Sunday 8 May 2016

Belstaff, London

We love the aesthetic at Belstaff right now with these delicious merchandise tones and textures.  Sand structures have been created to form plinths onto which are placed their fantastic footwear and elevating the mannequins to just above the bottom edge of the fenestration.  The mannequin positions are slightly reminiscent of a Police line up however rather than grouped as we would normally expect so any possible dynamic is lost but then everyone is an expert in Visual Merchandising, right?  Perhaps its time to recognise that we shouldn't always use computer packages to 'drag and drop' window schemes which this one has a strong whiff of.  This is not to say it is unlikable or wrong but all dynamics known to any well practiced Visual Merchandiser have clearly been lost in the digital production process leading to a very generic outcome.

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