VMSD - June 2011 - (Page 4)

FE FROM THE EDITOR The Evolution of the Fixture Displays aren’t just about a stack of merchandise, they’re about speaking to your overall brand aesthetic. 11262 Cornell Park Drive Cincinnati, OH 45242 P: 513.421.2050 | F: 513.421.5144 vmsd@stmediagroup.com | VMSD.com When it comes to displaying denim in the store environment, why is this industry still stacking them 20-pairs deep? During my search for the perfect pair, I manage to destroy the look of your store, or at least your fixture, in less time than it takes to update my Facebook status. And with most mainstream retailers using the same display method, we’ve got a sea of jeans towers that do little to draw your attention (or distinguish one retailer from the next). But place couture shoes atop cement-like cubes in a sculptural arrangement that appears to float above the floor and now you’ve got my attention. (See this month’s cover as well as the article on page 22.) It’s this innovation by Pierre Hardy for its debut boutique in the U.S. that represents a new approach to fixturing in our industry. Much like the beloved mannequin, fixturing’s role in the store environment is less about how high and wide you can stack merchandise. Today, it’s a more integral part of the visual merchandising aesthetic that’s designed to romance the merchandise, help pull out a product’s best features and make the consumer want to pick it up. There are some great examples of this new thinking inside our annual June fixturing issue. Design star Giorgio Borruso talks about the inspiration behind his award-winning fixture design for Carlo Pazolini. Urban Outfitters shows off its mastery of repurposed objects, such as antique showcases and drafting tables, to display merchandise. However, it’s not just apparel and accessories retailers thinking in new ways. Check out Black, the latest electronics concept from U.K.-based Dixons that displays its cameras, smartphones and laptops in an environment that’s more like a fashion store and less like a house of gadgetry. VMSD recently judged its 17th annual Visual Competition, and while I can’t disclose the results until next month’s issue (sorry for the tease), several comments heard from the judging panel reiterate this fresh approach (and appreciation) for innovation in fixturing. “It pops the product,” and “It’s strong but doesn’t fight the merchandise,” were just some of the remarks from judges as they reviewed this year’s submissions. My hope is that we’ll continue to see more innovation as the industry continues to turn around – and more reasons to stop dead in our tracks at a $500 shoe displayed on a simple cube of genius. EDITORIAL Editor Anne DiNardo anne.dinardo@stmediagroup.com Senior Art Director Kimberly Pegram kim.pegram@stmediagroup.com Assistant Editor Whitney Harrod whitney.harrod@stmediagroup.com Editor at Large Steve Kaufman steve.kaufman@stmediagroup.com New York Editor Eric Feigenbaum European Editor John Ryan, London SALES Publisher Eastern U.S. / Eastern Canada Murray Kasmenn murray.kasmenn@stmediagroup.com P: 770.578.2577 Business Development Manager International Patricia Iannelli patricia.iannelli@stmediagroup.com Via G. Rossini 16, 21100 Varese, Italy P: +39.0332.240285 C O R P O R AT E President Tedd Swormstedt Design Group Director Kristin D. Zeit Audience Development Director Christine Baloga Production Coordinator Keri Harper Senior Event Manager Kristy Lohre Director of Book Division Mark Kissling Reprint Information 800-925-1110, ext. 399 SUBSCRIPTION SERVICES P.O. Box 1060 / Skokie, IL 60076 P: (847) 763-4938 / F: (847) 763-9030 VMSD@halldata.com 4 JUNE 2011 | vmsd.com http://www.VMSD.com http://www.vmsd.com

Table of Contents for the Digital Edition of VMSD - June 2011

VMSD - June 2011
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
Design Detail
Next Store
City Blocks
The Colors of Black
Urban Canvas
The Shoe Fits
Showroom
Ad Index
Checking Out

VMSD - June 2011