NORDSTROM
d n u o r A the Corner
“Spring-One” Visual Design Direction February 5 - February 18, 2014
2- Event Description 3- Inspiration / Mood 4- Color Palette - Apparel 5- Color Palette - Display 6- Apparel Styling 7- Elevation A1 8- Elevation A2 9- Design Composition 10- Narrative
Contents 11- Elevation B1 12- Elevation B2 13- Floor Plan 14- Design Key 15- Materials & Tools 16- Sourcing 17- Task Management 18- General Notes
Versace
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Spring-One Promotion:
February 5 - February 18, 2014
Nordstrom’s “Spring-One” Promotion Event was introduced in 1992 as a way to introduce the Spring season and it’s related collections to the publics subconscience thoughts about the desire for warmer weather. The event was an immediate success, and Nordstrom quickly added to the merchandising calendar as a yearly event. Every season throughout the year would soon follow this successful format. As demand for new seasonal apparel grew throughout the selling season, Nordstrom added the “Spring Two” Promotion Event, and subsequently the “Full-On Spring” Promotion Event; each promotion releasing new, updated, and limited collections to keep the selling floor fresh and exciting. These events would help develop relationships with each departments best-selling lables and showcase exclusive designs only available at Nordstrom and during these particular selling periods. As the internet shopping world grew, the online division of Nordstrom would participate in their versions of the instore events as well as drive traffic to the brick-n-mortar establishments.
Event Description
Nordstrom’s “Spring-One” Promotion Event is nation wide, including Canada (but excluding Nordstrom Rack), and varies in size and product availability based on climate zone and store volume. The S1P Event 2-weeks long, beginning on a Wednesday and ending on a Tuesday. The following activities and materials (subject to change) are coordinated with this event: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15.
Print and online advertising VIP trunk shows Designer meet-and-great days After-hours sales events Bonus reward points Product give-aways Storewide shopping sweepstakes Visual merchandising Storewide promotional graphics In-house reception & cocktail event Special customer catalogues Collecter VIP customer look books Seasonal menu’s in the dining room Cosmetic customer make-overs And store management activities
For further information and details, contact your store manager or intranet events page. Page - 2
is
Temperly
Repetive Textures, Shapes & Objects
Abstract, Country-Setting
Romantic, Country Design Elements
Spring Blossoms in Recycled Containers
Brightly-Colored, Flowing Hair Apparel Styling Influenced by the rebellious “farmer’s daughter” Distressed, Painted & Weathered Wood
Inspiration & Mood
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Apparel Styling
Iconic, American elements layered in a playful and flirtatious manner
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Farm Flirt
Color Palette Heirloom Garden Corn Cherry
S w e e t Po t a t o
Nutmeg Pe p p e r Va n i l l a
Apparel
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Color Palette Acres & Acres Fi e l d Sky Lilac
Old Plank B a r b e d Wi r e S c r a p Wo o d
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Display
1 Suggested Layout
Notes: 1. See “Elevation View - A2” for further information.
Around theSpring Corner Preview Event
Elevation View - A
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Elevation View - A
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Notes: 1. See “Elevation View - B2” for further information.
2
Suggested Layout
Design Composition Item
Description
Theme: Seasonal Preview
The design of the display introduces Spring and Summer apparel in a fun, easy going, and American way.
Sub-Theme: Spring & Summer Styles
The display showcases the newest Spring & Summer apparel offerings, focusing on a rural and playful attitude.
Display Type: Related Merchandise
All mannequins wear mix-and-match separates that are new to the store and available for sale in reduced quantities.
Display Setting: Abstract
Composition of the display is a stylized shot of a country hangout in Spring. It plays with “symbolic components” like rough lumber, garden items, color, wild flowers - of a proposed setting.
Art / Design Style: American Country
Traditional country elements of the place and season in both realistic and artistic form are combined to convey the mood and feeling of a Spring rural setting.
Attention-Getting Device #1: Color
An entire composition of blues, greens, indigo, and neutral hues create a Spring and “cool” color palette symbolic of the Spring season and rural location.
Attention-Getting Device #2: Nostalgia / Familiarity
Props and elements are familiar to the North American customer and are combined to invoke a connection to a country lifestyle.
Line Emphasis: Horizontal
The design is composed around repetitive usage of vertical, rectangular shapes, such as the tank board on the wall; as well as upright mannequins.
Balance: Asymmetrical
The left side of the design contains slightly more elements of weight than the left side, giving it more weight and more focus.
Rhythm: Repetition
A variety of props in the display are repeated three-times or more, such as the backdrop panels, the mannequins, the use of color, and the flower bouquets.
Masking: Floral Graphics
Tulips and daffodil graphics flank the bottom of the display glass.
Copy: Around the Corner
“Around the Corner” is a shortened version of “Just Around the Corner” - a popular saying when an anticipated event is nearing. In this instance, the Spring / Summer fashion collections and the Spring season itself.
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Narrative
It’s the first warm day of spring in the rural mid-west. The 3-Funky Jo’s - Jolene,
Jovan, and Jonelle - and town, pretty boy, Tommy Clemmens, soak up the sun and down cold beer and cheep wine behind Jolene’s-family’s old barn on their dairy farm. The
Flirting with Boys
backside of this barn has been the girls hangout since they were small children; Tommy was a highschool
addition. They are gathered around a rustic picnic table neatly covered with tin cans and jars filled with the first blooms of the season. The flowers are colorful and fragrant. Birds chirp in a far off tree. Cows graze in the fields. Cast off farm items and broken antiques rest along the barn slats. These items have been there for years.
The girls haven’t been in each others
company since last summer’s, college break. They are in their final semester of school, and are taking an extended “reunion” weekend after a long week of mid-terms. They haven’t seen Tommy since high school graduation; when he promply left for California to start his acting career. It’s by complete chance that he is here.
“Tommy. Do celebrities look the
same in person as they do in the media?” rolls from Jovan’s lips.
“Well, how do I look?” Tommy
questions.
“I’d say handsome as ever,” Jonelle
states. “I’m still waiting for us to make babies.”
Tommy smiles. “I don’t think that’s
every going to happen, I’m engaged.”
Jolene chimes in, “a little fact like that
has never before stopped you Hollywood people from extra fun. Page - 10
{09.0’}
D
H
G
I
N
U
M
K
L
Suggested Layout
{15.5’}
O
P
Around theSpring Corner Preview Event
J
{13.0’}
1
Notes: 1. See “Floor Plan” view for additional placement information. 2. See “Design Key” for additional prop information. 3. Tier 1 & Tier 2 stores are to consult the “Appendix” for “Elevations” & “Floor Plans” 4. All measurements are close approximations. Adjust accordingly to your display space.
E
C
F
A
Elevation View - B
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Elevation View - B
2
Suggested Layout
{05.0’}
A
Q
B F {09.0’}
S R
T {09.0’}
D
Notes: 1. See “Floor Plan” view for additional placement information. 2. See “Design Key” for additional prop information. 3. Tier 1 & Tier 2 stores are to consult the “Appendix” for “Elevations” & “Floor Plans” 4. All measurements are close approximations. Adjust accordingly to your display space. Page - 12
{04.0’}
E
C
D
A
F
Back Wall - Long Section {15.5’}
H
1. All items are scaled in size to studio, display-space dimensions. 2. Please reference your store, displayspace dimensions for appropriate space planning. 3. Consult the floor plan and elevation views simultaneously to eliminate questions. 4. Please consult Central Advertising & Promotions for implementation clarification and / or missing props.
Implementation Key
G
J
I
A, K, Q B, L C, M D, E, H F, G, N I J O, S P R T U
U
N
L O
K
Around the Corner
M
Wood Backdrop Window Chair Bouquet Mannequin Ladder Bouquet Flower Box Garden Shovel Pedestal Basket of Apples Window Vinyl - Copy
Back Wall - Short Section {05.0’}
Q
A
Floor Plan
P
S
F
D
B
T
R
{02.5’}
Display Entrance
Design Key Item
Description
A; K; Q
Back Drop “A” * Scrap Wood Panels
Color: Cool Hues Size: 2’w x 8’h Amount: 4-8 units
B: L
Back Drop “B” * Distressed Window Frames
Color: Neutral: Cool Hues Material: Wood Size: 15”-20”w x 30”-36””h Amount: 2-3 units
C; M
Prop * Old Chairs
Color: Neutral; Cool Hues Size: Adult Amount: 2 units
D; E; H
Prop: * Containered Flower Bouquets
Color: Cool Hues; Neutral Material: Plastic / Silk; Glass: Metal Size: Variety Amount: 3-5 units
F; G; N
Prop * Mannequins & Apparel - Consult apparel “pull-sheet” for proper items
Color: Solid White or Skin Tones Type: Realistic or Stylized: Standing & Sitting Size / Sex: Adult Full-body; male & female Amount: 4-5 units
I
Prop: * Step Ladder
Color: Cool Hues Size: 2’-4’h
J
Prop: * Contained Flower Bouquet
Color: Cool Hues; Neutral Material: Plastic / Silk (flowers); Metal; Wood (container) Size: Large Amount: 1 unit
O; S
Prop: * Flower Box
Color: Neutral; Cool Hues Material: Plastic / Silk (flowers); Metal; Wood (container) Size: 6”-8”h x 6”-8”d x 1’-3’L Amount: 2-3 units
P
Prop: * Garden Shovel (or other)
Color: Neutral; Cool Hues Size: Standard Amount: 1-3 units
R
Prop: * Urn or Pedestal
Color: Neutral; Cool Hues Materials: Metal; Wood; Cement; Composite Size: 3’h Amount: 1 unit
T
Masking (Optional) * Tulips & Daffodiles
Color: Cool Hues Size: Various Amount: 3-6 groupings
U
Copy * “AROUND the CORNER”
Color: Red Material: Laser Print Size: 11”h / 5’-6’L Font: Small Town Southern Girl Amount: 1 unit
Material: Wood
Material: Wood
Material: Wood Amount: 1 unit
Material: Wood / Metal
Material: Laser Print
Notes: (1.) Retain existing floor color. (2) To be used in conjunction with the “Elevation Views”. Page - 14
Developed by: Central Advertising & Promotions Nordstrom - Seattle, Washington Implementation Questions: 800-576-1212 or “asktheexperts@nordstrom.com� Design Director: Mike Yomato Project Manager: Melanie Kay Sourcing: Alex Monroe Production: Leslie Quan Logistics: Jose Garcia Editorial: Stephanie Johnson