VISUAL MERCHANDISING
2 min readBefore moving into product and interaction design, I worked in visual merchandising. In 2015 GANT introduced its Diamond G collection, the starting point of a brand relaunch communicated through the campaign “They changed the world. Not the shirt.” The window concepts were developed by Mathias Broscheidt; as Area Visual Merchandiser, I was responsible for implementing them in the stores.
My area in Berlin comprised Q206, LP12, Bikini Berlin and the outlet in Wustermark, as well as shop-in-shop partners such as P&C in Rostock, the outlet in Brehna and the store in Dresden's Altmarkt-Galerie. In Hamburg I worked on the stores on Neuer Wall with my colleague Gökhan, who was – and still is – a great inspiration to me. Further assignments took me to Munich, Cologne, Dortmund and beyond, and I spent time at GANT's headquarters in Stockholm.
My area in Berlin comprised Q206, LP12, Bikini Berlin and the outlet in Wustermark, as well as shop-in-shop partners such as P&C in Rostock, the outlet in Brehna and the store in Dresden's Altmarkt-Galerie. In Hamburg I worked on the stores on Neuer Wall with my colleague Gökhan, who was – and still is – a great inspiration to me. Further assignments took me to Munich, Cologne, Dortmund and beyond, and I spent time at GANT's headquarters in Stockholm.
The most demanding installation was the corner window at KaDeWe. Access was only possible through what was then the Louis Vuitton shop, so the window had to be completed within a single night. By morning, mannequins in white shirts stood in front of the campaign portraits.
Window design works with the same means as interface design: visual hierarchy, rhythm, light and a single focal point that directs attention. Much of what I learned on the shop floor still informs how I structure interfaces today.
Window design works with the same means as interface design: visual hierarchy, rhythm, light and a single focal point that directs attention. Much of what I learned on the shop floor still informs how I structure interfaces today.
#visualmerchandising#windowdisplay#retaildesign#gant#kadewe#storytelling
2015