Visual Communications Trend Journal

V/M

trend journal

JONI TAI / FASM 440

contents.

1.

2.

3.

4.

nouveau nautical.

SELFRIDGES X STRENGTH. soft pop. comme moi, shanghai.

5.

6.

7.

8.

etq, amsterdam.

paco rabanne, paris. erdem, london. kenzo, milan.

NOUVEAU

NAUTICAL.

[ ONE ]

Nouveau, or new, nautical is the updated version of the nautical trend. Contemporary displays are paired with blue tones that are reminiscent of nautical themes. Nouveau Nautical strips away the typical nautical designs and aspects and incorporates contemporary and minimal materials and architecture.

Abstract patterns and prints of waves and water play into the nautical theme while still being low-key. A rich palette of deep blues, whites, and slate grays give off a sophisticated edge. Colors of light driftwood and raw materials help soften up the contemporary approach on nautical. Nouveau Nautical is every minimalist’s dream when it comes to a fresh take on a existing trend.

lighting.

props + fixtures.

print + texture.

SELFRIDGES X

STRENGTH.

[ TWO ]

Selfridges designed their windows based on the idea of strength and movement. The windows were part of a multi-channel campaign that included a short film by Kathryn Ferguson, the film director at Selfridges. The movement and dynamic of the mannequins creates an engaging and interactive window. The use of prop materials enhance the idea of strength while still showing the garments. The mannequins are full of energy and tension which is truly amazing for inanimate objects. These windows are one of the many examples where lack of color is shown to be just as dramatic and powerful.

soft

pop.

[ THREE ]

It’s not pastels and it’s not neons, it’s Soft Pop. Soft Pop is the perfect marriage between the soft, muted pastel tones and the bright, energetic neon tones. It’s fun, feminine, and sophisticated and creates a warm and inviting space. The soft colors add just enough excitement while still being subdued. Hard edges and texture in materials compliment and balance with the soft tones. The endless combinations of pinks, oranges, blues, greens, and yellows all work well with each other while still creating juxtaposition. Iridescent materials catch light and reflect off the color palette of Soft Pop. The props give off a kitsch vibe but still manage to exude contemporary style. Soft Pop is a balance between color and lighting, both of which are key components in store design.

lighting.

props + fixtures.

print + texture.

comme moi,

SHANGHAI.

[ FOUR ]

With Shanghai’s growing number of young, fashion-conscious buyers, Chinese supermodel Lu Yan chose to stay close to home when designing her flagship store for brand Comme Moi. She commissioned designers Neri & Hu to help bring a modern luxe environment to the growing customer base. The soft industrial feel of the space exude rustic, modern luxe. The concrete walls with the brass detailing are softened by the garments as well as the lighting, between the neon sign and chandeliers.

Despite the concrete walls, the space still manages to have an open feel with the help of floor length mirrors, open shelving units, and caged seating which help reduce a sense of weight in the area.

etq

AMSTERDAM.

[ FIVE ]

ETQ’s recently opened flagship store in Amsterdam shows how minimalism and negative space reflect luxury. The use of repetition of sneakers along the wall give off a visually pleasing vibe, while still looking clean and cut. The achromatic color scheme with the use of white fixtures and furniture give off that minimalist feel without feeling too stark. As Jos Van Dijk states, “ETQ is about essentialism. Think simplicity, timelessness and quality. To get that brand message across implies a pure and clean interior that relies heavily on real materials like concrete and steel. It’s a brand story told with as little words as possible” (Wallpaper).

PACO RABANNE PARIS.

[ SIX ]

Paco Rabanne opened its first store in over a decade and it definitely did not disappoint. Located on Paris’ Rue Cambon, it provides a touch of elegance with a touch of minimalism. The perforated, steel walls allow light to flow in an interesting manner. The walls also bring a touch of industrialism while still keeping minimal and light because of the airy feel it gives off. The clean displays help the products stand out and overall the space exudes luxury. The floor is crafted from natural cowhide which is not only a nice contrast from the industrial fixtures, but it reflects a luxurious environment that is a good representation of the brand itself.

erdem

LONDON.

[ SEVEN ]

Erdem’s first London location creates quite an impact both with the architecture of the space as well as the interior. Originally a bank, Erdem sets its store at a corner location with large windows on either side that bring in natural light. The use of green accents in the furniture and plants help play off with the pops of color in the clothing. The rest of the space is kept minimal, allowing the clothing to stand out.

This store is a perfect example of how color can be used in a subtle way but still be impactful. The original staircase was a lot smaller and was replaced to open up the space and give it some life as well as reflect the brand in an architectural way.

KENZO

MILAN.

[ EIGHT ]

Kenzo’s new Milan store expresses Kenzo as a brand right off the bat from the visual display in the window. The giant hand forking a plate of green spaghetti is a humorous take at Milan’s food culture.

Not only that, but it is very reminiscent of the brand itself, while still managing to look sophisticated.

The calculated placement of the bright accessories help the eye travel throughout the rest of the minimal space. While the rest of the interior is not as playful as the hand that sits in the window, the furry seat cushion as well as the colorful orange and pink accessories highlight playfulness amongst the minimal and stark environment.

SOURCES. WGSN.COM PINTEREST.COM WALLPAPER.COM WGSNCOLOURARCHIVE.TUMBLR.COM