Discover some of the more fascinating retail stories happening before our very eyes… VM Chronicles 10 A tenth series of Extra-ordinary Retail Events Crew Cut: Subtle Snapshot of What's-in Store Open: Welcome to the House of Fun Social Visits: Pop-Up & Pop-In Top Clarks: Success is Black & White Insuring Success: Selling in Any Event Colour with Confidence: No More Le Creuset Cookery Blues Days Colour Palette: Playing with Performance From Knightsbridge to Airbridge: Flying the Harrods Flag https://www.vm-unleashed.com https://www.facebook.com/VMunleashed.Ltd https://www.pinterest.com/vmunleashed

1. from VM-unleashed! Ltd

2. The 10th series of extra-ordinary events
Crew Cut: Subtle Snapshot of What's-in Store
Baited breath awaits the arrival of the much vaunted J Crew flagship
store on Regent Street. However for the impatient and curious a
subtle appetizer awaits amidst the stylish surroundings of Lambs
Conduit, number thirty eight. In keeping with its history of opening
specialist stores in its native New York the London store is a menswear
outlet, selling stylish soft, in a world of traditional tayloring. Individual
displays echo the exclusive environment whilst the standout sales
desk offers a glimpse of elegant eye-candy displaying jewellery and
accessories for the well-suited and well informed.
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No. 1001

3. The 10th series of extra-ordinary events
Open: Welcome to the House of Fun
Something pretty peculiar popped up in Islington. The coolest collection
of contemporary living from the safest pair of hands in British retail.
Open House is a month long pop-up experience exclusively featuring the
House collection of John Lewis. The whole is housed in a two-floor space
with the ground level given over to informally segmented room sets, a
coffee bar and plenty of open space for activities and seasonal
interaction. From face painting to french fancies, giveaways to
guacamole, and guitar greats to gourmet demonstrations the space is
fun and and fully social, featured through facebook and twitter whilst
interestingly anonymous of the official JL site. The lower level serves as
a film house with selective screening of cool classics, introduced by
doyens of the film fraternity to a decidedly select audience. Open House
explodes the John Lewis brand to a younger audience and keeps then
coming back for more in this most innovative of omni-channel
experiments.
No. 1002

4. The 10th series of extra-ordinary events
Social Visits: Pop-Up & Pop-In
Exclusive: All embracing old dog teaches the tricks in the era of the
omni-channel experience. The Open House experiment shows perfectly
the social strategy for promotion and self-marketing. No longer the
static pages of periodicals or the neutral newsprint; replaced by a
dynamic delivery combining the energy and experience of real-life
destinations with the popular appeal of the pop-up website and social
site exposure. When the house of cards collapses into creative history
the emotional memories and surging sales will have put this House on
firm foundations.
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No. 1003

5. The 10th series of extra-ordinary events
Top Clarks: Success is Black & White
Step back in time to a classic footwear store moribund in wood and
carpet, then re-trace your steps to the modern Clarks store in the now
familiar white box brought to life by imaginative and attractive graphic
ideas and you walk the journey of one of the world's leading footwear
brands. The new season's imagery combines settings in pen and ink as
the backdrop for colourful expression. Powerful window messages, on
fashion and quality, are projected clearly and stylishly combining
mannequins and life--size cut-out imagery. Internal focal tables and
wall bays are treated in the same stylish way, walking every step of the
customer journey with consistency and comfort.
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No. 1004

6. The 10th series of extra-ordinary events
Insuring Success: Selling in Any Event
At the risk of being boring, John Lewis's outstanding performance never
misses a trick to tempt and attract customers into spending in the UK's
favourite emporium. Once criticised for being static and staid, the
retailer has built onto its enviable reputation for reliability and trust a
new role as multi-channel leaders and a destination for newness, ideas
and seasonal inspiration. An average days heralds a showcase of design
classics, new seasons styles, value ideas for new kids on the University
blocks and the additional reassurance of trusted insurance for all your
precious purchases.
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No. 1005

7. The 10th series of extra-ordinary events
Colour with Confidence: No More Le Creuset Cookery Blues Days
Whilst Apple has been an intrinsic ingredient in the recipe to popularise
product colour, the heat was ignited by a brand that's been fanning the
flames of cookery creativity for considerably more years than that. Le
Creuset combines category dominance and the reputation for quality
par excellence, with spectacular use of colour to stimulate and satisfy
the palette of any kitchen. A show-off in anyone's store, the brand has
developed brand delivery with clever and clear visual tools that protect
and promote its credibility even in the most hostile of environment.
Simple category order and logic, presentation of the product story,
effective information and perfect packaging that doubles as display ably
illustrate that Le Creuset is a brand that lingers long after the first
mouth full.
No. 1006

8. The 10th series of extra-ordinary events
Colour Palette: Playing with Performance
Pride comes before The Fall, and Le Creuset's on-line offering oozes the
flavour and fun of this sensual season. Le Creuset's message is based
on the fundamental function and unquestionable quality of its product.
Onto this layer an opulent coating of colour coordination from the pretty
pinks of its junior baking collection, the innovation of olive and the
trademark tone of vibrant volcano. The best brands are constantly put
to use, and the icing on the cake is the constant relevance that Le
Creuset creates with recipes for every product and occasion. Opening up
with Seasonal Autumn classics, the site also offers up a full recipe
catalogue and cleverly combines every product with suggested sojourns
into the wonderful worlds of casseroles and crumbles. The means to the
end, is the beginning of the Le Creuset brand experience.
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No. 1007

9. The 10th series of extra-ordinary events
From Knightsbridge to Airbridge: Flying the Harrods Flag
Something has changed in the retail offer at Gatwick airport, South
Terminal, as part of the enormous investment in the airport. Centre
stage of the new development is Harrods. In the extensive store there
are plenty of brands attracting the attention from Longchamps to
Swarovski to DKNY but it's the clever commercialisation of the Harrods
brand that catches the eyes and opens the wallets. Fabulous food
creates the destination wall from traditional teas to tempting treats,
personalised puddings to branded biscuits. The packaging steals the
show building on the original green & gold into a ornate array of pastels
and plums, monochrome magic to seasonal scarlets. Centrepiece the
iconic Harrods bag, blocked in the traditional hues, but also resplendent
in pink for the feminine soul, and stylish in black for sophistication. A
veritable lesson in empowering an identity to travel to any destination.
No. 1008

10. VM-unleashed Ltd!
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Tim Radley
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www.vm-unleashed.com
VM-chronicles: a series of extra-ordinary events
from VM-unleashed! Ltd
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