Design Directive Winter 2013 by Woody Anthony

Winter Directive I

Nature of Textures

Visual Display Rollout January 16, 2013

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

Mid-Winter Promotion

Page -2

Nordstrom’s MWP Event was introduced in 1998 as a way to bridge the gap between the Pre-Spring introductions and the end-of-the-previous.years holiday season. The event was an immediate success, and Nordstrom soon followed it up with the Mid-Summer Promotion Event. This event was as equally successful. As demand for new seasonal apparel grew in the middle of the seasons, Nordstrom added the Endof-Winter Sales Event, and subsequently the the End-of-Summer Sales Event. Each event would eventually develop relationships with the best-selling designers and premium lables to showcase exclusive designs only available at Nordstrom and during these particular months. Nordstrom’s Mid-Winter Promotion Event is nation wide, including Canada and excluding Nordstrom Rack, and varies in size and product availability based on climate zone and store volume. The MWP Event is 4-weeks long, beginning on a Wednesday. The following activities and materials (subject to change) are coordinated with this event:

Event Description

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 make-overs And store management activities

For further information and details, contact your store manager or intranet events page.

Nature in Stylized Form

Wigs of Alternative Materials

Emphasis on Neutrals & Earthtones

Apparel Style Influences by Dior, Kors, Lauren, & Chanel

Repetive Textures, Shapes & Line

Nostalgic Rural Life

Inspiration & Mood

Page -3

Runway Chic

Classic Fabrications

Sophisticated Prints

Nouveau Gentry

Apparel Styling

Layering of Textures

New Look Inspired Silhouettes

Neutrals & Earthtones

Page - 4

Apparel Ob si d ia n

L im est o n e

Si lve r

Go u rd e

Landscape Oxid e

Su n set

Slat e

C o p p er

St r aw

Page - 5

Color Palette

C la y

C op p er

M u sh ro om

G ol d

Gravel

Go u r d e

Ob sid ian

B ear

Color Palette Page -6

Earth

Display

Elevation View: A1

Notes: 1. See “Elevation View - A2” for further information.

Page - 7

Suggested Layout

Nature of Textures

Elevation View: A2

Notes: 1. See “Elevation View - B2” for further information.

Suggested Layout

Page -8

Design Composition Item

Page -9

Description

Theme: Seasonal Apparel Update

The design of the display shows winter is still in full swing and coincides with exclusive apparel offerings and related store, special events.

Sub-Theme: Winter Weather Textures

The display showcases the latest winter apparel offerings, focusing on cold-weather textures.

Display Type: Related Merchandise

All mannequins wear mix-and-match separates that are new to the store and available for sale.

Display Setting: Vignette

Composition of the display is a stylized shot of a rural setting. It plays with “realistic components” but without the detail and realism of the actual setting.

Art / Design Style: Symbolism

Symbolic elements of the place and season in both realistic and artistic form are combined to convey the mood and feeling of winter in a rural setting.

Attention-Getting Device #1: Color

An entire composition of blacks, whites, beiges, browns, and muted hues create a traditional neutral and earthtone color palette - symbolic of the season.

Attention-Getting Device #2: Nostalgia / Familiarity

Nearly all props and elements are familiar to the North American customer and are combined to invoke a connection to the country landscape.

Line Emphasis: Vertical

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 right side of the design contains more elements than the left side, giving it more weight and more focus.

Rhythm: Repetition

A variety of props in the display are repeated threetimes or more, such as the tank board on the wall, the mannequins, the display trees, and the usage of silhouette images.

Masking: Tree Branches

Three silhouette graphics of tree branches are adhered to the glass at various heights.

Copy: Nature of Textures

“Textures” speaks to the apparel focus as well as the props in the scene. “Nature” is used as a verb to give a nod of personality to our outdoor surroundings and their ability to be manipulated by man; it also plays on the noun-form to catagorize all the elements in the display,

Narrative It’s a gray day on a cold and quiet February in Northern Virginia. Marque, Dianna, and Kendra are on a weekend retreat in the country, getting away from managing a hectic renovation of the Nordstroms store at Tysons Corner Center. The retreat grounds are a 100-acre estate established in 1820 and consists of a landscape of forest, farm, and rolling hills. It’s like a painting.

Communing with Nature The urban trio of taste-makers from New York City are taking advantage of the rural scenery and following a rustic fence that meanders throughout the landscape. Spending their everyday lives amongst skyscapers and crowds, this journey seems somewhat surreal. Kendra says, “I feel like we’re in a Ralph Lauren ad.” Marque chimes in; “We should be. We’re all dressed in Ralph Lauren.” Dianna chuckles at their exchange of words and adds, “well, I wouldn’t say ‘no’ to being one of his over-paid models.”

Page -10

108”

156”

186”

Suggested Layout

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.

Elevation View: B1

Page -11

Nature of Textures

Elevation View: B2

Suggested Layout

60”

E 2’ w x 4’h

108”

F V

S I

Page -12

Bare Branches

Squirrels

Birds

Mannequins

Fence

Branch/Bird Silhouettes

Copy

H; P

I; N

J; O; S

K; M

T; U

Ground Cover

G; R

Masking

Bare Trees

F; Q

Tree Silhouettes

3’ x 3 x 7’

Bird Silhouettes

C; E

Tank Board Back Drop

A; B

48”

N P

’ ’x4 7’-8

Tank Board & Silhouettes on Wall

156”

Masking

LEGEND

3’ x 3’ x 7’

30”

Floor Plan

3’x2’x7’ 60”

See Design Key for “LEGEND” descriptions. See Materials & Tools for itemization.

Masking

Page -13

Design Key Item

Description

A; B

Back Drop * Tank Board

Color: Gray Material: Chip Board Size: 2’w x 4’h Amount: 10-12 pieces

C: E

Back Drop * Bird Silhouettes

Color: Black Material: Laser Die-cut Size: 10-15”w x 11”h Amount: 2-3 units

Back Drop * Tree Silhouettes

Color: Black Size: 7’h x 3’-4’w Amount: 2 units

F; Q

Prop: * Bare Trees

Color: Earth Tones Material: Tree Stakes; Branches; Latex Paint Size: 7’h x 3’w Amount: 3 units

G; R

Flooring: * Ground Cover

Color: Earth Tones Size: Varies Amount: 3 areas

Material: Forest Matter

H; P

Prop: * Bare Branches

Color: Earth Tones Size: 3’-4’L Amount: 2-4 units

Material: Birch / Maple

I; N

Prop: * Squirrels

Color: Grey Size: Life-size Amount: 2-4 units

Material: Ceramic / Resin

J; O; S

Prop: * Birds

Color: Earth Tones Size: Lifesizes Amount: 5-7 units

Material: Form w/ Feathers

K; M

Prop: * Mannequins & Clothing - Consult apparel “pull-sheet” for proper items

Color: White Type / Material: Realistic / No make-up / Standing Size / Sex: Full-body; male & female Amount: 3 units

Prop: * Fence

Color: Redwood Size: 7-8’w x 4’h Amount: 1 unit

Materials: Rustic Wood

I; U

Masking * Branch & Bird Silhouettes

Color: Black Size: 4’-5’L Amount: 3 units

Materials: Laser Die-cut

Copy * “Nature of Texture”

Color: Red Size: 11”h / 5’L Font: Arial Amount: 1 unit

Materials: Laser Die-cut

Material: Latex Paint

Notes: Retain existing floor color. Page -14

Materials & Tools Description

Items A; B

Page -15

Thumb Tacks: * Color - Silver * Size - Standard * Amount - 40-units

Level Measuring Tape Step Ladder

Paper * Type - Card Stock * Color - Black

* Size - 8.5” x 11”; 11” x 17” * Amount - 3-5 pieces

Scissors Double-sided Tape Step Ladder

Paint * Type - Latex, Flat * Color - Black * Amount - 1-quart

Nylon Paint Brush * Amount - 1-small * Amount - 1-medium

Pencil Step Ladder

F; Q

Tree Stake: * Type - Wood * Color - Earth Tones * Size - 2” x 60” * Amount - 3-5

Natural Branch: * Type - Birch / Maple * Size - 2’L - 4’L * Amount - 50-75

Paint: * Type - Latex, Flat * Color - Earth Tones * Amount - 3-quarts

Nylon Paint Brush: * Amount - 3-medium Branch Saw

G; R

Ground Cover: * Type - Forest Floor Items * Color - Earth Tones * Size - 4-lbs

* Size - 36”w * Amount - 25-ft Thumb Tacks: * Color - Silver

* Size - Standard * Amount - 30 Scissors Measuring Tape

C; E

Chip Board * Type - Tank Board * Color - Gray * Size - 3’ x 4’ * Amount - 10-pieces

H; P

Bare Tree Branch: * Type - Maple / Birch

I; N

Squirrel * Type - Ceramic / Realism

* Amount - 3-5 Floor Paper: * Type - Rosin * Color - Earth Tone * Color - Earth Tones

* Size - 2”-3” x 3-4 ft * Amount - 2-5

* Size - Life

* Color - Grey / Brown

* Amount - 3

J; O; S

Bird: * Type - Floral / Realism * Color - Earth Tones

* Size - Varies * Amount - 5-7

Tape: * Type - Mounting * Amount - 6-inces

Floral Wire Scissors

K; M

Mannequin: * Type - One-color Realistic * Position - Standing * Size - Adult * Amount - 2-fm; 1-m Clothing & Accessories: * Apparel “Pull Sheet”

Wig (and hairspray): * Type - Custom * Color - Earth Tones Tape: * Type - Mounting * Size - 1” * Amount - 24inch

Striking Cord: * Type - Mason Line * Size - #18 * Amount - 24-ft Screws: * Type - Eye, Zink * Size - 1” Length

Drill: * Type - Cordless * Drill Bit - 3/8” Measuring Tape: * Type - Locking * Size - 16-ft

Fence Post: * Type - Red Wood * Color - Stained * Size - 4” x 4” x 4’

* Amount - 3-units Planks: * Type - Redwood * Color - Stained

* Size - 6” x 1” x 3-4’ * Amount - 6-units L-Bracket & Screws: * Type - Steel

I; U

Paper: * Type - Copy * Color - White

* Size - 11” x 17” * Amount - 12-18 pieces

Paper Scissors Double-Sided Tape

Paper: * Type - Copy * Color - White

* Size - 8.5” x 11” * Amount - 15-pieces

Paper Scissors Double-Sided Tape

* Size - Small * Amount - 4 Cordless Drill Level

Level Straight Edge

Page -16

Sourcing Display Creation Items

Item

Place / Brand / Hue

Cost Per Bulk

Units Needed

Unit Cost

Total

Latex Paint; matte

Home Depot / Behr / Black / Sample Size

2.97 / 8-oz

2.97

Paint Brush; 2”-angled

Home Depot

3.97 / 1-ct

3.97

11.91

1.97 / 1-ct

1.97

19.70

1.00 / 100 -ct

.01

.40

12.97 / 167-ft

12-ft

0.077

.93

Home Depot / Tank Board / Gray Dollar Tree / Standard / Thumb Tacks Silver Home Depot / Trimaco / Rosin Paper - Heavy - 36” Red Chip Board / 3’ x 4’

Wood Dowel / 4’ x 2”

Home Depot / Stained

8.91 / 1-ct

8.91

44.55

PVC Pipe Caps / 2”

Home Depot / Mueller / White

1.28 / 1-ct

.69

6.40

3’ - 4’ Birch Branches

Nettleton Hollow / Yellow

16.50 / 25-stems

125

.66

82.50

2.97 / 8-oz.

2.97

2.97 / 8-oz

2.97

Latex Paint; matte Latex Paint; matte

Home Depot / Behr / Gray / Sample Size Home Depot / Behr / Dirt / Sample Size

Landscape Timber - 4” x 4” x 8’

Home Depot / Stained

2.99 / 1-unit

2.99

5.98

Wood Plank / 1” x 7” x 6’

Home Depot / Stained

2.48 / 1-unit

2.48

14.88

4.68 / 4-pack

1.17

4.68

11.98 / Dozen

.99

5.99

L-Bracket - 2” Corner Artificial Birds - 4”

Home Depot / Everbuilt / Galvanized Steel Factory Direct Craft / Earth Tones

Ceramic / Resin Squirrels - Lifesize

Amazon.com / Gray

12.00 / 1-unit

12.00

36.00

Potpourie / Bark

Home Depot / Earthgro

4.97 / 2-cu ft

4.37

8.74

Earth / Nature Wigs

Special Order

50.00 / 1-unit

50.00

150.00

Miscellaneous Paper

Special Order

2.99 / 50-pieces

.06

.60

Fire Wood / Logs

Home Depot

8.00 / 4-pieces

2.00

8.00

TOTAL

410.17

All

1/16/13 1/16/13

Clean Display Glass

Strike Mannequins

1/16/13

Clean / Vacuum Display Area

Gather All Needed Hardware

1/16/13

Mount Display Copy & Silhouettes

1/16/13

Cut-out Copy & Branch Silhouettes

Gather All Needed Tools

1/16/13

All

1/9/13 1/9/13

Print Display Copy & Branch Sihouettes

Woody Woody

1/16/13

Dress Mannequin #3

Apparel Looks

1/16/13

Dress Mannequin #2

Create Display Copy & Branch Silhouettes

1/16/13

Dress Mannequin #1

1/30/13

1/16/13 1/16/13

Mount / Assemble Trees

Create Landscape in Display

1/16/13

1/09/13

Woody

Black Paint for Tree Silhouette

1/23/13

1/30/13

1/23/13

1/30/13

1/16/13

Paint Tree Silhouette

1/30/13

1/16/13

1/23/13

1/30/13

1/23/13

1/30/13

1/23/13

1/16/13

Due

Mount Tank Board

1/9/13

Woody

Supply Tank Board

1/9/13 1/16/13

Supply Materials for Fence Constr.

Woody

1/16/13

Mount Bird Silhouettes

Fence Construction

1/16/13

Cut-out Bird Silhouettes

1/9/13

1/16/13

Woody

Create Bird Silhouettes

All

Print Bird Silhouettes

Woody

Woodland Squirrels / Birds

1/16/13

All Woody

Woody

Tree trunk / bases / PVC / Wood

Paint / Brushes

All

Gather Leaves / Bark / Rocks / etc.

Paint Tree Trunks

1/9/13

All

1/9/13 1/9/13

Gather Branch / Twigs

All All

All

Assigned

All

Individual B

Wig Creation Materials

Individual A

Wig Creation

Task

Compl-1

Compl-2

OTD?

Task Management Page -17

General Notes 1. All display spaces are not the same; therefore, measurements are not always exact to your space. Adjust accordingly. 2. To eliminate damage, 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 3rd person to judge position in display space. 4.Always utilize a wig brush and hair spray to style the mannequins wigs. DO NOT LEAVE IT “FLY AWAY”. Protect mannequins faces with hand and cover clothing with plastic. 5. Wear socks “only” when stepping on display floor. This eliminates dirt and scuffs. 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 in a ventilated room. 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 corporate design office only when there are missing components, direction issues, or technical difficulties. 12. Completely clean area when finished. This includes vacuuming floor and cleaning display glass. 13. Clean hands before working with mannequins, and remove marks and scuffs from mannequins with a “Magic Eraser” after mannequins have been positioned.

Page -18