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Visual Merchandising: the importance of materials

Window display design and production management, Diseño de escaparates y gestión de la producción. www.joseluisledesma.com

Visual Merchandising and Window Dressing, different disciplines, but associated and have a common ally: the decoration. These disciplines are the keys to enhance the image of a business. 

By studying the commercial space we have at our disposal, among many others, we can apply the most appropriate window dressing techniques both in the showcases and in the interior and guarantee an enriching experience to our customers and curious people who will not only enter our store, but will stay longer in it.

Today more than ever, stores must become experience centres where to create a relationship with the brand where the main protagonist is the customer.

In fact, brands are increasingly betting on the in-store experience by using minimalist visual merchandising, with less furniture and elements, leaving the product as the exclusive protagonist and conveying a sense of higher quality.

On the other hand, other brands are opting to personalize their points of sale through striking decoration, which varies as their creative line changes.

The shop windows together with the decoration, have to tell an attractive story to our customers and to do so we need to capture all their attention and invite them to the interior of the commercial space, where Visual Merchandising is essential.

To achieve these objectives the importance of materials in Visual Merchandising and Window Dressing is fundamental.

Sometimes it may go unnoticed, but the material we use in the decoration of our store is essential for an excellent result. We must take into account basic aspects of the choice, such as, for example, that it is aligned with the DNA of the brand, as well as more technical aspects about its handling, qualities and behaviour to external variants.

What are the most used materials in Visual Merchandising and Window Dressing?

Window display design and production management, Diseño de escaparates y gestión de la producción. www.joseluisledesma.com

Undoubtedly among the most used materials we find wood: one of the oldest resources and also one of the most versatile. This material provides a feeling of warmth and can be combined with many elements.
It can also be used untreated to convey a more rustic look.

Paper is another of the materials widely used for shop window and store interior decorations. It is an economical, creative and easily recyclable material.

On the other hand we find more natural elements such as stone that is gaining importance and is often used to leave the product as the main protagonist of the store.
Metal is also gaining prominence and is usually combined in the walls and furniture.
Meanwhile, the use of overly ornate upholstery on the walls is becoming less common.

In the case of materials such as natural stone, glass or carpets, they are increasingly present not only in high-end stores but also in large-scale distribution establishments.

The floor

Flooring is another key element of the store. The use of carpets and rugs is not very common nowadays, especially in large retail stores, although they continue to be used in high-end establishments.

When opting for a “bare floor”, a recurring option is marble, a material that offers great strength, durability and style. However, most stores choose to combine this material with another type of flooring for fitting rooms where the touch with bare feet is warmer.

Carpets are an alternative when the product requires direct contact with the feet, as in the case of shoe stores, and are also easy to clean or replace

An avant-garde alternative are environmentally friendly woven vinyl floors, made from materials containing plasticizers, made from renewable raw materials of organic origin.

It’s very important to study and analyse which are the most appropriate materials to convey a message consistent with the value of your brand and to offer the best experience to your customers, without losing sight of the importance of sustainability and to generate a minimum impact on the environment.

In order to meet this goal, don’t hesitate to count on the experience of a Visual Merchandising professional who can advise you on your strategy and help you achieve these goals.

Sources: Moda.es, Casadecor.es and joseluisledesma.com

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