VMSD - October 2012 - (Page 50)

VMSD SHOWROOM VS A TOUCH OF TECH With the proliferation of technological features in p-o-p fixtures, it can be tempting to dress up a fixture just for, well, fun. “It really needs to be the voice of your brand, not just technology for technology’s sake,” says David MacConnie, visual director, mass channel visual merchandising, Hallmark Cards (Kansas City, Mo.). When Walgreens decided to amplify its in-store experience in its Guaynabo, Puerto Rico, flagship, Hallmark stepped in, rolling out p-o-p fixtures with modular, 3-D components like lit highlight boxes or peg panels to hold gifts. (See vmsd.com for images.) The greeting card and gift brand also is exploring digital features, such as gestural recognition that would allow product-specific content to display when merchandise is placed near a screen. MacConnie says the p-o-p projects that most impress him are those that create “a touchpoint to connect with the core brand.” With custom projects on the rise (see the following pages for several examples), high-tech accents are surely here to stay. —Robin Donovan Cubic Visual Systems cubic-us.com Place tablets filled with productrelated content at eye level with the Index with iPad integration. The unit also allows for branding with removable graphic inserts. Lingo Manufacturing Co. lingomfg.com The custom Fresh-Wave steel fixture has a 7-in., motionactivated, battery-powered LCD screen. Unit supports up to 75 lbs. per shelf and is viewable from any angle. Grand + Benedicts gbcustomfixtures.com This custom countertop spinner and floor display for Sol Republic headphones features solid-steel assembly with a headphone jack that allows shoppers to amp up their devices on the sales floor. 50 OCTOBER 2012 | vmsd.com http://www.vmsd.com http://www.cubic-us.com http://www.gbcustomfixtures.com http://www.lingomfg.com http://www.vmsd.com

Table of Contents for the Digital Edition of VMSD - October 2012

VMSD - October 2012
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
Design Detail
Next Store
City Lights
Sporting Luxury
Guys Just Want to Have Fun
Iron Maiden
Showroom
Showroom
Ad Index
Checking Out

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