To me this is a superbly successful innovative visual campaign. I am the biggest fan of using art in display. Here they have done it through location specific illustrations. Depending on the grade of each store you may find a line-illustration featuring landmarks from the store’s city in the window display, inside the store on the tables, at and behind the service desk. This type of location-based display customization adds an instant feeling of community and local uniqueness to what would otherwise be just a generic national campaign. I love this idea of acknowledging and connecting to shopper’s greater living space. Social networking is one arm of the new connection to customers, location aware visual merchandising is definitely another key tool in creating engaging emotional connections to the modern shopper.
I first spotted this window display on Ingrid Elizabeth Summers blog showing the Centurion Mall store and I had to go and have a look. Using air tanks as plinths to place the Air Max shoe onto is to the mark.
I decided to explore this campaign a little bit more and found a Nike Air Max launch party post on Don’t Party and a follow-up post on the Run your City mixes available. I also found a Flickr pic of graffiti guerrilla advertising. Then on the official Gallery 4th site (screen grab below) you can view all the visuals of more than air going up .
I like this visual effect at Gallery on 4th in Mellville (image found on Gallery 4th)
Here are some of my photo’s taken at the V&A Waterfront store.
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