Ponte Milvio Bridge Padlocks, Rome.

On my last few days in the city of Rome, having explored the wealth of Pompeii, Tivoli, and Bosano seeking inspiration for new concepts, and reviewing the cities windows for you, I happened to be crossing over the Ponte Milvio Bridge. I knew very little about this bridge and was intrigued to find padlocks attached at different points along the bridge. I felt compelled to photograph these without really knowing why and just by chance happened to turn on the radio in the early hours of the following morning to hear some guests on a radio station somewhere talking about these padlocks. Bizarre coincidence I know. Anyway, it transpires that these padlocks are left by lovers swearing their eternal love for each other. They attach a locked padlock to the bridge and throw the key in the Tiber river below. Apparently some lamp posts were so heavily laden with padlocks that they have collapsed. Being Romes oldest bridge the Government have put up more contemporary posts to which lovers may attach their padlocks and seal their love. In the meantime, however there are opportunities to use and develop ideas such as this for ourselves within our Commercial Environments.

Zara, Rome

I know a lot of you ask me to include Zara here on the blog which I do quite regularly. So, here we go. This site is along the Via Del Corso here in Rome (actually there are two along this street quite close to each other) What is interesting is this didn't have the usual schemes we can see currently around the world and this called out to me to record it. I was drawn in as the product presentation was such fun with the use of the multiple head scarves stacked up on the mannequins head with her hat perched precariously and almost daring to fall off. Anyway, they are fun and it is a pleasure to see that this brand has confidence in allowing the odd store to be creative with their schemes .

Louis Vuitton, Rome

Walking along the Via Condotti here in Rome, I couldn't help myself but look in to see what LV were doing. I do like their presentations and this store is probably one of the nicest that I have seen. OK, well I'm not over enthusiastic about the suspended cages although they have this incredible staircase leading up to the first floor of this store. I have made a short video of it which you can see on my YouTube site: Jhvefun which had the Romans mesmerised. The stairs are an LED screen with moving images and graphics. I cant imagine this would work particularly well during the daytime but at night time it really does come alive. If there is one store to take a look at there in Rome it certainly is this one. I've noticed that quite a few people have made videos of this too, so clearly it draws in the customers - job well done.

Pure, Rome

I don't normally include these types of stores here as I do find child mannequins quite creepy. However, this scheme at the Pure store on Via Frattina here in Rome compelled me to record it and share it with you. This is clearly a children's brand, and although I did search around their web site, the English translation didn't work so I cant find out much for you. Here, however we have a small scenario of the usual creepy figures dressed as if adults (which is why I probably find them so sinister). The mannequins have been placed quite randomly on a Black and White chequered vinyl floor and surrounded with these drawn cut outs of the Eiffel Tower, various products and Black vinyl designs applied to the walls. Further within the Interior Space the surfaces are in a vibrant Lime Green tone. I guess children like this kind of stuff? Anyway, this isn't one of my favourite stores in the city but I guess people like it.

Dior, Rome

I really do like this brands schemes. The Dior store along Via Condotti (opposite the Spanish steps) was quite treat to see, well at least initially. I felt that the ideas here worked well with the use of the printed backdrop illustrating a perspective view of, potentially where these items were conceived, although on closer inspection the attention to any detail was quite lacking. Lights illuminating the product were broken and it appears that the left hand of this mannequin is actually the wrong one? Out of the four window schemes the one below is undoubtedly the most considered and so carefully produced which is indicative of this brand. However, for such a high profile brand and incredible location is was a little disappointing to see such apparent lack of care.

Alberta Ferretti, Rome

In the home of the designer Alberta Ferretti here in Italy, it would seem particularly appropriate to include one of her stores. I don't know that much about this brand although I did do a quick search around the Internet to have a look at their site. I was a little confused by the site as I was looking for their philosophy and their 'philosophy' is actually part of their brand collection and therefore it is difficult to unravel exactly what they are saying. Anyway, the stores, wherever I see them are, although not the most lavish presentation are done well and the store here in Rome is no exception. Housed within this beautiful site along Via Condotti, Ferretti uses these high Gloss Black figures dotted around the store. Very simply done and so wonderfully effortlessly presented that oozes luxury.

Freddy, Rome

The Freddy store here in Rome is interestingly placed along the Via Frattina. I say 'interestingly' as it is surrounded by a lot of luxury brand stores and therefore looked a little out of place. However, I initially photographed here as they had such an interesting store and scheme presenting their product. The brand itself was begun by Carlo Freddi in 1976, providing gym and dance wear (the 'i' was changed to a 'y' in the early 1990's) and anyone into dance wear will probably be far more familiar with the name than myself. Apparently they also have a store in my home city in London in Convent Garden, although I must admit I don't think I have ever noticed them. Well, can you honest see me looking for dance wear and dance shoes? (please don't try to imagine it). The whole scheme makes a little more sense when one realises what they sell, with slogans such as Wake up your Body in a laser cut cog design and applied to the front of the store. If you are interested in this kind of stuff, do have a look at their site, they have very impressive logos there from very high profile clients.

Energie, Rome

Further along the Via del Corso, here in Rome, is the Energie store. This is another brand that I dont see very often so it was very exciting to see what they are doing here. This brand looks at blogs and sites all over the globe to keep up to date with the latest trends on the street. I did have to smile to myself, however, as their website seems to have lost some things in translation and they actually say that they 'decline' rather than 'define' trends on the street into various categories. I would look at your site, guys at Energie, as there is quite a crucial difference here in meaning. But anyway, they are clearly hip and trendy and I do like these 3-D words in the window scheme. I'm not wholly convinced that the merchandise hung from the letters works particularly well, but it is that kind of casual brand and therefore perhaps this is perfectly right? Anyway, do go and have a look at what they are doing, they're young and fun and clearly know their market.

Liu Jo, Rome

Apparently this brand are taking Europe by storm. Liu Jo, the Italian women's wear brand is new to me, but after a cursory look around the Internet it seems they are quite a well known brand everywhere else in Europe. (I must step off the island of UK more often). It was exciting to see this store along the Via Del Corso here in Rome the other evening, although it was incredibly busy late into the evening. These are not particularly large windows spaces and the presentation does work very well close up. It is only when stand back a little from the space that we see, that perhaps a little more attention to detail would have made these simple windows, superb. I do, however like the use of the vinyl applied to the fenestration and the the backdrop in between which the figures in a Matt White finish are placed.

Levis, Rome

While flaneuring along the Via Del Corso here in Rome, I happened up this Levis store. I'm not normally a fan of this brand particularly as they do seem to present their schemes out of a catalogue, although I must say I was quite impressed with this store. Levis have used these enormous wooden cable drums where normally a large industrial cable would have been wrapped, they have replaced it with checked ribbon - interesting contradiction here. The drums are also used as as fixtures from which to hang their merchandise and plinths on which to place their mannequins. The figures themselves have been sprayed in a Matt Black finish. Their strap line 'Check me Out' has also been stenciled on the drums and applied to the main windows in vinyl. I think this store is worth 'checking' out (no pun intended) as it is refreshing to see such a large brand be this innovative.

Versace, Rome

After a long show week and publishing what is happening in the London Retail VM and Display show this week, I know a lot of you, from my messages, are chomping at the bit to find out what is happening in Rome and beyond right now. Where do I look for inspiration Jonathan, I hear you ask? OK, give me a chance here readers. This is first installment of the current Rome window schemes and commercial interiors. I have flaneured the streets of Italy for you and have included these images of Versace as the starting point. Of course, one would expect the home of Versace to house the epitome of this brand and here, just off Via Condotti, Rome, is this lavish site. Beautiful mosaic floors and incredible merchandise fill this store - it is simply such a luxurious experience even to be inside. Of course, one would expect the latest colours and fabrics from this brand although I am more interested in the presentation of the product itself and the environment in which it is housed. Black high gloss figures communicate Versace's intentions in conjunction with glass and chrome fixtures. This really is such a beautiful site and one that I would certainly recommend you see, even if you just peak around the fabulous doors.

Rome Store windows

Further along Via Condotti in Rome I happened to come across these stores - Stuart Weitzman (above) and Vicmatie (below). The Stuart Weitzman store reminds me a little of Frank Gehry's Issey Miyake store on Hudson in New York. Of course the Miyake store is rather more sophisticated than this one although while teaching my students about fashion trends recently, I thought that this was such a great example of how Commercial spaces as in Fashion are possibly translated from the designer stores (albeit on the high street) to the more commercial ventures? What I cant say of course is that there is a direct link between the two stores in relation to their design and that one was in fact influenced by the other, however it is interesting how closely the designs are linked.

The Vicmatie store had an interesting concept based on the repetition of a photographic image. I thought that this concept needs to be a much bigger statement. Perhaps the use of a backdrop of some kind would have created a much stronger context and varying the size of the repeated photographs beyond those in vinyl on the glass - which incidentally I think works very well.

Rome store windows

Rome is not very well known for its store windows, however, of course the designer brands always come up with the 'goods'. While walking along Via Condotti - the Bond Street and the 5th Avenue equivalent in Rome I came across these windows. The top image is from Gucci who have used a three dimensional stage set perspective view that is developed from and reflected in their merchandise and close by Moschino created these three dimensional animal shaped forms using an origami technique.

Developing a more informed creative process

Creativity is a very personal quality and naturally differs in each of us. The creative talent of the individuals working within retail organisations can help to drive them [the organisations] creatively forward and indeed forward creatively. There are of course many ways we can adopt creative processes that may include Brainstorming exercises, Lateral thinking, random word association, journey techniques etc. and each retailer will no doubt have adopted its own working methods. This may also include the perhaps unhealthier and far less creative approach of the ‘silo’ method, i.e. working in isolation of anyone and anything else.
We may all feel that other retailers and especially design teams are more creative than us, but perhaps this is a good indication of the differing approaches to being creative and how this may or may not be encouraged or supported within our own commercial organisations? I do believe we all have the capability to be creative whether this is nurture or nature of course there are an awful lot of theories ‘out there’ debating this. What influences creativity is something that I am particularly interested in and how creative processes can be developed that will inform the future of design, therefore providing a ‘better’ creative output whether on the High Street, in store, or within the out of town mega-monolithic contemporary retail emporiums perpetually under construction.
Perhaps the first stage that needs to be addressed is to identify where the problems are. This needs to be clear otherwise the strategy will be confusing. Secondly, investigation of initial ideas and concepts needs to take place perhaps through brainstorming and including all of the Design team.
One of the techniques that I use is a journey technique. On a recent trip to Rome with my students I issued some of them with a disposable camera. They had to resist the temptation of taking photographs of each other and focus more on abstract images found on their journey. I initially took them from Termini station (the main station in Rome) walking them to the Coliseum. Leaving them at the Coliseum they handed over all of their maps and I asked them to begin to navigate their way through the city back to the hotel situated near to Termini station following signs and anything that they remembered that was of significance on their walk from the main station. I also gave the group a list of words which included energy, flexible, focus, texture, signage, graphics, metamorphosis, space, identity etc. to keep in their minds while they recorded their images.
The quality of the images were by no means not perfect, however this was not important, the ideas and what they were recording was far more pertinent and potent. The below illustrates just two of the groups’ journeys recorded in no more than thirty exposures, some had less.

The third stage is idea and concept development. How can this be done? Essentially what the students had produced were a series of what I call cognitive maps, however they were acquiring knowledge without realising what they were doing or why they were doing it. From a Design perspective what this exercise did achieve was the creation of a visual diary that encouraged the students to look at the vast resources around and available to them and encouraging them to investigate primary resources rather than relying on Internet search engines or other secondary resources such as magazines that they were later able to draw on as inspiration for future projects and therefore designing far more informed solutions to Design problems.
The work environment of course needs to be considerate of the importance of this process. An uninspiring, aggressive environment can only illustrate its effects with lower productivity (whether creative or not) both physically and mentally. Improved creative output within the Design departments with the adoption of creative processes will benefit whole teams but do need to be adopted and used frequently to ensure that they are at the forefront of our minds when a problem needs to be solved. Retailers ultimately of course will have to decide whether they employ naturally creative employees or look to develop existing employees and utilising the creative processes available to them. Finally, I do sincerely believe that encouraging and supporting environments which have more people with more ideas who are able to express these is surely integral to greater innovation within Design, and an energetic and far more successful retailer with satisfied customers?