After the first time meeting each other, our group agreed to get some research together for the following week, so that we can brainstorm together and talk about what we have found. I instantly decided to look at the existing John Lewis window displays to see what they have already come up with, and what concepts they have been drawn towards. It was clear in the brief that John Lewis want something powerful, bold and strong, something that touches upon consumerism, shopper habits and the customers desires. Taking this information from the brief, I noticed that they haven't really achieved this in their previous displays. They are extremely successful in their advert campaigns and promoting their brand through digital media, however I have found that their existing visual merchandise is not as memorable as their adverts. Although I do really like some of their concepts, and how they advert campaigns are reflected in their windows, I feel like if I did not know who John Lewis was, I would not want to stop and think about what their displays are trying to tell me, because they are a little bit indistinguishable to other on the market. To have a window display that catches the everyday person who is busy walking quickly by, then I feel like the display will have to break conventions, be loud look instantly different to the one that is displayed in the shop next to it.
Therefore I then looked at window displays that I found from other shops on the high street, that are more eye catching and attractive to me, personally. I think by making a collection of displays that I like, when showing them to my group I will be able to give insight into what angle I could potentially see the display, angles that they might not think of. It will also be interesting to see what the other members of my team will come up with, so that we can mix all of our styles and ideas together to make one final display.
I really liked the displays that were bold, and light up at night. In our first meeting, we discussed perhaps having LED lights in our window display which was an idea that I loved! LED lights would be perfect because the brief asks for the display to be set up in Autumn, where the nights start to get darker sooner and it takes longer to get lighter in the mornings. This means that there would be less daylight and more darkness, where our display would be more vibrant and more likely to be eye catching. I also liked the engaging concepts, for example Selfridges' "60% of women are ashamed of their body... I am not one of them". I think for a generation who is constantly absorbed by social media and how their online identity is percieved, constantly comparing themselves to others, this is a display which will make both men and women stop, think, and entice them to walk inside. It is empowering and bold, therefore a great way to immerse the customer with the brand.
Another member of my team suggested we think about what is being released or what is happening during Autumn of 2016. I thought this was a really great and useful idea, therefore I quickly started searching all the types of things that could possibly be occurring during this time of the year, however I found it really difficult to find events. I am not sure if it is because it is so early in the year already, or if there is not much actually happening in Autumn of 2016 yet, but there were little dates I could find information for. I did remember that during this time it is Halloween, and a 'back to school' time of year, so perhaps this is something we can incorporate into our display. On the other hand, the brief asks for a focus on the consumer and consumerism behaviour, so if anything we can take influence colour wise from events like Halloween, but for the most part it will be rhetorical or an ironic concept. This is my research for our next meeting, which I am nervous but excited to see what the other member of my team have come up with, because I am extremely interested in this brief.
Responsive pins research & inspiration based off our first meeting
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