5. VM/Presentation/Concept
hang it up – and vice versa – and your customers
see a new shop and new products. The triangular
structure lets me use the system unsupported – away
from the walls. And it’s ideal for creating a block of
colour.’ Blankert is equally enthusiastic about Mobile
wall systems. ‘We simply adapt shelving heights to
OILILY
the type of clothing on display: baby clothes are one
Location Amsterdam (the Netherlands)
What Visual merchandising level lower than girls’ clothes, which are one level
By Björn Blankert (VM Manager) lower than women’s tops and skirts: the system
ALU System Mobile provides visual clarity.’ He estimates an increase in
a store’s capacity by more than 10 per cent. ‘ I used to
display about 17 garments per square metre, and that
number’s nearly 20 now.’
Dutch fashion label Oilily is known far and wide for its
Another great Mobile feature is the room it gives
colourful collections of clothes for women, children
you to play. For example, Blankert screwed antique
and babies. Think folkloric prints, polka dots, stripes,
doorknobs to the upper rails of freestanding Mobile
bags featuring appliquéd aliens, tiered skirts flashing
elements – ‘to keep the hangers from sliding o ’ –
layers of orange, purple, green and yellow – and
attached simple wooden hands from drawing models
making it work! – baby caps topped with antlers:
to tubes as hooks for displaying bags, added a
you get the picture.
plywood shelf topped by a mannequin head in a cute
To give the company’s Dutch shops a fresh appeal,
cap – it’s sooo Oilily.
Oilily took its one-o shop in Antwerp – vintage
cabinets and built-in system for hanging clothes –
as a point of departure. Transferring the entire retail
WOR DS ALEXANDRA ONDERWATER
concept featured in this Belgian shop (designed
by UXUS) to other Oilily stores proved infeasible,
however. Björn Blankert, Oilily’s visual merchandising
manager, opted to keep the stronger elements and
scrap the superfluous. For use in all Oilily stores, he
selected four colours (purple, lilac, pale pink and
rose), vintage cabinets and chairs (often used to
display clothes), dark plywood shelving (for various Oilily
functions, including the display of folded garments) Store Interior Design
and the A LU Mobile system. ‘You can do so many
things with Mobile,’ says Blankert. ‘The freestanding
Interview: MIND Magazine ALU
elements for hanging clothes are perfect for altering
the look and feel of a shop in less than an hour. You
take what’s on the shelf,
65 MIND #02 / ALU PROJECTS
6. VM/Presentation/Concept
Oilily
Interior Projects
Design
Global Store Design Directives
Execusion
Budget
7. VM/Presentation/Concept
–Small window– –Extra option for the mannequins–
Only for the stores:
Am sterdam HW 1
Put the letter in the bottle Breda 2
Eindhoven 1
Haarlem 1
Melbourne 1
Brisbane 1
Antwerpen 2
Brussel 1
Knokke 1
Kortrijk 1
Leuven 2
Budapest 1
Pull the rope though the belt
loops of the denim Please show the detail
Modify the garments
with pins
Put the letter in the bottle
Show all the details
More glass vitirnes
Scotch & Soda
Global Window Design
Window Directives
Brick wall
Brick wall on both sides
Colloboration Store Design
Painted logo on wall Store Design
(like on old buildings)
40cm
8. VM/Presentation/Concept
Scotch & Soda
Visual Merchandise Tradeshow
Creative
Visual Merchandise Stores
Directives
Visual Merchandise Directives
Training
Visual Merchandise Training
Showrooms
Visual Merchandise Tradeshow
Visual Merchandise Stores
