificial snow?
EXTERIOR GRAPHICS: Using store façades as a
giant canvas, complete building wraps over glass,
stone, metal and wood are creating dramatic visual
art and branding opportunities that expand the
seasonal message outward.
OCTOBER 2014
DESIGNRETAILONLINE.COM
INTERACTIVE: Incorporating technology to
create a unique involvement with passing customers, interactive displays are a natural extension of
the growing omnichannel world we live and shop
in. These displays can include product or brand
information, social media connections, manipulation of the display and even direct point-ofsale purchasing.
RUSTIC: Includes the current craze for all things
handcrafted; artful use of humble, roughhewn
materials with a homemade appeal-think yarn,
paper, barnwood and found objects.
MINIMALIST: Perhaps an extension of the current trend for all things '80s, a minimalist holiday
décor might also be a result of limited post-Great
Recession budgets. Regardless, the appeal of simplicity and a Zen-like aesthetic during all the
holiday madness can't be overlooked.
SNOWFLAKES: A classic winter holiday design
motif that is not melting away; snowflakes appear in
all shapes and sizes in a range of retail environments.
ANIMALS: Lions and tigers and bears, oh my!
And would you believe a silver glitter-encrusted
ostrich, as seen last year at Roberto Cavalli?
Always a popular theme, animals continue to
appear as stars.
ROARING '20S: Whether it's a result of last
year's love affair with Baz Luhrmann's "The
Great Gatsby" movie, the 1920s provide a jazzy
appeal and sparkly design motif that seems right
for this year's holiday season.
EASTERN EUROPE: Expanding beyond the
traditional nutcracker theme, the use of Eastern
European, Russian and Nordic folk craft and folklore lend the right amount of holiday spirit to a
wintry theme. And, with last year's enormously
popular animated movie "Frozen," chances are it
will be hard to "let it go" anytime soon.
NEW HOLIDAY COLORS: Emerald green, plum,
tangerine and fuchsia are examples of the colors
that are being touted as the leading new favorites.
Moving beyond the traditional red and green, these
colors stand to bring a new spirit to the season.
SALE: The use of "Sale" as a holiday season message in storefront windows is rather bold and new.
Like it or not, early heavy discounting of merchandise, special sales incentives, coupons and other
money-saving pitches steadily have been creeping
into the previously sacred time for a more creative
holiday visual message.
Which, if any, of the above forecasted trends might
your holiday décor plans fall in? Whatever it may be,
your look will no doubt be unique, delightful and do
the job right-which is to drive sales while adding a
little seasonal joy to someone's day.
BASED IN NEW YORK, PETER-TOLIN BAKER IS ACTIVELY INVOLVED
WITH RETAIL DESIGN AND VISUAL MERCHANDISING VIA P-T B DESIGN
SERVICES (OWNER), THE FASHION INSTITUTE OF TECHNOLOGY
(ADJUNCT PROFESSOR), RETAIL DESIGN INSTITUTE NY CHAPTER
(BOARD PRESIDENT), AND AS A REGULAR CONTRIBUTOR TO
DESIGN:RETAIL.
Anthropologie Holiday 2013: Photo by ALISON EMBREY MEDINA
http://www.DESIGNRETAILONLINE.COM
Table of Contents for the Digital Edition of design:retail - October 2014
design:retail - October 2014
Contents
Editor’s Note
Show Talk
On Trend
We Love This!
Designer Picks
Innovation
Postcard
Before & After
Have You Heard?
Mingle
The Visual Eye
Searching for Steve Jobs
Urban Outfitters
Hershey’s Chocolate World
HARMAN
Retail Design Industry 2014
Products
Backstory
design:retail - October 2014
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