Merchandising Guidelines 2010
5 7 image guidelines
Project Objectives In- Store Implementation In-Store Concept In-Store Execution
Image File Guidelines
9
Lightbox In-Store Animations
21
in-store elements
In- Store Elements Shelf Counter Outpost
In-Store Animations
in-store ANIMATIONS
Window
29
Shelf Counter Outpost
Other Decorations
Technical Information In-Store Golden Rules
84 99
3
IN-STORE GolDEN RULES
TECHNICAL INFORMATION
Window
image guidelines
L'Eau AmbrĂŠe is a new addition to the Prada Classic range, which combines an intricate and fresh approach to the balance of heritage Amber notes.
in-store elements
Project Objectives The objective at point of sale is to reinforce the position of Prada Parfums in the feminine offer by launching a pure vision of Amber supported by a strong concept.
The bases of the launch are to gain presence at the point of sale and to transmit the values
5
IN-STORE GolDEN RULES
TECHNICAL INFORMATION
of the brand with purity and exclusivity.
in-store ANIMATIONS
With this new launch the whole Amber family will be strengthened.
image guidelines
In-Store Implementation In-Store Concept The aim of the In-Store concept is to emphasise the beauty of the visual, and to glorify the sensation of a work of art, inspired by a 'bas-relief'.
The shape of the gold mirror reflects the light, creates a surprise and one unconsciously senses the intensity of gold light. The mirror gives the impression of a play between women, products and lighting atmospheres.
in-store elements
The photography work conveys the desire to prolong the visual and to create a kind of echo.
This classic style combined with an avant-garde note, conveys the most authentic Prada
in-store ANIMATIONS
values and thus create an environment at the point of sale, full of emotion and beauty.
In-Store Execution Ensure excellence at the point of sale by creating distinguished atmospheres. Take advantage of the beauty of the visual to persuade our final consumer,
We need to ensure that POS installations have a high quality execution. The International Merchandising Guidelines must be strictly followed. Any local initiaves must be EXCELENT and all implementations must build the quality
TECHNICAL INFORMATION
creating unique Outpost Animations.
7
IN-STORE GolDEN RULES
of the Brand, paying extreme attention to detail and luxury.
image guidelines
lightbox pos animations
lightbox
The L’Eau Ambrée advert captures Prada muses playfully and seductively spraying the fragrance on to one another. The campaign image for 'L'Eau Ambrée, photographed by Steven Meisel, is a modern interpretation of ancient bas-reliefs, echoing elements of Prada’s spring/summer 2009 campaign.
9
in-store ANIMATIONs
in-store elements
pos animations
image guidelines
In-Store Animations
TECHNICAL INFORMATION
Lightbox
IN-STORE GLODEN RULES
Image File Guidelines
image guidelines
main visual / lightbox
lightbox in-store animations
Main Visual
Main Visual
Vertical
Horizontal
Order all visuals from the Image Library.
10
Main Visual
Main Visual
Square
Super Vertical
Super Horizontal
Order all visuals from the Image Library.
11
IN-STORE GLODEN RULES
Main Visual
TECHNICAL INFORMATION
in-store ANIMATIONs
in-store elements
image guidelines
lightbox in-store animations
image guidelines
Main Visual Middle East / Lightbox
lightbox in-store animations
Main Visual
Main Visual
Vertical
Horizontal
Order all visuals from the Image Library.
12
Main Visual
Main Visual
Square
Super Vertical
Super Horizontal
Order all visuals from the Image Library.
13
IN-STORE GLODEN RULES
Main Visual
TECHNICAL INFORMATION
in-store ANIMATIONs
in-store elements
image guidelines
lightbox in-store animations
Main Visual / in-store Animations
image guidelines
This special crop must be used only for the Outpost and Window Animation proposal, where we can play with the mirror-effect sides. You will need to attach a draft of the proposal when ordering the image in order to verify the correct visual crop. Keep in mind that this procedure will take more time than usual. lightbox in-store animations
Special Visual
Special Visual
Vertical
Horizontal
Order all visuals from the Image Library.
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Main Visual Middle East / in-store Animations
a picture or draft of the proposal when ordering the image in order to verify the correct visual crop. Keep in mind that this procedure will take more time than usual. lightbox
Special Visual
Vertical
Horizontal
Order all visuals from the Image Library.
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IN-STORE GLODEN RULES
Special Visual
TECHNICAL INFORMATION
in-store ANIMATIONs
in-store elements
in-store animations
image guidelines
This special crop must be used only for the Outpost and Window Animation proposals, where we can play with the mirror-effect sides. You will need to attach
image guidelines
Packshot Visual
lightbox in-store animations
Packshot Visual
Packshot Visual
Vertical
Horizontal
Order all visuals from the Image Library.
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Packshot Visual
Packshot Visual
Square
Super Vertical
Super Horizontal
Order all visuals from the Image Library.
17
IN-STORE GLODEN RULES
Packshot Visual
TECHNICAL INFORMATION
in-store ANIMATIONs
in-store elements
image guidelines
lightbox in-store animations
Window
in-store ELEMENTS
Outpost
in-store ANIMATIONS
Counter
The Point of Sale Elements emphasise the play between women, products and lighting atmospheres. The shape of the gold mirror reflects the light, creating a surprise and a kind of echo.
TECHNICAL INFORMATION
Shelf
IN-STORE GolDEN RULES
In-Store Elements
in-store elements
shelf counter outpost window
Shelf Animation
Shelf Tester Stand
Ref. 65036869 310 mm x 190 mm x 110 mm Material: Metal (4 elements) (Shelf Tester Stand and Boxes not included)
Ref. 65036838 185 mm x 190 mm x 84 mm Material: Metal and Plexiglass (Tester not included)
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outpost
Ref. 65036883 360 mm x 50 mm x 180 mm Material: Metal and Plexiglass (Dummies not included)
Ref. 65036880 430 mm x 318 mm x 135 mm Material: Metal and Plexiglass
21
IN-STORE GLODEN RULES
Showcase Decoration
Counter Tester Stand
TECHNICAL INFORMATION
in-store ANIMATIONs
window
in-store elements
shelf counter
in-store elements
shelf counter outpost window
Set of Dummies Ref. 65036923 80ml / 80ml Deluxe / 2 units 80ml packaging 50ml / 1 50ml packaging Material: Metal and Plexiglass
Deluxe Dummy
Giant Dummy
Ref. 65036896 80ml Material: Metal and Plexiglass
Ref. 65036867 155mm x 293mm x 300mm Material: Metal and Plexiglass
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outpost
Merchandiser Outpost
Ref. 65036884 430 mm x 850 mm x 230 mm Material: Metal
Ref. 65036885 430 mm x 1413 mm x 292 mm Material: Metal and Plexiglass
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IN-STORE GLODEN RULES
Podium
TECHNICAL INFORMATION
in-store ANIMATIONs
window
in-store elements
shelf counter
in-store elements
shelf outpost window other
Banner Outpost
Window Display + Dummies
Ref. 65036839 500 mm x 1500 mm x 50 mm Material: Cardboard and Metal
Ref. 65036862 1200 mm x 760 mm x 365 mm Material: Metal and Plexiglass
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outpost
Banner Window
Ref. 65036864 950 mm x 890 mm x 120 mm Material: Cardboard
Ref. 65036866 500 mm x 890 mm x 120 mm Material: Cardboard
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IN-STORE GLODEN RULES
Window Showcard
TECHNICAL INFORMATION
in-store ANIMATIONs
window
in-store elements
shelf counter
point of salE ANIMATION
In-Store Animations Window
Other Decorations
in-store ANIMATIONS
Outpost
TECHNICAL INFORMATION
Counter
Create attractive Outpost and Window Animations to build a unique shopping experience at the point of sale to engage the shopper with an authentic and emotional Prada story.
IN-STORE GolDEN RULES
Shelf
SHELF
in-store ANIMATIONs
shelf counter outpost window other decorations
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Product Shelf Layout Guidelines
1 Do not mix universes. 2 Always display Shelf Tester stand and Testers, in the centre of the shelf and align them all vertically.
They are key to selling the fragrance.
3 Products should be displayed from left to right, starting with fragrances to ancillaries.
Split the shelf between 80% fragrances and 20% ancillaries.
outpost window
TECHNICAL INFORMATION
other decorations
in-store ANIMATIONs
shelf counter
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IN-STORE GLODEN RULES
Follow the interactive product shelf layout programme to display the shelves correctly when the launch period is over.
shelf animation guidelines
The objective of the Shelf Animation is to dress the shelf with the Main Visual. Each animation shelf has 4 elements and can cover a 50 cm or a 90 cm Shelf, depending on the elements used.
200 cm
110 cm
in-store ANIMATIONs
shelf counter outpost window other decorations
90 cm version with 4 elements
50 cm version with 2 elements
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Use of Shelf Animation
Display the Shelf Animation at eye level. On other shelves, just display the Shelf Tester Stand. Don't use sleevers.
Use of Sleevers
shelf counter outpost window other decorations
2 sleevers
2 sleevers
2 sleevers
NOTE: Never display Shelf Animation and Sleevers together.
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IN-STORE GLODEN RULES
TECHNICAL INFORMATION
2 sleevers
in-store ANIMATIONs
Display 2 Sleevers in a balanced way on each shelf. Follow the diagram.
backwall woman 80cm / launch period
2 shelves
4 shelves
in-store ANIMATIONs
shelf counter outpost window other decorations
3 shelves
NOTE: If your country has Prada Tendre in stock it should be displayed together with Classics.
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backwall woman 80cm / launch period
5 shelves
6 shelves
outpost window
NOTE: If your country has Prada Tendre in stock it should be displayed together with Classics.
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IN-STORE GLODEN RULES
TECHNICAL INFORMATION
other decorations
in-store ANIMATIONs
shelf counter
backwall mix 80cm / launch period
2 shelves
4 shelves
in-store ANIMATIONs
shelf counter outpost window other decorations
3 shelves
NOTE: The Prada Man packaging is not the final design. If your country has Prada Tendre in stock it should be displayed together with Classics.
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backwall mix 80cm / launch period
5 shelves
6 shelves
outpost window
NOTE: The Prada Man packaging is not the final design. If your country has Prada Tendre in stock it should be displayed together with Classics.
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IN-STORE GLODEN RULES
TECHNICAL INFORMATION
other decorations
in-store ANIMATIONs
shelf counter
COUNTER
in-store ANIMATIONs
shelf counter outpost window other decorations
3
3 2
2
outpost window other decorations
1
in-store ANIMATIONs
shelf counter
Counter Personalised 1 Counter Tester Stand / Ref. 65036880 2 Showcase Decoration / Ref. 65036883 3 Corporate Counter Tester Stand /
IMPORTANT: L'Eau Ambree Visuals must be the main focus on lightboxes.
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IN-STORE GLODEN RULES
TECHNICAL INFORMATION
Showcase Detail
2
1
3
4
A
in-store ANIMATIONs
shelf counter outpost window oother decorations
Counter 1 Semi Personalised 1 2 3 4
Corporate Counter Tester Stand Counter Tester Stand / Ref. 65036880 Showcase Decoration / Ref. 65036883 Shelf Animation / Ref. 65036869
Locally Built A Black Base Refer to the Technical Information chapter
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2
3
1
A
window other decorations
Counter 2 Semi Personalised Locally Built
1 Counter Tester Stand / Ref. 65036880 2 Corporate Counter Tester Stand 3 Showcase Decoration / Ref. 65036883
A Base
TECHNICAL INFORMATION
outpost
in-store ANIMATIONs
shelf counter
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IN-STORE GLODEN RULES
Refer to the Technical Information chapter
OUTPOST
in-store ANIMATION
shelf counter outpost window other decorations
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outpost animation GUIDELINES
1 The flooring is key to delimit the space dedicated to the Brand Animation correctly. 2 Install a backwall with visual to play with the mirror echoing. 3 Ensure that testers are available in all Outpost Animations and that they are close to the product stock.
outpost window
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IN-STORE GLODEN RULES
TECHNICAL INFORMATION
other decorations
in-store ANIMATIONs
shelf counter
3
4
selling area 1
1
2
2
in-store ANIMATIONs
shelf counter outpost
A
window
A
other decorations
1 x 1 outpost 1 2 3 4
Counter Tester Stand / Ref. 65036880 Podium / Ref. 65036884 Merchandiser Outpost / Ref. 65036885 Banner Outpost / Ref. 65036839
Locally Built A Flooring Refer to the Technical Information chapter
IMPORTANT: Any promotional Outpost Animation should be placed close to the selling area of the Brand.
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promotional area
4 3
selling area 1
2 x 1 outpost 1 2 3 4
Counter Tester Stand / Ref. 65036880 Podium / Ref. 65036884 Merchandiser Outpost / Ref. 65036885 Banner Outpost / Ref. 65036839
Locally Built A Flooring
window other decorations
Refer to the Technical Information chapter.
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IN-STORE GLODEN RULES
A
Top view
2
TECHNICAL INFORMATION
outpost
in-store ANIMATIONs
shelf counter
B
selling area 1
in-store ANIMATIONs
shelf counter outpost
Top view
window other decorations
A
Locally Built
2 X 1 outpost WITH BACKWALL
A Flooring B Backwall
1 Merchandiser Outpost / Ref. 65036885
Refer to the Technical Information chapter
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B
promotional area
1
shelf counter outpost
Top view
window other decorations
in-store point of salE ANIMATION ANIMATIONs
2
Locally Built
2 X 1 outpost WITH BACKWALL
A Flooring B Backwall
1 Counter Tester Stand / Ref. 65036880 2 Podium / Ref. 65036884
TECHNICAL INFORMATION
A
Any promotional Outpost Animation should be placed close to the selling area of the Brand.
45
IN-STORE GLODEN RULES
Refer to the Technical Information chapter
B
3
1
2
in-store ANIMATIONs
shelf counter outpost
Top view
window other decorations
A
2 x 2 outpost
Locally Built
1 Counter Tester Stand / Ref. 65036880 2 Podium / Ref. 65036884 3 Merchandiser Outpost / Ref. 65036885
A Flooring B Backwall Refer to the Technical Information chapter
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B
1
A
Locally Built
3 x 2 outpost
A Flooring B Backwall
1 Merchandiser Outpost / Ref. 65036885
Refer to the Technical Information chapter
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TECHNICAL INFORMATION
window other decorations
IN-STORE GLODEN RULES
outpost
Top view
in-store ANIMATIONs
shelf counter
FRONT VIEW
B
1
3
2
in-store ANIMATIONs
shelf counter outpost window other decorations
Top view
A
3 x 3 outpost
Locally Built
1 Merchandiser Outpost / Ref. 65036885 2 Podium / Ref. 65036884 3 Counter Tester Stand / Ref. 65036880
A Flooring B Backwall Refer to the Technical Information chapter
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BACK VIEW 2
BACK VIEW 1
B
B 1
1
1
3
4
2
window
A
A
3 x 3 outpost Locally Built
Merchandiser Outpost / Ref. 65036885 Podium / Ref. 65036884 Counter Tester Stand / Ref. 65036880 Shelf Tester Stand / Ref. 65036838
A Flooring B Backwall Refer to the Technical Information chapter
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IN-STORE GLODEN RULES
1 2 3 4
other decorations
TECHNICAL INFORMATION
outpost
in-store ANIMATIONs
shelf counter
front VIEW
C
C
B
4
1
2
in-store ANIMATIONs
shelf counter outpost
A
3
window other decorations
4 x 4 outpost 1 2 3 4
Locally Built A Flooring B Backwall C Plasma screen
Counter Tester Stand / Ref. 65036880 Podium / Ref. 65036884 Merchandiser Outpost / Ref. 65036885 Set of Dummies / Ref. 65036923
Refer to the Technical Information chapter
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BACK VIEW B
4
A
Top view
outpost window other decorations
Locally Built
4 x 4 outpost
A Flooring B Backwall
4 Giant Dummy / Ref. 65036867
C Golden Prada L'Eau Ambrée logotype
TECHNICAL TECHNICAL INFORMATION INFORMATION
C
in-store ANIMATIONs
shelf counter
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IN STORE IN-STORE GLODEN RULES GLODEN RULES
Refer to the Technical Information chapter
front VIEW B
1
2
in-store ANIMATIONs
shelf counter outpost window other decorations
A
Top view
3
circle space
Locally Built
1 Counter Tester Stand / Ref. 65036880 2 Podium / Ref. 65036884 3 Merchandiser Outpost / Ref. 65036885
A Flooring B Backwall Refer to the Technical Information chapter
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side view B
1 2
outpost window other decorations
circle space
Locally Built
1 Counter Tester Stand / Ref. 65036880 2 Podium / Ref. 65036884 3 Merchandiser Outpost / Ref. 65036885
A Flooring B Backwall
TECHNICAL INFORMATION
Top view
3
A
in-store ANIMATIONs
shelf counter
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IN-STORE GLODEN RULES
Refer to the Technical Information chapter
in-store ANIMATIONs
shelf counter outpost window other decorations
special podium
NOTE: This is a special Outpost Animation which can be implemented in key retailers.
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outpost window
TECHNICAL INFORMATION
other decorations
in-store ANIMATIONs
shelf counter
NOTE: This is a special Outpost Animation which can be implemented in key retailers.
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IN-STORE GLODEN RULES
special podium
WINDOW
in-store ANIMATIONs
shelf counter outpost window other decorations
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window ANIMATION GUIDELINES
In order to create successful Windows you will need to take into consideration the following during their installation:
1 The flooring is key to delimit the L'Eau AmbrĂŠe implementations, particularly in wholesale distribution. 2 Put a Backwall in place to delimit the dedicated space. This will emphasise the beauty of the visual, the aim of the In-Store concept. 3 Ensure the lighting is correct to highlight all Point of Sale elements.
outpost window
57
IN-STORE GLODEN RULES
TECHNICAL INFORMATION
other decorations
in-store ANIMATIONs
shelf counter
C
B
1 A
in-store ANIMATIONs
shelf counter outpost window other decorations
Locally Built A Flooring B Backwall C Mirror Side
window 2 x 1 / high 1 Window Display with Dummies / Ref. 65036862
Refer to the Technical Information chapter
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C
B
1
A 2
window other decorations
Locally Built A Flooring B Backwall C Mirror Side
window 3 x 1 / high 1 Window Display with Dummies / Ref. 65036862 2 Showcase Decoration / Ref. 65036883
TECHNICAL INFORMATION
outpost
in-store ANIMATIONs
shelf counter
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IN-STORE GLODEN RULES
Refer to the Technical Information chapter
C C
B
1 2 A
in-store ANIMATIONs
shelf counter outpost window other decorations
Locally Built A Flooring B Backwall C Mirror Sides
window 4 x 1 / high 1 Window Display with Dummies / Ref. 65036862 2 Showcase Decoration / Ref. 65036883
Refer to the Technical Information chapter
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C C
B
1 2 A D
outpost window other decorations
in-store ANIMATIONs
shelf counter
window 7 x 1 / high 1 Window Display with Dummies / Ref. 65036862 2 Giant Dummy / Ref. 65036867
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IN-STORE GLODEN RULES
A Flooring B Backwall C Mirror Sides D Giant Dummy Platform Refer to the Technical Information chapter
TECHNICAL INFORMATION
Locally Built
C
B
2 1
D
in-store ANIMATIONs
shelf counter
A
outpost window other decorations
Locally Built A B C D
window 2 x 1 / low 1 Podium / Ref. 65036884 2 Giant Dummy / Ref. 65036867
Flooring Backwall Mirror Side Golden Prada l'Eau AmbrĂŠe logotype
Refer to the Technical Information chapter
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C
B
2 1
D shelf counter outpost window other decorations
in-store ANIMATIONs
A
A B C D
window 3 x 1 / low 1 Podium / Ref. 65036884 2 Giant Dummy / Ref. 65036867
Flooring Backwall Mirror Side Golden Prada l'Eau AmbrĂŠe logotype
TECHNICAL INFORMATION
Locally Built
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IN-STORE GLODEN RULES
Refer to the Technical Information chapter
E
C
C
B
2 1
D
in-store ANIMATIONs
shelf
A
counter outpost window other decorations
Locally Built A B C D E
window 4 x 1 / low 1 Podium / Ref. 65036884 2 Giant Dummy / Ref. 65036867
Flooring Backwall Mirror Side Golden Prada l'Eau AmbrĂŠe logotype Wall with plasma screen
Refer to the Technical Information chapter
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C C
B
2 1
A
shelf counter outpost window other decorations
in-store ANIMATIONs
D
A B C D E
window 7 x 1 / low 1 Podium / Ref. 65036884 2 Giant Dummy / Ref. 65036867
Flooring Backwall Mirror Side Golden Prada l'Eau AmbrĂŠe logotype Wall with plasma screens
TECHNICAL INFORMATION
Locally Built
Refer to the Technical Information chapter
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IN-STORE GLODEN RULES
E
C E
D
C
B
2 1
A
in-store ANIMATIONs
shelf counter outpost window other decorations
Locally Built A B C D E
window 7 x 1 / deluxe 1 Podium / Ref. 65036884 2 Giant Dummy / Ref. 65036867
Flooring Backwall Mirror sides Golden Prada l'Eau AmbrĂŠe logotype Wall with plasma screen
Refer to the Technical Information chapter
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outpost window
TECHNICAL INFORMATION
other decorations
in-store ANIMATIONs
shelf counter
67
IN-STORE GLODEN RULES
special window configuration
OTHER decorationS
in-store ANIMATIONs
shelf counter outpost window other decorations
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1
2 B
A
window other decorations
Locally Built
personalised gondola
A Base B Shelves
1 Counter Tester Stand / Ref. 65036880 2 Shelf Tester Stand / Ref. 65036838
TECHNICAL INFORMATION
outpost
in-store ANIMATIONs
shelf counter
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IN-STORE GLODEN RULES
Refer to the Technical Information chapter
1
B
C 2
A in-store ANIMATIONs
shelf counter outpost window other decorations
Locally Built A Base B Background C Shelves
personalised gondola 1 Counter Tester Stand / Ref. 65036880 2 Shelf Tester Stand / Ref. 65036838
Refer to the Technical Information chapter
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1
B
C
shelf counter outpost window other decorations
in-store point of salE ANIMATION ANIMATIONs
A
A Base B Background C Shelves
personalised gondola
TECHNICAL INFORMATION
Locally Built
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IN-STORE IN STORE GLODEN RULES
Refer to the Technical Information chapter
1 Counter Tester Stand / Ref. 65036880
front VIEW
back VIEW
D
C
1 B
A
in-store ANIMATIONs
shelf counter outpost window other decorations
Locally Built A Base B Shelves C Wall with plasma screen D Visual Refer to the Technical Information chapter
personalised gondola 1 Shelf Tester Stand / Ref. 65036838
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1
D
C
B
B
2
A
A
shelf counter outpost window other decorations
in-store ANIMATIONs
2
A B C D
personalised gondola 1 Counter Tester Stand / Ref. 65036880 2 Shelf Tester Stand / Ref. 65036838
Base Shelves Background Visual
TECHNICAL INFORMATION
Locally Built
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IN-STORE GLODEN RULES
Refer to the Technical Information chapter
front VIEW
back VIEW
B
C
1
A in-store ANIMATIONs
shelf counter outpost window other decorations
Locally Built A Column B Shelves C Visual
personalised column 1 Shelf Tester Stand / Ref. 65036838
Refer to the Technical Information chapter
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1 2
1 C
C
1
B
B
A shelf counter outpost window other decorations
in-store ANIMATIONs
A
A Base B Shelves C Visual
personalised gondola 1 Shelf Tester Stand / Ref. 65036838 2 Giant Dummy / Ref. 65036867
TECHNICAL INFORMATION
Locally Built
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IN-STORE GLODEN RULES
Refer to the Technical Information chapter
D
1 C
B
in-store ANIMATIONs
shelf counter outpost window other decorations
Locally Built A Shelves B Visual C Canopy with Logotype
fully personalised column 1 Shelf Tester Stand / Ref. 65036838
Refer to the Technical Information chapter
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ANTI ROBBERY SHOP ENTRANCE Cover the anti-robbery entrance with a big sleever to hide the original structure using the L’Eau Ambrée vertical visual on both sides. The joins must be covered in white.
77
TECHNICAL INFORMATION
window other decorations
IN-STORE GLODEN RULES
outpost
in-store ANIMATIONs
shelf counter
in-store ANIMATIONs
shelf counter outpost window other decorations
CLOSEd CORRIDOR Decorate Columns and Corridors following L'Eau AmbrĂŠe colour and material codes. Try to make the most of the TV Spot, installing plasma screens, whenever possible. Please contact the International In-store Marketing Department to request special layouts.
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outpost window
TECHNICAL INFORMATION
other decorations
in-store ANIMATIONs
shelf counter
engraving event
79
IN-STORE GLODEN RULES
To decorate other complementary spaces such as an engraving event, please refer to the technical information chapter.
in-store ANIMATIONs
shelf counter outpost window other decorations
OTHER DECORATION Please contact the International In-Store Marketing Department to request special layouts and Visual crops.
80
outpost window
TECHNICAL INFORMATION
other decorations
in-store ANIMATIONs
shelf counter
OTHER DECORATION
81
IN-STORE GLODEN RULES
Please contact the International In-Store Marketing Department to request special layouts and Visual crops.
TECHNICAL INFORMATION
IN-STORE GolDEN RULES
TECHNICAL INFORMATION
Technical Information
TECHNICAL INFORMATION
Lightbox Criteria
For Corporate Stands with several lightboxes, we will give total priority to L’Eau Ambrée Visuals
84
Lightbox Criteria
Infusion Universe
For Corporate Stands with several fixtures, split Classics and Infusions independently, using lightboxes to reinforce the 2 universes.
85
IN-STORE GLODEN RULES
TECHNICAL INFORMATION
Classic Universe
In-store Animations
C
A
TECHNICAL INFORMATION
B
Counter details A Bright painted base. RAL 9010, HR NCS S 0603 G80Y or Pantone 9064C (Pastel Pantone Guide) B Bright black Prada logotype. Order it from Image Library C Matt black cover
86
In-store Animations
FRONT view
BACK view
A
B
B
A B C D
L’Eau Ambrée visual with bright golden logotype. Order it from Image Library Silver real mirror or Mirrorlite Glassless Mirror L’Eau Ambrée bright golden logotype. Order it from Image Library Flooring. RAL 9001 - HR or Pantone 9080C
87
IN-STORE GLODEN RULES
In-store Animation details
TECHNICAL INFORMATION
C
D
In-store Animations
A
B
TECHNICAL INFORMATION
C
Elements to build a Backwall A L’Eau Ambrée Visual with bright golden logotype. Order it from Image Library B Silver real mirror or Mirrorlite Glassless Mirror C L'Eau Ambrée bright golden logotype. Order it from Image Library
NOTE: Contact the International In-store Marketing department for specific Outpost Animation measurements
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In-store Animations
A
A D
C
C
D B
Built-in Plasma screen Structure to hold the Plasma screen Black frame made of plexiglass Silver real mirror or Mirrorlite Glassless Mirror
NOTE: Ensure that all local productions are carried out using good suppliers who make top quality executions
89
IN-STORE GLODEN RULES
A B C D
TECHNICAL INFORMATION
Elements to build a Backwall with TV
IN-STORE Animations
TECHNICAL INFORMATION
60ยบ
Mirror sides for outpost animations Wherever possible produce the mirror sides to play with the Visual in all outpost animations. These sides will be placed at a 60ยบ angle.
90
In-store Animations This special crop must be used only for the Outpost and Window Animation proposals, where we can play with the mirror-effect sides. You will need to attach a draft of the proposal when ordering the image in order to verify the correct visual crop and logotype as this will be different in Outpost Animation or Window. Keep in mind that this procedure will take more time than usual
Logotype proportions for Special Visual crops
7mm 5 mm
Order all Visuals and Logotypes from the Image Library. The visual and logotype will be delivered together from the supplier
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IN-STORE GLODEN RULES
TECHNICAL INFORMATION
Make sure the Prada L'Eau AmbrĂŠe logotype is framed following the mentioned measurements
IN-STORE Animations
A
A
B
B
B
C
C
D
D
TECHNICAL INFORMATION
WINDOW Animation details A B C D
L’Eau Ambree visual. Order it from Image Library Silver real mirror or Mirrorlite Glassless Mirror L'Eau Ambrée bright golden logotype. Order it from Image Library Flooring. RAL 9001 – HR or Pantone 9080C
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IN-STORE Animations
Wherever possible produce the mirror sides to play with the Visual in all window animations. These sides will be placed at a 60ยบ angle.
93
IN-STORE GLODEN RULES
Mirror sides for window animations
TECHNICAL INFORMATION
60ยบ
other decorations
E
D
A
D C C
C B
B
C
B
TECHNICAL INFORMATION
In-store Animation details A B C D E
C
L’Eau Ambrée visual. Order it from Image Library Bright painted base. RAL 9010, HR NCS S 0603 G80Y or Pantone 9064C (Pastel Pantone Guide) Matt black interior shelves Bright black Prada logotype. Order it from Image Library Plasma Screen
94
A
D
B
other decorations
PROPORTION
1/2
1/2
LOGO SIZE The Logotype will be 1/2 of the width
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TECHNICAL INFORMATION
POSITION
IN-STORE GLODEN RULES
GONDOLA
other decorations
column
PROPORTION
POSITION
1/3
1/3
1/3
TECHNICAL INFORMATION
COUNTER
LOGO SIZE The Logotype will be 1/3 of the width
NOTE: Use the same Logotype proportion and position for Column and Counter
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other decorations
C
B
A Bright painted base. RAL 9010, HR NCS S 0603 G80Y or Pantone 9064C (Pastel Pantone Guide) B Silver real mirror or Mirrorlite Glassless Mirror C Bright black Prada logotype. Order it from Image Library
97
IN- STORE GLODEN RULES
engraving event
TECHNICAL INFORMATION
A
IN STORE GLODEN RULES
IN-STORE GolDEN RULES
In-Store Golden Rules
IN-STORE GOLDEN RULES Strictly follow the Prada L’Eau Ambrée International Merchandising Guidelines. Local suppliers must be used to decorate the outpost and window animations properly, ensuring high quality executions and careful work on all details. For special In-Store Layouts always contact the International In-store Marketing Department.
SHELF 1 Gain at least one complete shelf for the L'Eau Ambrée fragrance. 2 Display the L’Eau Ambrée product on the priority shelf. 3 Display the L’Eau Ambrée Shelf Tester stand in all distributions where one
complete shelf is dedicated to the launch.
4 Use the Shelf Animation element to decorate the shelf, to communicate
the campaign and to gain impact.
COUNTER 5 Decorate counters following the guidelines and never forget the corporate
counter tester stand to continue promoting all fragrances.
6 Display the Showcase Decoration to give a magic touch to the Counters.
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IN-STORE GOLDEN RULES
IN-STORE OUTPOST ANIMATIONS 7 Plan outpost animations in key stores, high-traffic stores and Travel Retail environments. 8 Outpost animations should ALWAYS be placed close to the shelf or have product stock to promote purchase. 9 ALWAYS implement global decorations, creating a L'Eau Ambrée environment with the echoing mirror effect. 10 The OUTPOST MERCHANDISER is the nº1 priority element in outpost spaces.
It generates brand awareness, trial and purchase.
11 Place a Plasma Screen whenever possible to promote the Prada L'Eau Ambrée TV Spot.
WINDOW ANIMATIONS 12 Build decorations only when the window space is fully dedicated to our brand, implement FULL window decorations. 13 Transmit the l'Eau Ambrée concept in the Windows with huge visuals and mirror reflections.
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IN-STORE GolDEN RULES
14 Integrate a plasma screen to show the TV Spot in key Windows.