Panel Q&A

The best customer experience is not letting the customer down. VM is not just glitz but makes shopping simple. Experience can happen online so it’s not the solution for the high street alone. Must be an authentic experience. Customise experience to what your customer wants and not just copy experiences from other brands. Customer service is the main experience. Everything is connected. Display has always been innovative. Interactive displays are not so successful as people want to be passive and do not consider people driving by or being further away. Metaverse will need the same skills. Link brand to the consumer in 2 or 3D. “Edutainment” = education + entertainment. VM is synonymous with change. Stay curious and informed.

Interior Makeover Programmes: Visual Merchandising Strategies Behind the Camera - Dr. Neville Knott

Where VM can expand into. How designers use VM techniques to capture an audience, anywhere, on and offline. On film or video, visual markers are used in staged imagery. Create enviable lifestyles with the use of furniture and interior decoration with the techniques of colour, proportion, and style. Use reflective materials to make a space look larger and redirect light. Other VM methods are used such as vertical and horizontal lines, contrast and framing to transform a space. Displays are realistic so customers can relate to them. Seduce an audience with the impact of visual content. VM and interior design use controlled displays that follow technical not realistic and idealised ways of living.

How to build a summer pop-up store in 15 days! - Pilar Escolano

Pilar Escolano has worked as Head of Visual Merchandising for Promod, Cortefiel, Springfield, Vitra and Gocco. Pilar also teaches for universities such as ESIC, ELLE Education, Madrid and Andalusia Chambers of Commerce, and fashion school IED.

The key to being able to turn something around quickly is through retro planning and a familiar team you are used to working with. Analog of shopping is more important now as we want to experience it. AI is important to harness the creative mind will never go away. Materials and materiality feeling of things. Where do we belong in it? It will not take over jobs but could provide another facet to our role. Will affect students’ careers so must be included in the