an experience of a display artist

2. It is the presentation of a store and its merchandise/products in ways that will attract the attention of potential customers.
From window display through to in-store layout and creative display, which will encourage the shoppers to remain in the store,
giving them positive retail experience. It is a process of building a concept of brands, it is a process of laying a foundation for
your Business Area, it is a process of creating a lifestyle of consumers mindset.
The professional whom focus on these display and in-store presentation is call a visual merchandiser. He/She is the creativity
and aesthetic to design the concept of the store presentation, and is the science of understanding the demographic trend in order
to set the attraction statement and it’s shopping behaviour. A visual merchandiser is a unique position, as the work demand to be
creative in design, have indepth knowlegde of human behaviour, and foretell the trend of the culture. This profession is both
an artist and a scientist.

3. It is to create a concept of brand for the business, detail out in planning of the merchandise/products with creativity, to plan and
put into detail every space of the Business Area, meticulously create unique display to highlight specific brand of products, and
create aesthetic visual and display to shoppers and consumers.
It is important to understand the business direction, the function of every products, survey the layout of the space, and understand
the demographic culture where the space is located. After doing relevant research, develop a concept, an array of branding, or
various concept interlink to each other, including the branding. This is to create a flow within the variety of merchandise/products,
so that shoppers can enjoy shopping in your Business Area.
It is important to understand the business direction and the function of every products. The need to understand the nature
of the business, the need to understand the direction where the business intend, the need to understand the target audience the
business intent, these are the factors which are paramount to have deep understanding as it will affect the design and concept
being present. Understanding the products so that during the process of designing, the functionality may be portray to allow
shoppers to instantly recognise and create familairity. Understanding the function of the products may be require as there may
be a need to create simple information to educate shoppers due to the complexity of the porducts, at some instance, it can create
pairing with other products in to present out in a better manner.

4. A concept is creativity in design and detail. The element in creating concept, is having an array of branding. Every brand is an
individual which represent the merchandise/products. They are needed to incorporate into the concept, unless the company
itself is a brand in which to use to develop the concept. To develop an array of branding is to create excitement of the exclusivity
of a variety of products, and to create segregation which make it easy for shoppers to recognise.
Understanding your Business Area is to understand the demographic culture, and how to do space planning and create the visibility
of the products. Without any product in the space, it is just an empty space. Similarly, without a space for the products, it is only a
showcase in the museum. With the understanding of the demographic culture, it make work easier on choose the products to plot
into the BA. The BA need to be carefully plan based on the products, not designing the fixtures and then try to fit in the products.
Every product need to be carefully curated and place them next to each other, not just fitting in based on the quantity. It is
important to segregate the products based on its colour, function and design. Being able to segregate clearly and match
different colours with other products of similar function create easy shopping for customers, and may even create an interesting
display which catch the attention of shoppers.
Sometimes, products with unique design need to spend more time in creating fanciful presentation at the shop window, or a
centrepiece in front of the shop. it will create the attention of passerby to walk in and also the exclusivity from the array of brands.

5. Once the space is being planned, conceptualise based on colour and material, designing detailed shop drawings and work on
styling up creativiely. Conceptualising require good amount of effort and knowledge on material and props in order to design out
the detail. It is always useful to have a collection or a library of material or photographs for easy reference. This is to ensure that
the shop drawing will be inline with the array of branding and its merchandise. After the shop drawing is done, style up with
appropriate props and note that the products will still be the centre of attraction, and not overshadow by the fixtures and props.
Always remember, the merchandise/products is the centrepiece, not the design of the fixtures and props.
*Disclaimer: This article is written based on my past experience, and all photos are done by me during my past
employment with various companies. Any familiarity with any other material are purely coincidental.