Visual Merchandising Design Directive - LAB by H&M by Woody Anthony

Design Directives (4) Feature Displays “Fall Preview” August 9 - August 29, 2016

In The Mood Lab by

Creating Our Future The newest, private label and retail venture for H&M is the “Laboratory”, being branded as “Lab”. It launches in August of 2016. Unlike existing sub-private labels that highlight forays into eco-friendly development or strictly-street-related products, and are merchandised within H&M standard product lines and retailing footprints, “Lab” will hold an attached-but-separate space. It is rolling-out in major fashion districts around the world and acts as a distinct entity driven by design and exploration. “Lab” merchandise is comprised of experimental collections of high-style pieces, produced in limited quantities, and sold at mid-level price points. A talented design and merchandising team works to release new product every 2-to-4 weeks. These releases are driven by the need to express, and manifest with specially sourced and manufactured fabrics and sundries. Customers can purchase

About the Lab

these high-style pieces in-stores only and build upon them with H&M offerings found next door. Each “Lab” space has its own street entrance (with shopping access from within the main H&M retail space), display windows, promotional activities, sales and management team, visual merchandising team, sales goals and incentives, purchase-processing systems, and operations area. It is also a testing and launching ground for the newest industry technology. In essence, it is a stand-alone store with its own policies, procedures, and goals. The “Lab” brand is being promoted primarily through coordinated advertising, visual merchandising, and public relations. In-house events will take place 4-times a year. VIP membership programs will be available, giving patrons special privileges and offers. And finally, high-level relationship building and social interaction will be the foundation for helping push “Lab” forward and making it a distinct label in the world of fashion.

Fall Preview 2016 - Display Directives

Promotions 4-11 • Advertising • H&M Visual Collection 12-17 • Color Palette • Product Direction • Looks Creative 18-35 • Education • Narrative • Inspiration

Contents

• Concept • Color Palette • Display Designs Implementation 36-43 • Key • Materials • Sourcing • Task Management • Notes 3

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Promotion 5

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This Campaign Promotional Activities - A • Social Media & PR Blitz • Print & Digital Advertising

Promotional Activities - B • Billboard Placements • Transportation Wraps • Visual Merchandising • Opening Parties • Social Events • Guest Appearances

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Inside Cover Periodical Spread

Lab 7

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The H&M Brand 11

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Collection 13

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Apparel Palette Harvest Field

Limestone

Pale Hay

Broken Slate

Top Soil

Vegetation

Fuji Apple

Pink Mum

Pumpkin

Mustard Seed

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Apparel

Features

Blazers Biker Jackets P-Coats Swing Coats Trench Coats Granny Dresses Jumpers Sweaters Secretary Blouses Turtle Necks Mini-Skirts Midi-Skirts Cropped Trousers

Metallic Touches Reflective Materials Textured Surfaces Faux & Pony Fur Tweeds Leather Top Stiching British Plaids Prints Lace Pleating Ribbing Buckles & Studding

Footwear

Adornments

Oxfords Boots Booties Mary Janes Ankle Straps Loafers Two-tone

Scarves Belts Chokers Bangles Structured Handbags Tights Trouser Socks

Product Direction

Styling Cinching Waists Layering Pieces Mixing Prints Playing with Textures Monochroming Outfits

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The Looks

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Creative 19

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IN THE MOOD Fall Preview 2016 - Display Directives

Design Education Item

Description

Theme: Grand Opening for Autumn

The design of the display promotes a new retail venture that coincides with the quickly approaching autumn season.

Sub-Theme: Preview of Fall Fashion

The display showcases the newest autumn apparel offerings, focusing on a variety of cooler-weather textures and a specific, fall-related color palette.

Display Type: Related Merchandise

All mannequins wear layered separates that define “Lab’s” Preview Collection for the autumn season.

Display Setting: Vignette

Composition of the display is a stylized picture of what could be the lobby of a boutique hotel or the foyer of a historic house. It plays with “realistic components” these spaces, but without the detail and realism of the actual setting.

Art / Design Style: Rococo Coloring Book

Rococo inspired furnishings and decor are manifested through a coloring-book, design esthetic.

Attention-Getting Device #1: Color

A display composition is conceived around a cool, autumn-tone, monochromatic color scheme that compliments the neutral and warm color palette of the apparel collection.

Attention-Getting Device #2: Props

A variety of furnishings and decor items are painted and configured to support a seasonal story.

Line Emphasis: Curvilinear

In the foreground, an abundance of display props with soft shapes and smooth edges play off the background of the horizontal lines of the painted brick work.

Balance: Asymmetrical

The weight of the props and mannequins is heaviest on one side of the display or the other.

Rhythm: Repetition

Curvilinear line and soft shapes dominate the design, as well as a variety of props in the display are repeated three-times or more; such as the wall art, the mannequins, and the brick work.

Copy: In the Mood

“In the Mood” speaks to the yearning for a new season as well as the implementation of a new retail venture. “Mood” is tied to emotion and inspiration, It feeds the fashion obsessed by ushering in new offerings to replace the growing staleness of summers collections. It is supported by the color palette and design conception.

Fall Preview 2016 - Display Directives

Design Narrative Socializing in Chic Places Boutique hotels. Luxury spaces. Historical homes. French food. Museum galas. Social affairs. Book lectures. Business dinners. Global affairs. Upscale clothing. Artisan alcohol. Five-star restaurants. Art galleries. Isabella aspires to participate in all things deemed culturally chic. She is the Marie Antoinette of the 21st Century. She has a passion for art, design, politics, and knowledge. She travels to Paris to work the excitement of Fashion Week, and to Prague to study its historic architecture. She sips wine with her boyfriend in the Tuscan countryside. She party hops all night in Manhattans downtown. Isabella is not a barroness or an heir to a fortune, but she aspires to be financially comfortable and live the lifestyle of the more privileged. In her young age, she practices with every cent she makes. But she does it smart. She buys designer clothing at discounted prices. She attends catered events. She networks and makes connections with successful people. She goes to the free days at the museums. Isabella is a tall and attractive female. She surrounds herself with good-looking and well-appointed individuals. They are smart and funny. And like Isabella, they are aware of real values, and understand that being chic isn’t about being superior and snobbish, but about living an “aspirational” life. Isabella strives for that life.

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Fall Preview 2016 - Display Directives Floating Spheres

Debbie Harry

Furniture & Tiled Walls

Essence of Fall

Inspiration

DIY Art

Rococo

Cartoonish

Vignette Setting

25 Interior Design Vignette Setting

Painted Furnishings

Wig Styling

Mannequin Faces

Gold Accents and Feminine Lines

Paper Lanterns

Fall Art

Black Outlining

Concept

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Display Palette Equinox Sky

Moon

First Star

High Cloud

MId-Night

Entering Space

Faraway Planet

Earth

Aurora Borealis

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Atmosphere

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IN THE MOOD

Fall Preview 2016 - Display Directives Adjust design execution to actual space proportions, available props, and sourced materials. Design is to scale based on the following display dimensions 13'-wide x 4'-deep x 9'-high.

Window Display - A1

IN THE MOOD

29 Adjust design execution to actual space proportions, available props, and sourced materials. Design is to scale based on the following display dimensions 13'-wide x 4'-deep x 9'-high.

Window Display - A2

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IN THE MOOD

Window Display - A3

IN THE MOOD

31 Adjust design execution to actual space proportions, available props, and sourced materials. Design is to scale based on the following display dimensions 13'-wide x 4'-deep x 9'-high.

Window Display - A4

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Feature Displays - A1

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Feature Displays - A2

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Feature Displays - A3

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Feature Displays - A4

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Implementation 37

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A D

E C

C K

H I

K C

F G K L

IN THE MOOD

B Fall Preview 2016 - Display Directives

Display Key Item A

Back Drop * Painted Brick Work

Flooring * Painted Planks

C D

Prop * Paper Lanterns Prop: * Art Work

Prop * Mirror

Prop: * Cabinet or Table

Prop: * Chairs

H-J K L

Prop: * Decor items Prop: * Mannequins & Clothing - Consult “pull-sheet” for product SKUs Copy: * “In the Mood”

Description

Directives

Color: Consult display palette ... black outlines Material: Matte, latex paint Size: Use best design judgement Amount: Open Color: Same color as painted bricks ... black outlines Material: Matte, latex paint Size: Entire floor Amount: Open Color: Same color as floor / bricks Material: Rice paper Size: 16” x 16” Amount: 4 units Color: Background (same color as floor / bricks) ... black outlines Material: Pine Wood Strips (frame) and masonite or hardboard (surface) Size: 2’w x 4’h x 2”d Amount: 2-5 units (adjust to window display space) Color: Gold metallic Material: Open Size: Open (use best design judgement) Shape: Oval Amount: 1 Color: Same color as floor / bricks ... black outlines Material: Open Style: Feminine lines Size: Open Amount: 1-2 units Color: Same color as floor / bricks Material: Open Style: Feminine lines Size: Dining Amount: 2-3 units Color: Gold tones Material: Open Size: Open (use best design judgement) Amount: Open Color: White Type / Material: Realistic made semi-realistic; standing / sitting Size / Sex: Full-body; female Amount: 2-4 units (use best design judgement) Color: Gold ... black outlines Size: 12”h x ...

Materials: Vinyl Amount: 1 unit

A. Use a level and chalk string for alignment. Use a large sponge rolled with paint to create bricks. Outline with a black marker and straight edge when complete. B. Paint floor with a roller. Use a black marker and straight edge for plank outlining. C. Spray paint purchased lanterns with similar hue to bricks and floor. D. Build canvas with designated materials (see materials page) and to designated dimensions. Paint background same hue as bricks and floor. Paint fall-related item in foreground with gold color paint or gold metallic paint. Outline with black marker. Hang all art level and at eye height. E. Source gold mirror. F. Source appropriate size cabinet or table and paint the same hue as bricks and floor. G. Source appropriate style chairs and paint the same hue as bricks and floor. H-J. Source gold or brass decor items or paint items with gold metallic paint. K. Paint mannequins white using spray paint. Paint lips red. Create eyelashes from black cardstock. Style mannequins in the vain of the “The Looks” page. Cut and style wigs into chopped and chaotic bobs. L. Contract with sourced print shop to create copy to be mounted to window glass.

Note: 1. Displays are open to alteration (unless otherwise stated) based on space dimensions, available materials, and sources. Integrity and quality are not to be compromised. 2. All items are to be sourced for this display.

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Materials & Tools Item A; B

E-G

H-J

Description Paint * Type - Latex * Finish - Flat or Satin * Color - See Color Palette * Amount - 1-gallon Paper Lanterns * Type - Rice Paper * Size - 16” * Color - White * Amount - 4 units Surface Panel * Type - Hardboard * Color - Not applicable * Size - 2’ x 4’ * Amount - Open Mirror * Type - Framed Oval * Color - Gold * Size - Up to 2’ x 4’ * Amount - 1-unit Decor Items * Type - Variety * Color - Gold / Brass * Size - Variety * Amount - Open Wigs * Type - Straight * Length - Chin or longer * Color - Open * Amount - Open Vinyl Lettering * Type - Window * Amount - 1-unit

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Sponge * Size - 4” x 8” * Amount - 1-unit per window

Paint Brushes * Size - Variety * Type - Variety * Amount - Open

Paint * Type - Spray * Finish - Flat or Satin * Color - See Color Palette * Amount - Open Wood Strips * Type - Pine or Fur * Color - Not applicable * Size - 1” x 2” x 8’ * Amount - Open Furniture * Type - Chair * Style - Vintage Dining * Golor - Open * Amount - 3-units

Monofilament * Type - Thin * Color - Clear * Amount - Open

Paint * Type - Spray * Finish - Flat * Amount - Open

Paint * Type - Acrylic * Finish - Satin to Gloss * Color - Red * Amount - 3-oz

Paint * Amount - See item “A”

Furniture * Type - Table / Cabinet * Style - Vintage * Golor - Open * Amount - 1-unit

Paint Pen or Marker * Color - Perm Black * Size - Variety * Amount - Open

Paint * Type - Oil or acrylic * Finish - Satin to Gloss * Color - Gold Metallic * Amount - 1-quart Paint * Amount - See item “A”

Paper * Type - Cardstock * Color - Black * Size - 8.5” x 11” * Amount - 1-sheet

Paint Roller Drop Cloth Level Chalk Line Measuring Tape Step Ladder Scissors Measuring Tape Step Ladder Paint Brushes * Size - Variety * Type - Variety * Amount - Open

Paint Pen or Marker * Color - Black * Size - Varietyy * Amount - Open

Paint Brushes * Size - Variety * Type - Variety * Amount - Open

Paint Pen or Marker * Color - Perm Black * Size - Variety * Amount - Open

Glue * Type - Paper * Color - Clear * Amount - 3-oz

Tape * Type - Double-sided * Style - Sponge * Size - 1/2” to 1” * Amount - Open

Pencil Level Measuring Tape Hammer & Nails Step Ladder Pencil Drop Cloth Measuring Tape Hammer & Nails Step Ladder

Sandpaper Drop Cloth Scissors Eye Screws Wire Level Measuring Tape 40

Sourcing Art Materials • Beverly’s • Blick • Cheap Joe’s • Create for Less • Flax • Joann Fabrics • Michaels • Utrecht Construction and Hardware • Ace • Craigslist • Home Depot • Lowe’s • Salvage Yards • Tractor Supply • True Value

Craft Items • Beverly’s • Create for Less • Hobby Lobby • Home Depot • Joann Fabrics • Lowes • Michael’s • Oriental Trading • Save on Crafts Furnishings and Decor • Consignment Stores • Craigslist • Flea Markets • Goodwill • Ikea • Salvation Army • Yard Sales

Painting Projects • Benjamin Moore Paints • Big Lots • Blick • Dollar Tree • Joann Fabrics • Kelly-Moore Paints • Michaels • Sherwin Williams Paper • Blick • Kelly Paper • Joann Fabrics • Michaels • Paper Source Party Decor • Beverly’s • Dollar Tree • Michaels • Oriental Trading • Party City

* Store visual teams are responsible for sourcing local alternatives for cost-saving measures or expedited situations.

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Task Management Task

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Individual A

Individual B

Assigned

Due

Compl-1 Compl-2

OTD?

Required Reading 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. Store appropriately to eliminate damage. 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” (unless that is the look). 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. Always SPRAY ADHESIVE and PAINT on a large, protected area in a ventilated room. Where available, use all spray chemicals out of doors. 7. Tacks & small nails can be utilized as a substitute to push pins on walls. 8. Attach hanging items to ceiling grid. 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 (inside and outside of display). This includes vacuuming and polishing 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. 43

Fall Preview 2016 - Display Directives

Lab