Come & Play – a brilliant anti-gloom holiday theme
This holiday season, playfulness seems to be “du jour”. A few rather clever retailers have decided that the economy and its miseries have been going on long enough and that they needed to diffuse a new mood: playful.
Selfridges in London currently looks like a giant toy store, a superlative playroom designed to fulfill the wildest fantasies of that kid who still is alive and well somewhere in each and one of us. The windows are an explosion of colors, toys are everywhere, mixed and displayed with other items such as bags, shoes, ties, clothes, books, makeup…you name it, it’s in there.
Inside the store, bouquets of glossy balloons in vibrant colors asking you to “Come & Play” are suspended or framing pink neon signs spelling out brand names – suddenly every brand seems more fun, whether it’s no-nonsense Laura Mercier, Clinique or the perenially fun Benefit, they all get that special extra dose of playfulness that makes their products even more covetable. In the Wonder Room, a dedicated section named “Play Lounge” hosts a selection of curated items that made that little girl inside me not believe her eyes: in what looks like a giant Rubik’s cube that exploded and created a multitude of fun stuff, the whole space just makes you want to stay there for hours, touch, try and buy everything you ever dreamed of as a child: colored pencils contained in wooden holders (in the same colors as the pencils they are holding), Pantone notebooks in vibrant hues neatly organized, touchable, quirky limited edition dolls , Lego jewelry, a crazy Barbie foosball table… everything is sure to make a fantastic Christmas present.
With a very similar look&feel, Kiehl’s have also decided to go playful and use Jeff Koons’ glossy art while supporting the Koons Family Institute – they definitely make your holiday shopping more enjoyable and help a good cause. Additionally to the limited edition Crème de Corps, beautiful gift boxes are there for you to fill with your favorite products and give to those you love.
Taking playful to a more personal, intimate level, Tiffany’s decided to add a pinch of magic and created fairytale tableaux, stories for you to imagine, under the “Once upon a time” theme. Every window is different and never fails to transport you to beautiful imaginary places (Richard, you are a true artist!).
And I just read a post by Heather Strang on the Retail Design Diva blog that an artist named Nathalie Wetzel designed a Christmas tree entirely made of marshmallows for Peeps&Co – talk about taking a child’s fantasy to the next level…(click here to see what it looks like)
This holiday season, all retailers are afraid that the still ongoing crisis will affect their most important shopping weeks and many have gone to new levels to ignite the desire in their customers.
But those who decided to wake up that kid in you are those who really got it right: if they can make you look at the world with the dreamy eyes of a child, you will definitely get some of that belief that the future still holds great things to come. And it won’t just make you buy, it will make you feel better, it will make you hope. And isn’t this ultimately the main purpose of the holidays – feeling joy and hope in order to kick-start that truly great new year to come?
|Print article||This entry was posted by Maya on December 17, 2010 at 1:11 pm, and is filed under Best Practice, In the air..., Uncategorized. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|
No trackbacks yet.
about 3 months ago - No comments
So here I am, sitting on a banquette at the new shoe department in KADEWE, Berlin. Waiting. It reminded me of another time I sat on a banquette at the then brand new shoe department in Selfridges, London. Or was it at Galeries Lafayette, Paris? Or at Saks in New York? One thing is sure.
about 10 months ago - 5 comments
Retail in Europe has been suffering. Blame it on the weather – either too hot or too cold – on the economy – the Eurozone is not in the best shape ever – or on consumers’ mood – and here the reasons are as diverse as you can think of – the fact is that
about 1 year ago - 3 comments
Having been silent for many weeks now, I have decided to rekindle my relationship with you by letting a guest blogger express his opinion. This is what Andreas wrote when I asked him to tell me something about his relationship to shopping. What do you think? Spending a few days in New York has always
about 1 year ago - No comments
A year ago, I was surprised by Jones New York’s campaign that portrayed stern, menacing woman ready to conquer the workplace and felt compelled to write about it (link to this post). Today I am happy to say that they have probably understood what women in the workplace are really all about. Working but also
about 1 year ago - No comments
While perusing the thousands of pages the fall magazine issues gave us this year, one distinct trend caught my eye. I first saw the Tommy Hilfiger spread and thought nothing of it because the format was similar to what they have been doing for some time now and it had always reminded my of the
about 2 years ago - No comments
I wear high heels all the time. I wear them because I love them. And sometimes I love them too much and wear them when I shouldn’t. I have fallen 4 times brutally because of my high heels and even though each time I hurt my knee pretty badly, I still cannot go without them.
about 2 years ago - 5 comments
Disclaimer: I must admit that I am a huge Saturday Night Live fan and have watched quite a few of the old Weekend Update segments with Seth (Seth Myers) and Amy (Amy Poehler) lately, so those of you who recognize the similarity between this post’s title and the super funny SNL segment will understand. So
about 2 years ago - 7 comments
In the light of dramatic current events, between revolutions and natural disasters, retailers are doing all they can to convince customers that spring is the ideal time to be in a good mood and enjoy life, to go out and have fun and naturally to shop for new things that make them feel better, different
about 2 years ago - 2 comments
The second you enter the Six Senses spa in Paris, you feel peace. Opened in December 2009, the Six Senses spa is a unique breed in the Parisian beauty and wellbeing landscape. Designed by architect Pierre David, it is the French dépendance of the Bangkok-based Six Senses Resorts and Spas. Managed by Nathalie Abi-Khalil, a
about 2 years ago - 2 comments
Aesop was a slave, a storyteller who lived in Ancient Greece between 620 and 560 B.C. His stories – or fables – always contained a moral connotation and learning of some sort and they are among the best known in the world. Aesop’s fables have been adapted in many languages and dialects, by eminent poets