Tier 1 - Visual Merchandising Design Direction Implementation July 21, 2012
The Pre-Fall Designer Event NORDSTROM
T
able of Contents “One is never over-dressed or underdressed with a Little Black Dress.” — Karl Lagerfeld Event Description
...... P. 01
Inspiration / Mood
...... P. 02
Color Palette
...... P. 03
Design Elements
...... P. 04
Narrative
...... P. 05
Elevation A1
...... P. 06
Elevation A2
...... P. 07
Elevation B1
...... P. 08
Elevation B2
...... P. 09
Floor Plan
...... P. 10
Design Key
...... P. 11
Materials & Tools
...... P. 12
Sourcing
...... P. 13
Task Management
...... P. 14
General Notes
...... P. 15
Appendix
...... P. 16
Nordstrom’s Pre-Fall Designer Event was introduced in 1998 as a way to jump ahead of competitors in releasing the newest designer looks for autumn. The event was an immediate success, and Nordstrom soon followed it up with the Pre-Spring Designer Event. This event was as equally successful. As demand for established and new designer labels grew, Nordstrom added the Fall Designer event, and subsequently the Spring Designer Event. Each event would eventually develop relationships with the newest and hottest designers to showcase exclusive, collaborative designs only available at Nordstrom and during these two events. Nordstrom’s Pre-Fall Designer Event is national wide, excluding Nordstrom Rack, and varies in size and product availability based on location, store volume, and designer label popularity. The PFD Event is 5-days long, beginning on Wednesday. The following activities and materials (subject to change) are coordinated with this event: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
Print and online advertising campaigns VIP trunk shows of CFDA designer candidates and new designers Exclusive new designer meet and great days In-house fashion show from pre-fall collections Bonus reward points earned on designer labels Product give-aways Storewide shopping sweepstakes Visual merchandising & promotional graphics VIP reception & in-house cocktail event Pre-fall customer catalogues and VIP look books
For further information and details, contact your store manager or intranet events page.
E vent Description
01
I
02
nspiration
Creative Headcoverings
Dresses: Black, White, Neutrals
Repetitious Rectangular Graphic Shapes & Pop Art Images
Display Palette: Reds, Oranges, Yellow, Neutrals
Display Space “Organics”
Apparel & Accessories “Flora & Fauna”
Woodsie Neutrals Orange Hues
Black Shades
Grayscale Lights
Neutral Tones
Red Hues
Grayscale Darks
White Tints
03
C olor Palette
D
04
esign Elements Item
Description
Theme: Early Fall Fashion Review
The design of the display ushers in the fall season with an early fashion preview that coincides with related store, special events.
Sub-Theme: Designer Spotlight
The display showcases the Fall 2012 looks of new and established designers.
Display Type: Line of Goods
All mannequins wear designer dresses as their primary form of apparel and available for sale.
Display Setting: Abstract
The color of the objects and the styling of the mannequins symbolize the season, but the composition of the lines and shapes of the props are open to interpretation by the viewer.
Art / Design Style: Post Pop-Art
The artwork takes current fashion designers and gives them a contemporary, Andy Warholesque pop treatment. The props are contemporary, everyday materials utilized to continue the pop art style.
Attention-Getting Device #1: Color
A warm-color scheme of fall reds, oranges, and yellows for the display props contrasts with a cold, neutral-color palette for the apparel.
Attention-Getting Device #2: Repetition
Nearly all props in the design are of a rectangular form and positioned in a vertical-line direction, thus repeating shape and line direction. In addition, the display color palette is utilized over and over systematically within these props. Three standing mannequins add to the repetition of vertical line.
Line Emphasis: Vertical
The design is composed around repetitive usage of vertical, rectangular shapes as well as standing mannequins.
Balance: Asymmetrical
The right side of the design contains more elements than the left side.
Rhythm: Repetition
The props in the display are of a rectangular form and positioned in a vertical line direction, thus repeating shape and line direction. In addition, the display color palette is utilized over and over systematically within these props. Three standing mannequins add to the repetition of vertical line.
Masking: Rectangles
A variety of rectangle sizes, utilizing the displays color palette, are placed randomly on the displayspace glass.
Copy: The Pre-Fall Designer Event
The copy announces the event to the public and supports the visuals in the design.
Models Rule It is July 12, 2012 in Seattle, Washington. Sarah, Cynthia, Agnus, Ambrosia, and Katrina are five of twenty-five models flown in from New York City’s Elite Modeling Agency. They are participating in a private, fashion show for VIP’s at Nordstrom’s flagship department store at 500 Pine Street in the downtown area. This fashion show, the hightlight of the “Pre-Fall Designer Event”, is a gallery, style show at which the models are posing in select designer wear for patrons whom peruse the outfits like an art museum event. Sarah, Cynthia, Agnus, Ambrosia, and Katrina are the most well-known models of Elite’s roster, and Nordstrom is paying top-dollar for these models. They wear the most expensive, and the most exclusive of Nordstrom’s designer offerings, and they show off these clothes through their beauty and natural posing talents to the delight of all attendees. At the end of the evenings show, the clothing will be auctioned to help support Seattle’s vibrant art scene.
N arrative
05
Notes: 1. See “Elevation View - A2” for further information.
Karl Laggerfeld
E
levation View - A 1 Suggested Layout
Marc Jacobs
The Pre-Fall Designer Event
Vivienne Westwood
06
(size
B
varies)
20” x 28”
Masking
varies)
(size
Masking
C
24” x 48”
12” from wall
18”” - 24”
20” x 28”
Karl Laggerfeld
E
F
G
24” x 48”
12” from wall
D varies)
(size
Masking
18”” - 24”
I
24” x 48”
18”” - 24” 12” from wall
H
Suggested Layout
11” - Arial
30”
” 108
186”
48”
The Pre-Fall Designer Event
Marc Jacobs
156”
20” x 28”
A
20” x 38”
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.
levation View - A
20” x 38”
E
20” x 28”
108”
2
Vivienne Westwood
07
Suggested Layout
Notes: 1. See “Elevation View - B2” for further information.
Karl Laggerfeld
E
levation View - B
1
08
09
Suggested Layout
Notes: 1. See “Floor Plan” view for additional placement information. 2. See “Design Key” for additional prop information. 3. All measurements are close approximations. Adjust accordingly to your display space.
96”
60”
108”
A Masking (size varies)
Mounted on wall 24” x 48”
D
C
E
20” x 28”
Karl Laggerfeld
B 20” x 38”
24” x 48”
E
levation View - B
2
Masking (size varies)
30”
30”
F
-
-
-
-
-
-
-
C
D
E
F
G
H
I
B
-
B
C
-
A
E
I
Masking
12” from Wall
A
Rectangular Shape Masking
Display Copy on Glass
Sitting Mannequin
Ottoman or Box
Standing Mannequins
Hanging Art Work
22” x 36” Poster Board
22” x 28” Poster Board
Wall color / paint
E
I
156” (W)
Masking
G
D
F
H
12” from Wall
60” (W)
Window Copy - “The Pre-Fall Designer Event”
Last item to be set inside the display
12” from Wall
LEGEND
E 30” (W)
C
See Design Key for “LEGEND” descriptions. See Materials & Tools for itemization.
On the Wall
loor Plan
48” (D)
10
I
Masking
I
Masking Display Space Entrance
D
11
esign Key
Item
A
Wall Finish / Paint
B
Poster Board w/ Painted Frame
C
Poster Board w/ Painted Frame
D
Art Work (suspended)
E
Standing Mannequin & Apparel
F
Ottoman or Box
G
Sitting Mannequin & Apparel
H
Display Copy
I
Rectangular Shape Masking
Description Color: White Type / Material: Latex, Matte Finish Size: Gallon Cans Amount: Measure square footage, and follow directions on can. Color: Red Type / Material: Railroad or poster board w/ black paint Size: 22” x 30” Amount: Measure linear footage to estimate quantity. Color: Orange Type / Material: Railroad or poster board w/ black paint Size: 22” x 36” Amount: Measure linear footage to estimate quantity. Color: Multi Type / Material: Gloss poster print on wood frame Size: “24” x 48” Amount: 4-units Color: Varies Type / Material: Realistic or semi-realistic; standing Size: Adult Amount: 4-units Color: Yellow / Gold Type / Material: Open Size: 17” (h) x 24” (w) x 18” (d) Amount: 1-unit Color: Varies Type / Material: Realistic or semi-realistic; standing Size: Adult Amount: 1-unit Color: Yellow w/ black outline Type / Material: Arial typeface on copy paper Size: 11” (h) Amount: Based on the number of letters Color: Orange & red Type / Material: Card stock or construction paper Size: Varies Amount: 5-9-units
Notes: The floor color is to be either the color of the wall or pale gray.
M
12
aterials & Tools
See Design Key and Floor Plan Legend for prop information.
Description
A
Paint: * Type - Latex, Flat * Color - White * Size - Gallon * Amount - 4-cans Paint Brushes: * Type - All Purpose * Size - 2-inches * Amount - 2-regular; 2-angled
Paint Roller: * Type - Non-texture * Size - 10-inches * Amount - 2 Paint Tray: * Type - Displosable * Size - 10-inches * Amount - 2-units
Painters Tape: * Type - Blue * Size - 2-inches * Amount - 1-roll Drop Cloth: * Type - Disposable * Size - 9’ x 12’ * Amount - 1-sheet
Ladder: * Type - Step Box Cutter: * Type - Contractor * Size - Standard Paint Stir Stix: * Type - Wood Paint Can Opener: * Type - Standard
B
Poster Board: * Type - 6-ply Railroad * Color - Red * Size - 22” x 28”/30” * Amount - 14-pieces
Paint: * Type - Latex, Flat * Color - White * Size - Quart / Sample * Amount - 1-can
Paint Brush: * Type - Stiff & Tattered * Size - 2-3 inches * Amount - 1-2 regular
Step Ladder Level Double-sided Tape Ruler / Straight Edge
C
Poster Board: * Type - 6-ply Railroad * Color - Orange * Size - 22” x 28”/30” * Amount - 10-pieces
Paint: * Type - Latex, Flat * Color - White * Size - Quart / Sample * Amount - 1-can
Paint Brush: * Type - Stiff & Tattered * Size - 2-3 inches * Amount - 1-2 regular
Pencil & Scissors Step Ladder Level Double-sided Tape Ruler / Straight Edge
D
Software: * Photoshop Hi-Res Image: * Designer Portrait Document Size: * Size - 30” (w) x 54” (h) Print: * Paper - Glossy Poster
* Printer - Press-style; Color Lumber: * Type - Pine * Size - 2”x1”x96” * Amount - 2-strips Nails: * Type - Flathead * Size - 1.75”
* Amount - 8-pieces Glue: * Type - Wood * Amount - 4-oz. L-bracket * Type - Flat * Size - Small * Amount - 4-pieces
White Thumb Tacks Hammer Screw Driver L-square Measuring Tape Hand Saw Miter Box Pencil
E
Mannequin: * Type - Realistic or Semi * Position - Standing * Size - Adult * Amount - 3-female * Amount - 1-male Clothing: * Refer to the “Garment Pull Sheet”
Shoes & Accessories: * Utilize best judgement to fit image & event. Wigs (and hairspray): * Type - Sophisticated * Color - Naturals * Amount - 3-caps Tape: * Type - Mounting
* Size - 1” * Amount - 24inch Length Paper Scissors: Wire Cutter: * Type - Contractor Wire: * Type - Galvanized * Size - 18-gauge * Amount - 36-ft
Screws: * Type - Eye, Zink * Size - 1” Length Drill: * Type - Cordless * Drill Bit - 3/8” Measuring Tape: * Type - Locking * Size - 16-ft
F, G
Ottoman or Wood Box * Size - Use best judgement
Mannequin: * Position - sitting
* See above mannequin information for further details
H
Paper: * Type - Copy; 8.5” x 11”
Printer: * Lazer; Color
Scissors Straight-Edge
Clear Tape Double-sided Tape
I
Paper: * Type - Contstruction or Card stock
* Color - Reds & Oranges * Size - Varies * Amount - Varies
Tape: * Type - Double-sided clear
Straight-Edge Pencil Scissors
S
13
ourcing Display Creation Items Cost Per Bulk
Units Needed
Unit Cost
Total
25.87 / 1-Gallon
3
25.87
77.61
Home Depot / Roller Lite
5.97 / 1-ct
3
5.97
17.91
Paint Roller; 2�-angled
Home Depot / Behr
3.97 / 1-ct
3
3.97
11.91
Paint Tray; plastic
Home Depot / Linzer
3.27 / 1 -ct
3
3.27
9.81
Paint Stick; wood
Home Depot
Free
3
0
0
Poster / Railroad Bd; 6-ply
Blick / Red
.69 / 1-ct
14
.69
9.66
Poster / Railroad Bd; 6-ply
Blick / Orange
.69 / 1-ct
10
.69
6.90
Double-sided Mouting Tape
Home Depot / Scotch
3.97 / 72-in
56-in
.06
3.36
Item
Place / Brand / Hue
Latex Paint; matte
Home Depot / Behr / White
Paint Brush; nylon
TOTAL
Tear Down & Painting Display Space Art Work Creation Wig Creation Apparel Pull Hanging Poster Board Painting Poster Board Hanging Art Work Choosing Mannequins Dressing Mannequins Prop for Sitting Mannequin Styling Mannequins Cutting-out Type Face Mounting Type Face Cleaning Glass Cleaning Display & Display Space Display Supplies - Double -sided clear tape - Double-sided mounting tape - Cup Hooks - Push Pins - Paint - Paint Brush - Ladder - Measureing Tape - Level & Straight Edge - Eye Screws & Sheet Rock Screws - Hammer - Tape - 18-guage wire - Scissors - Box Cutter - Pen / Pencil
Task
All All
All
All
Individual B
All All
Individual A
Assigned Date 7/12 7/12 7/12 7/12 7/12 7/12 7/12 7/12 7/12 7/12 7/12 7/12 7/12 7/12 7/12 7/12 7/12 7/12 7/12 7/12 7/12 7/12 7/12 7/12 7/12 7/12 7/12 7/12 7/12 7/12 7/12 7/12
Due Date 7/26 7/26 7/26 7/26 8/02 8/02 7/26 8/02 7/26 8/02 8/02 8/02 8/02 8/02 8/02 7/26 7/26 7/26 7/26 7/26 7/26 7/26 8/02 7/26 7/26 7/26 7/26 7/26 7/26 7/26 7/26 7/26
Date Complete
OTD Notes Y or N?
T ask Management 14
G
eneral Notes
15
1. All display spaces are not the same; therefore, measurements are not always exact. Adjust accordingly. 2. Mannequins should be broken down before transporting to-and-from the prop room. 3. Always utilize two individuals when dressing and striking mannequins; utilize a 3rdperson to judge position in display space. 4.Utilize a wig brush and hair spray to style the mannequins hair. DO NOT LEAVE IT “FLY AWAY”. Protect mannequins faces with hand and cover clothing. 5. Wear socks “only” when stepping on display floor. 6. When attaching “copy” to display glass, utilize“repositionable spray mount”, “double-sided clear tape”, or “Glue Stick” only. Always SPRAY ADHESIVE on a large, protected area. 7. Tacks & small nails can be utilized as a substitute to push pins on walls. 8. Cup hooks should be utilized for suspending items from the ceiling. “Course sheet rock” screws can be used as a substitute. 9. Work from the display designs in “alpha-numeric” order. 10. Always use a level and a measuring tool when hanging objects that need alignment, leveling, and squaring. 11. Contact the design office only when there are missing pieces, confusing directions, or technical difficulties. 12.Completely clean area when finished. This includes vacuuming floor and cleaning glass. 13. Clean hands before working with mannequins, and clean mannequins with a “Magic Eraser” when needed.
Appendix
Sonia Rykiel
Contents “When in doubt, wear red.” — Bill Blass Tier 1 Elevation View - T1A
...... P. A01
Tier 1 Elevation View - T1B
...... P. A02
Tier 1 Floor Plan
...... P. A03
Tier 1 Design Key
...... P. A04
Tier 2 Elevation View - T2A
...... P. A05
Tier 2 Elevation View - T2B
...... P. A06
Tier 2 Floor Plan
...... P. A07
Tier 2 Design Key
...... P. A08
A01 Suggested Layout
Elevation View - T1A
The Pre-Fall Designer Event
Marc Jacobs
Karl Laggerfeld Vivienne Westwood
D
30”
Arial = 11”
The Pre-Fall Designer Event
H
24” x 48”
On the wall
E
I
Karl Laggerfeld Masking (size varies)
06” from wall On the wall
Vivienne Westwood
A
Marc Jacobs
122”
F
B
G
C 20” x 38”
A02
B 20” x 28”
Suggested Layout
Elevation View - T1B
Masking (size varies)
108”
H
Window Copy “The Pre-Fall Designer Event”
E
-
B C D E F G H I
06” from Wall
A
-
A
D
122”
Masking
B
Rectangular Shape Masking
Display Copy on Glass
Sitting & Standing Mannequin
Chest of Drawers
Standing Mannequins
Hanging Art Work
22” x 36” Poster Board
22” x 28” Poster Board
Wall color / paint
30”
G
30” x 18”
F
C
I
Masking
Last item to be set inside the display
B
LEGEND
A03
T1 Floor Plan
A04
T1 Design Key Item
A
Wall Finish / Paint
B
Poster Board w/ Painted Frame
C
Poster Board w/ Painted Frame
D
Art Work (mounted & suspended)
E
Standing Mannequin & Apparel
F
Chest of Drawers or Saw Horse
G
Sitting & Standing Mannequins & Apparel
H
Display Copy
I
Rectangular Shape Masking
Description Color: White Type / Material: Latex, Matte Finish Size: Gallon Cans Amount: Measure square footage, and follow directions on can. Color: Red Type / Material: Railroad or poster board w/ black paint Size: 22” x 30” Amount: Measure linear footage to estimate quantity. Color: Orange Type / Material: Railroad or poster board w/ black paint Size: 22” x 36” Amount: Measure linear footage to estimate quantity. Color: Multi Type / Material: Gloss poster print on wood frame Size: “24” x 48” Amount: 3-units Color: Varies Type / Material: Realistic or semi-realistic; standing Size: Adult Amount: 4-units Color: Yellow / Gold Type / Material: Open Size: 32” (h) x 30” (w) x 15” (d) Amount: 1-unit Color: Varies Type / Material: Realistic; sitting & standing Size: Adult Amount: 2-unit Color: Yellow w/ black outline Type / Material: Arial typeface on copy paper Size: 11” (h) Amount: Based on the number of letters Color: Orange & red Type / Material: Card stock or construction paper Size: Varies Amount: 2-5-units
Notes: The floor color is to be either the color of the wall or pale gray.
Michael Bastian Derek Lam Manish Arora Suggested Layout A05
Elevation View - T2A
114”
B
D
A
48”
24” x 48”
C
24” x 48”
F
G
122”
E
H
24” x 48”
Michael Bastian
B
Arial = 11”
60”
A06 22” x 30”
Suggested Layout
Elevation View - T2B
Derek Lam
Manish Arora
48”
A
Arial = 11”
D
-
C
D
E
F
G
H
C
-
B
06”-10”
F
18”-20”
42”
G
Display Copy on Floor
Sitting Mannequin
Stool / Chair / Box
Standing Mannequin
Standing Mannequin
Standing Art Work
22” x 28” Poster Board
Wall color / paint
B
E
The Pre-Fall DesiGner Event
The Pre-Fall DesiGner Event
H
24”
-
A
122”
10”-12”
LEGEND
A07
T2 Floor Plan
A08
T2 Design Key Item
A
Wall Finish / Paint
B
Poster Board w/ Painted Frame
C
Art Work (planted)
D
Standing Mannequin & Apparel
E
Standing Mannequin & Apparel
F
Stool, Box, or Other Sitting Device
G
Sitting Mannequin & Apparel
H
Display Copy
Description Color: White Type / Material: Latex, Matte Finish Size: Gallon Cans Amount: Measure square footage, and follow directions on can. Color: Orange Type / Material: Railroad or poster board w/ black paint Size: 22” x 30” Amount: Measure linear footage to estimate quantity. Color: Multi Type / Material: Gloss poster print on wood frame Size: “24” x 48” Amount: 3-units Color: Varies Type / Material: Realistic or semi-realistic; standing Size: Adult Amount: 1-unit Color: Varies Type / Material: Realistic or semi-realistic; standing Size: Adult Amount: 1-unit Color: Yellow / Gold / Neutral Type / Material: Open Size: 17” (h) x 24” (w) x 18” (d) Amount: 1-unit Color: Varies Type / Material: Realistic or semi-realistic; standing Size: Adult Amount: 1-unit Color: Pale Red w/ black outline Type / Material: Arial typeface on copy paper Size: 11” (h) Amount: Based on the number of letters
Notes: The floor color is to be either the color of the wall or pale gray.