Merchandising Guidelines 2010

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Project Objectives 5In- Store Implementation 7

In-Store Concept

In-Store Execution

Image File Guidelines 9Lightbox

In-Store Animations

In- Store Elements 21Shelf

Counter

Outpost

Window

In-Store Animations 29Shelf

Counter

Outpost

Window

Other Decorations

Technical Information 84In-Store Golden Rules 99

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Project Objectives

L'Eau Ambrée is a new addition to the Prada Classic range, which combines an intricate

and fresh approach to the balance of heritage Amber notes.

The objective at point of sale is to reinforce the position of Prada Parfums

in the feminine offer by launching a pure vision of Amber supported by a strong concept.

With this new launch the whole Amber family will be strengthened.

The bases of the launch are to gain presence at the point of sale and to transmit the values

of the brand with purity and exclusivity.

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In-Store ImplementationIn-Store ConceptThe aim of the In-Store concept is to emphasise the beauty of the visual,

and to glorify the sensation of a work of art, inspired by a 'bas-relief'.

The photography work conveys the desire to prolong the visual and to create a kind of echo.

The shape of the gold mirror reflects the light, creates a surprise and one unconsciously senses

the intensity of gold light.

The mirror gives the impression of a play between women, products and lighting atmospheres.

This classic style combined with an avant-garde note, conveys the most authentic Prada

values and thus create an environment at the point of sale, full of emotion and beauty.

In-Store ExecutionEnsure excellence at the point of sale by creating distinguished atmospheres.

Take advantage of the beauty of the visual to persuade our final consumer,

creating unique Outpost Animations.

We need to ensure that POS installations have a high quality execution.

The International Merchandising Guidelines must be strictly followed.

Any local initiaves must be EXCELENT and all implementations must build the quality

of the Brand, paying extreme attention to detail and luxury.

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lightbox

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lightbox

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The L’Eau Ambrée advert captures Prada muses playfully and seductively spraying the fragrance on to one another.

The campaign image for 'L'Eau Ambrée, photographed by Steven Meisel, is a modern interpretation of ancient bas-reliefs, echoing elements of Prada’s spring/summer 2009 campaign.

Image File Guidelines Lightbox In-Store Animations

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The L’Eau Ambrée advert captures Prada muses playfully and seductively spraying the fragrance on to one another.

The campaign image for 'L'Eau Ambrée, photographed by Steven Meisel, is a modern interpretation of ancient bas-reliefs, echoing elements of Prada’s spring/summer 2009 campaign.

Image File Guidelines Lightbox In-Store Animations

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main visual / ligHTbOx

Order all visuals from the Image Library.

Main VisualVertical

Main VisualHorizontal

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lightbox

in-store animations

lightbox

in-store animations

Order all visuals from the Image Library.

Main VisualSquare

Main VisualSuper Vertical

Main VisualSuper Horizontal

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lightbox

in-store animations

Order all visuals from the Image Library.

Main VisualSquare

Main VisualSuper Vertical

Main VisualSuper Horizontal

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main visual middle easT / ligHTbOx

Order all visuals from the Image Library.

Main VisualVertical

Main VisualHorizontal

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lightbox

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lightbox

in-store animations

Order all visuals from the Image Library.

Main VisualSquare

Main VisualSuper Vertical

Main VisualSuper Horizontal

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lightbox

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Order all visuals from the Image Library.

Main VisualSquare

Main VisualSuper Vertical

Main VisualSuper Horizontal

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main visual / in-sTORe animaTiOns

This special crop must be used only for the Outpost and Window Animation proposal, where we can play with the mirror-effect sides. You will need to attach

a draft of the proposal when ordering the image in order to verify the correct visual crop. Keep in mind that this procedure will take more time than usual.

Order all visuals from the Image Library.

Special Visual Vertical

Special VisualHorizontal

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main visual middle easT / in-sTORe animaTiOns

This special crop must be used only for the Outpost and Window Animation proposals, where we can play with the mirror-effect sides. You will need to attach

a picture or draft of the proposal when ordering the image in order to verify the correct visual crop. Keep in mind that this procedure will take more time than usual.

Order all visuals from the Image Library.

Special Visual Vertical

Special VisualHorizontal

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PaCksHOT visual

Order all visuals from the Image Library.

Packshot VisualVertical

Packshot VisualHorizontal

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lightbox

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Order all visuals from the Image Library.

Packshot VisualSquare

Packshot VisualSuper Vertical

Packshot VisualSuper Horizontal

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The Point of Sale Elements emphasise the play between women, products and lighting atmospheres. The shape of the gold mirror reflects the light, creating a surprise and a kind of echo.

In-Store Elements Shelf Counter Outpost Window

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shelf

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Shelf Tester StandRef. 65036838185 mm x 190 mm x 84 mmMaterial: Metal and Plexiglass(Tester not included)

Shelf AnimationRef. 65036869310 mm x 190 mm x 110 mmMaterial: Metal(4 elements)(Shelf Tester Stand and Boxes not included)

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Showcase DecorationRef. 65036883360 mm x 50 mm x 180 mmMaterial: Metal and Plexiglass(Dummies not included)

Counter Tester StandRef. 65036880430 mm x 318 mm x 135 mmMaterial: Metal and Plexiglass

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Giant DummyRef. 65036867155mm x 293mm x 300mmMaterial: Metal and Plexiglass

Deluxe DummyRef. 6503689680mlMaterial: Metal and Plexiglass

Set of DummiesRef. 65036923 80ml / 80ml Deluxe / 2 units 80ml packaging 50ml / 1 50ml packaging Material: Metal and Plexiglass

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Merchandiser OutpostRef. 65036885430 mm x 1413 mm x 292 mmMaterial: Metal and Plexiglass

Giant DummyRef. 65036867155mm x 293mm x 300mmMaterial: Metal and Plexiglass

PodiumRef. 65036884430 mm x 850 mm x 230 mmMaterial: Metal

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Window Display + Dummies Ref. 650368621200 mm x 760 mm x 365 mmMaterial: Metal and Plexiglass

Banner OutpostRef. 65036839500 mm x 1500 mm x 50 mmMaterial: Cardboard and Metal

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Banner WindowRef. 65036866500 mm x 890 mm x 120 mmMaterial: Cardboard

Window ShowcardRef. 65036864950 mm x 890 mm x 120 mmMaterial: Cardboard

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Create attractive Outpost and Window Animations to build a unique shopping experience at the point of sale to engage the shopper with an authentic and emotional Prada story.

In-Store AnimationsShelf Counter Outpost Window Other Decorations

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pRODUCT SHElF lAyOUT GUIDElINES

1 Do not mix universes.

2 Always display Shelf Tester stand and Testers, in the centre of the shelf and align them all vertically.

They are key to selling the fragrance.

3 Products should be displayed from left to right, starting with fragrances to ancillaries.

Split the shelf between 80% fragrances and 20% ancillaries.

Follow the interactive product shelf layout programme to display the shelves correctly when the launch period is over.

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SHElF ANIMATION GUIDElINES

The objective of the Shelf Animation is to dress the shelf with the Main Visual.

Each animation shelf has 4 elements and can cover a 50 cm or a 90 cm Shelf, depending on the elements used.

200 cm 110 cm

50 CM VErSiOn WiTh 2 ElEMEnTS 90 CM VErSiOn WiTh 4 ElEMEnTS

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USE Of ShElf AniMATiOn

USE Of SlEEVErS

Display the Shelf Animation at eye level. On other shelves, just display the Shelf Tester Stand. Don't use sleevers.

Display 2 Sleevers in a balanced way on each shelf. follow the diagram.

nOTE: never display Shelf Animation and Sleevers together.

2 sleevers 2 sleevers

2 sleevers 2 sleevers

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bACkWAll WOMAn 80CM / lAUnCh PEriOD

3 shelves

2 shelves

4 shelves

nOTE: if your country has Prada Tendre in stock it should be displayed together with Classics.

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bACkWAll WOMAn 80CM / lAUnCh PEriOD

5 shelves6 shelves

nOTE: if your country has Prada Tendre in stock it should be displayed together with Classics.

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4 shelves

bACkWAll Mix 80CM / lAUnCh PEriOD

2 shelves

3 shelves

nOTE: The Prada Man packaging is not the final design. if your country has Prada Tendre in stock it should be displayed together with Classics.

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5 shelves

bACkWAll Mix 80CM / lAUnCh PEriOD

6 shelves

nOTE: The Prada Man packaging is not the final design. if your country has Prada Tendre in stock it should be displayed together with Classics.

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COUNTER PERSONALISED

1 Counter Tester Stand / Ref. 65036880

2 Showcase Decoration / Ref. 65036883

3 Corporate Counter Tester Stand /

Showcase Detail1

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IMPORTANT: L'Eau Ambree Visuals must be the main focus on lightboxes.

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COUNTER 1 SEMI PERSONALISED

1 Corporate Counter Tester Stand2 Counter Tester Stand / Ref. 65036880

3 Showcase Decoration / Ref. 65036883

4 Shelf Animation / Ref. 65036869

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Locally Built

A Black Base

Refer to the Technical Information chapter

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COUNTER 2 SEMI PERSONALISED

1 Counter Tester Stand / Ref. 65036880

2 Corporate Counter Tester Stand3 Showcase Decoration / Ref. 65036883

2 3 1

Locally Built

A Base

Refer to the Technical Information chapter

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oUtpost AniMAtion GUiDeLines

1 The flooring is key to delimit the space dedicated to the Brand Animation correctly.

2 Install a backwall with visual to play with the mirror echoing.

3 Ensure that testers are available in all Outpost Animations and that they are close to the product stock.

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1 x 1 oUtpost

1 Counter Tester Stand / Ref. 65036880

2 Podium / Ref. 65036884

3 Merchandiser Outpost / Ref. 65036885

4 Banner Outpost / Ref. 65036839

Locally Built

A Flooring

Refer to the Technical Information chapter

IMPORTANT: Any promotional Outpost Animation should be placed close to the selling area of the Brand.

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Locally Built

A Flooring

Refer to the Technical Information chapter.

2 x 1 oUtpost

1 Counter Tester Stand / Ref. 65036880

2 Podium / Ref. 65036884

3 Merchandiser Outpost / Ref. 65036885

4 Banner Outpost / Ref. 65036839

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SELLINg AREA

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2 x 1 oUtpost WitH BACKWALL

1 Merchandiser Outpost / Ref. 65036885

SELLINg AREA

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A FlooringB Backwall

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Top view

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2 x 1 oUtpost WitH BACKWALL

1 Counter Tester Stand / Ref. 65036880

2 Podium / Ref. 65036884

Locally Built

A FlooringB Backwall

Refer to the Technical Information chapter

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BPROMOTIONAL AREA

Top view

Any promotional Outpost Animation should be placed close to the selling area of the Brand.

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1 Counter Tester Stand / Ref. 65036880

2 Podium / Ref. 65036884

3 Merchandiser Outpost / Ref. 65036885

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A FlooringB Backwall

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Locally Built

A FlooringB Backwall

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3 x 3 oUtpost

1 Merchandiser Outpost / Ref. 65036885

2 Podium / Ref. 65036884

3 Counter Tester Stand / Ref. 65036880

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BACK VIEW 1 BACK VIEW 2

Locally Built

A FlooringB Backwall

Refer to the Technical Information chapter

3 x 3 oUtpost

1 Merchandiser Outpost / Ref. 65036885

2 Podium / Ref. 65036884

3 Counter Tester Stand / Ref. 65036880

4 Shelf Tester Stand / Ref. 65036838

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4 x 4 oUtpost

1 Counter Tester Stand / Ref. 65036880

2 Podium / Ref. 65036884

3 Merchandiser Outpost / Ref. 65036885

4 Set of Dummies / Ref. 65036923

Locally Built

A FlooringB BackwallC Plasma screen

Refer to the Technical Information chapter

FRONT VIEW

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Top view

4 x 4 oUtpost

4 giant Dummy / Ref. 65036867

Locally Built

A FlooringB Backwall

C golden Prada L'Eau Ambrée logotype

Refer to the Technical Information chapter

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FRONT VIEW

Top view

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1

CirCLe spACe

1 Counter Tester Stand / Ref. 65036880

2 Podium / Ref. 65036884

3 Merchandiser Outpost / Ref. 65036885

Locally Built

A FlooringB Backwall

Refer to the Technical Information chapter

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SIDE VIEW

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1 Counter Tester Stand / Ref. 65036880

2 Podium / Ref. 65036884

3 Merchandiser Outpost / Ref. 65036885

Locally Built

A FlooringB Backwall

Refer to the Technical Information chapter

1

2

in-s

tor

e An

iMAt

ion

s

shelf counter

outpost

window

other decorations

55 in-s

tor

e G

LoD

en r

ULe

ste

CHn

iCAL

in

For

MAt

ion

55 in-s

tor

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LoD

en r

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ste

CHn

iCAL

in

For

MAt

ion

54

NOTE: This is a special Outpost Animation which can be implemented in key retailers.

speCiAL poDiUM

55 in-s

tor

e G

LoD

en r

ULe

ste

CHn

iCAL

in

For

MAt

ion

55 in-s

tor

e G

LoD

en r

ULe

ste

CHn

iCAL

in

For

MAt

ion

in-s

tor

e An

iMAt

ion

s

shelf counter

outpost

window

other decorations

NOTE: This is a special Outpost Animation which can be implemented in key retailers.

speCiAL poDiUM

57 IN-S

TOR

E G

LOD

EN R

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STE

CHN

ICAL

IN

FOR

MAT

ION

56

IN-S

TOR

E AN

IMAT

ION

S

shelf

counter

outpost

window

other decorations

window

IN-S

TOR

E

ANIM

ATIO

NS

shelf counter

outpost

window

other decorations

57 IN-S

TOR

E G

LOD

EN R

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CHN

ICAL

IN

FOR

MAT

ION

wINDOw ANIMATION GUIDELINES

In order to create successful Windows you will need to take into consideration the following during their installation:

1 The flooring is key to delimit the L'Eau Ambrée implementations, particularly in wholesale distribution.

2 Put a Backwall in place to delimit the dedicated space. This will emphasise the beauty of the visual, the aim of the In-Store concept.

3 Ensure the lighting is correct to highlight all Point of Sale elements.

58 59

IN-S

TOR

E AN

IMAT

ION

S

shelf counter

outpost

window

other decorations

wINDOw 2 x 1 / HIGH

1 Window Display with Dummies / Ref. 65036862

1

A

B

Locally Built

A FlooringB BackwallC Mirror Side

Refer to the Technical Information chapter

C

IN-S

TOR

E

ANIM

ATIO

NS

IN-S

TOR

E G

LOD

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STE

CHN

ICAL

IN

FOR

MAT

ION

59

shelf counter

outpost

window

other decorations

1

2A

B

C

wINDOw 3 x 1 / HIGH 1 Window Display with Dummies / Ref. 65036862

2 Showcase Decoration / Ref. 65036883

Locally Built

A FlooringB BackwallC Mirror Side

Refer to the Technical Information chapter

60

shelf counter

outpost

window

other decorations

61

IN-S

TOR

E AN

IMAT

ION

S

wINDOw 4 x 1 / HIGH 1 Window Display with Dummies / Ref. 65036862

2 Showcase Decoration / Ref. 65036883

Locally Built

A FlooringB BackwallC Mirror Sides

Refer to the Technical Information chapter

2

1

A

B

C

C

60

IN-S

TOR

E

ANIM

ATIO

NS

shelf counter

outpost

window

other decorations

IN-S

TOR

E G

LOD

EN R

ULE

STE

CHN

ICAL

IN

FOR

MAT

ION

61

wINDOw 7 x 1 / HIGH

1 Window Display with Dummies / Ref. 65036862

2 Giant Dummy / Ref. 65036867

1

2

Locally Built

A FlooringB BackwallC Mirror SidesD Giant Dummy PlatformRefer to the Technical Information chapter

C

C

DA

B

6362

shelf counter

outpost

window

other decorations

63

IN-S

TOR

E AN

IMAT

ION

S

wINDOw 2 x 1 / LOw

1 Podium / Ref. 65036884

2 Giant Dummy / Ref. 65036867

Locally Built

A FlooringB BackwallC Mirror SideD Golden Prada l'Eau Ambrée logotype

Refer to the Technical Information chapter

1

2

A

D

B

C

6362 63

IN-S

TOR

E

ANIM

ATIO

NS

shelf counter

outpost

window

other decorations

IN-S

TOR

E G

LOD

EN R

ULE

STE

CHN

ICAL

IN

FOR

MAT

ION

wINDOw 3 x 1 / LOw 1 Podium / Ref. 65036884

2 Giant Dummy / Ref. 65036867

Locally Built

A FlooringB BackwallC Mirror SideD Golden Prada l'Eau Ambrée logotype

Refer to the Technical Information chapter

1

2

A

D

B

C

shelf counter

outpost

window

other decorations

6564

IN-S

TOR

E AN

IMAT

ION

S

wINDOw 4 x 1 / LOw 1 Podium / Ref. 65036884

2 Giant Dummy / Ref. 65036867

Locally Built

A FlooringB BackwallC Mirror SideD Golden Prada l'Eau Ambrée logotypeE Wall with plasma screen

Refer to the Technical Information chapter

1

2

A

D

B

CCE

shelf counter

outpost

window

other decorations

IN-S

TOR

E G

LOD

EN R

ULE

STE

CHN

ICAL

IN

FOR

MAT

ION

IN-S

TOR

E

ANIM

ATIO

NS

65

wINDOw 7 x 1 / LOw

1 Podium / Ref. 65036884

2 Giant Dummy / Ref. 65036867

Locally Built

A FlooringB BackwallC Mirror SideD Golden Prada l'Eau Ambrée logotypeE Wall with plasma screens

Refer to the Technical Information chapter

C

CE

1

2

A

D

B

66

IN-S

TOR

E

ANIM

ATIO

NS

shelf counter

outpost

window

other decorations

67

wINDOw 7 x 1 / DELUxE 1 Podium / Ref. 65036884

2 Giant Dummy / Ref. 65036867

C

C

E

1

2

A

D

B

Locally Built

A FlooringB BackwallC Mirror sidesD Golden Prada l'Eau Ambrée logotypeE Wall with plasma screen

Refer to the Technical Information chapter

IN-S

TOR

E AN

IMAT

ION

S

shelf counter

outpost

window

other decorations

IN-S

TOR

E G

LOD

EN R

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STE

CHN

ICAL

IN

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MAT

ION

67

SpECIAL wINDOw CONFIGURATION

696968

in-s

tor

eAn

iMAt

ion

s

shelf

counter

outpost

window

other decorations

other decorAtions

6969

in-s

tor

e An

iMAt

ion

s

shelf counter

outpost

window

other decorations

in-s

tor

e G

Lod

en r

ULe

ste

cHn

icAL

in

For

MAt

ion

personALised GondoLA

1 Counter Tester Stand / Ref. 65036880

2 Shelf Tester Stand / Ref. 65036838

Locally Built

A Base B Shelves

Refer to the Technical Information chapter

1

2

A

B

7170

in-s

tor

e An

iMAt

ion

s

shelf counter

outpost

window

other decorations

71

personALised GondoLA

1 Counter Tester Stand / Ref. 65036880

2 Shelf Tester Stand / Ref. 65036838

Locally Built

A Base B BackgroundC Shelves

Refer to the Technical Information chapter

1

2

A

B

C

7171

poin

t o

F sA

Le

AniM

Atio

nin

-sto

re

AniM

Atio

ns

shelf counter

outpost

window

other decorations

in s

tor

e G

Lod

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ste

cHn

icAL

in

For

MAt

ion

71 in-s

tor

e G

Lod

en r

ULe

ste

cHn

icAL

in

For

MAt

ion

personALised GondoLA

1 Counter Tester Stand / Ref. 65036880

Locally Built

A Base B BackgroundC Shelves

Refer to the Technical Information chapter

1

A

B

C

in-s

tor

e An

iMAt

ion

s

shelf counter

outpost

window

other decorations

737372

personALised GondoLA

1 Shelf Tester Stand / Ref. 65036838

fRonT VIEW BACk VIEW

Locally Built

A Base B ShelvesC Wall with plasma screenD VisualRefer to the Technical Information chapter

72

1

A

B

C D

7373

in-s

tor

e An

iMAt

ion

s

shelf counter

outpost

window

other decorations

in-s

tor

e G

Lod

en r

ULe

ste

cHn

icAL

in

For

MAt

ion

personALised GondoLA

1 Counter Tester Stand / Ref. 65036880

2 Shelf Tester Stand / Ref. 65036838

Locally Built

A Base B ShelvesC BackgroundD Visual

Refer to the Technical Information chapter

1

2

A

B 2

A

B

C

D

73

in-s

tor

e An

iMAt

ion

s

shelf counter

outpost

window

other decorations

757574

fRonT VIEW BACk VIEW

personALised coLUMn

1 Shelf Tester Stand / Ref. 65036838

1

Locally Built

A Column B ShelvesC Visual

Refer to the Technical Information chapter

A

B C

7575

in-s

tor

e An

iMAt

ion

sin

-sto

re

GLo

den

rU

Les

tecH

nic

AL

inFo

rM

Atio

n

shelf counter

outpost

window

other decorations

1

personALised GondoLA

1 Shelf Tester Stand / Ref. 65036838

2 Giant Dummy / Ref. 65036867

Locally Built

A Base B ShelvesC Visual

Refer to the Technical Information chapter

1

A

B

C

1

A

B

C

2

in-s

tor

e An

iMAt

ion

s

shelf counter

outpost

window

other decorations

777776

FULLy personALised coLUMn

1 Shelf Tester Stand / Ref. 65036838

Locally Built

A ShelvesB VisualC Canopy with Logotype

Refer to the Technical Information chapter

D

B C

1

7777

shelf counter

outpost

window

other decorations

in-s

tor

e G

Lod

en r

ULe

ste

cHn

icAL

in

For

MAt

ion

in-s

tor

e An

iMAt

ion

s

Anti roBBery sHop entrAnce

Cover the anti-robbery entrance with a big sleever to hide the original structure using the L’Eau Ambrée vertical visual on bothsides. The joins must be covered in white.

in-s

tor

e An

iMAt

ion

s

shelf counter

outpost

window

other decorations

78 79

cLosed corridor

Decorate Columns and Corridors following L'Eau Ambrée colour and material codes. Try to make the most of the TV Spot, installing plasma screens, whenever possible. Please contact the International In-store Marketing Department to request special layouts.

78 79

in-s

tor

e An

iMAt

ion

s

shelf counter

outpost

window

other decorations

in-s

tor

e G

Lod

en r

ULe

ste

cHn

icAL

in

For

MAt

ion

enGrAvinG event

To decorate other complementary spaces such as an engraving event, please refer to the technical information chapter.

80

in-s

tor

e An

iMAt

ion

s

shelf counter

outpost

window

other decorations

8181

otHer decorAtion

Please contact the International In-Store Marketing Department to request special layouts and Visual crops.

80 8181

in-s

tor

e An

iMAt

ion

s

shelf counter

outpost

window

other decorations

in-s

tor

e G

Lod

en r

ULe

ste

cHn

icAL

in

For

MAt

ion

otHer decorAtion

Please contact the International In-Store Marketing Department to request special layouts and Visual crops.

TECH

NIC

AL

INFO

RM

ATIO

N

IN-S

TOR

E G

OLD

EN R

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STE

CHN

ICAL

IN

FOR

MAT

ION

Technical Information

TECH

NIC

AL

INFO

RM

ATIO

N

84

For Corporate Stands with several lightboxes, we will give total priority to L’Eau Ambrée Visuals

LIGHTbOx CRITERIA

85 IN-S

TOR

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CHN

ICAL

IN

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ION

For Corporate Stands with several fixtures, split Classics and Infusions independently, using lightboxes to reinforce the 2 universes.

TECH

NIC

AL

INFO

RM

ATIO

N

LIGHTbOx CRITERIA

Classic Universe Infusion Universe

86

TECH

NIC

AL

INFO

RM

ATIO

N

IN-STORE ANIMATIONS

COUNTER DETAILS

A Bright painted base. RAL 9010, HR NCS S 0603 G80Y or Pantone 9064C (Pastel Pantone Guide)B Bright black Prada logotype. Order it from Image Library C Matt black cover

C

B

A

87 IN-S

TOR

E G

LOD

EN R

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STE

CHN

ICAL

IN

FOR

MAT

ION

IN-STORE ANIMATIONS

IN-STORE ANIMATION DETAILS

A L’Eau Ambrée visual with bright golden logotype. Order it from Image LibraryB Silver real mirror or Mirrorlite Glassless MirrorC L’Eau Ambrée bright golden logotype. Order it from Image Library D Flooring. RAL 9001 - HR or Pantone 9080C

A B

B

CD

FRONT VIEw BACK VIEw

89

TECH

NIC

AL

INFO

RM

ATIO

N

88

IN-STORE ANIMATIONS

ELEMENTS TO bUILD A bACkwALL

A L’Eau Ambrée Visual with bright golden logotype. Order it from Image LibraryB Silver real mirror or Mirrorlite Glassless Mirror C L'Eau Ambrée bright golden logotype. Order it from Image Library

B

A

C

NOTE: Contact the International In-store Marketing department for specific Outpost Animation measurements

89 IN-S

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CHN

ICAL

IN

FOR

MAT

ION

IN-STORE ANIMATIONS

ELEMENTS TO bUILD A bACkwALL wITH TV

A Built-in Plasma screenB Structure to hold the Plasma screen C Black frame made of plexiglass D Silver real mirror or Mirrorlite Glassless Mirror

B

A

C

D

D

C

A

NOTE: Ensure that all local productions are carried out using good suppliers who make top quality executions

TECH

NIC

AL

INFO

RM

ATIO

N

90

IN-STORE ANIMATIONS

MIRROR SIDES FOR OUTpOST ANIMATIONS

wherever possible produce the mirror sides to play with the Visual in all outpost animations.These sides will be placed at a 60º angle.

60º

91 IN-S

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CHN

ICAL

IN

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IN-STORE ANIMATIONS

Logotype proportions for Special Visual crops

Order all Visuals and Logotypes from the Image Library. The visual and logotype will be delivered together from the supplier

7mm

5 mm

This special crop must be used only for the Outpost and window Animation proposals, where we can play with the mirror-effect sides.You will need to attach a draft of the proposal when ordering the image in order to verify the correct visual crop and logotype as this will be different in Outpost Animation or window. Keep in mind that this procedure will take more time than usual

Make sure the Prada L'Eau Ambrée logotype is framed following the mentioned measurements

92

TECH

NIC

AL

INFO

RM

ATIO

N

IN-STORE ANIMATIONS

wINDOw ANIMATION DETAILS

A L’Eau Ambree visual. Order it from Image LibraryB Silver real mirror or Mirrorlite Glassless MirrorC L'Eau Ambrée bright golden logotype. Order it from Image Library D Flooring. RAL 9001 – HR or Pantone 9080C

B

BB

AA

CC

DD

93 IN-S

TOR

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STE

CHN

ICAL

IN

FOR

MAT

ION

MIRROR SIDES FOR wINDOw ANIMATIONS

wherever possible produce the mirror sides to play with the Visual in all window animations.These sides will be placed at a 60º angle.

IN-STORE ANIMATIONS

60º

TECH

NIC

AL

INFO

RM

ATIO

N

95 IN-S

TOR

E G

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CHN

ICAL

IN

FOR

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94

OTHER DECORATIONS

IN-STORE ANIMATION DETAILS

A L’Eau Ambrée visual. Order it from Image LibraryB Bright painted base. RAL 9010, HR NCS S 0603 G80Y or Pantone 9064C (Pastel Pantone Guide)C Matt black interior shelvesD Bright black Prada logotype. Order it from Image Library E Plasma Screen

C

D

E

B

C

DB

A

C

C

B

AB

C

D

95 IN-S

TOR

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CHN

ICAL

IN

FOR

MAT

ION

OTHER DECORATIONS

LOGO SIZE

The Logotype will be 1/2 of the width

GONDOLA POSITION PROPORTION

1/21/2

TECH

NIC

AL

INFO

RM

ATIO

N

96

OTHER DECORATIONS

LOGO SIZE

The Logotype will be 1/3 of the width

COLUMN POSITION PROPORTION

1/3 1/31/3

COUNTER

NOTE: Use the same Logotype proportion and position for Column and Counter

97 IN-

STO

RE

GLO

DEN

RU

LES

TECH

NIC

AL

INFO

RM

ATIO

N

OTHER DECORATIONS

ENGRAVING EVENT

A Bright painted base. RAL 9010, HR NCS S 0603 G80Y or Pantone 9064C (Pastel Pantone Guide)B Silver real mirror or Mirrorlite Glassless MirrorC Bright black Prada logotype. Order it from Image Library

A

C

B

IN-S

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S

IN S

TOR

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lOD

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S

In-Store Golden Rules

IN-S

TOR

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OlD

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S

IN S

TOR

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lOD

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S

In-Store Golden Rules

IN-S

TOR

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OlD

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S

100

IN-S

TOR

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OlD

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101

Strictly follow the Prada L’Eau Ambrée International Merchandising Guidelines.

Local suppliers must be used to decorate the outpost and window animations properly,

ensuring high quality executions and careful work on all details.

For special In-Store Layouts always contact the International In-store Marketing Department.

COUNTER

5 Decorate counters following the guidelines and never forget the corporate

counter tester stand to continue promoting all fragrances.

6 Display the Showcase Decoration to give a magic touch to the Counters.

IN-STORE GOlDEN RUlES

IN-STORE OUTPOST ANIMATIONS

7 Plan outpost animations in key stores, high-traffic stores and Travel Retail environments.

8 Outpost animations should ALWAYS be placed close to the shelf or have product stock to promote purchase.

9 ALWAYS implement global decorations, creating a L'Eau Ambrée environment with the echoing mirror effect.

10 The OUTPOST MERCHANDISER is the nº1 priority element in outpost spaces.

It generates brand awareness, trial and purchase.

11 Place a Plasma Screen whenever possible to promote the Prada L'Eau Ambrée TV Spot.

SHELF

1 Gain at least one complete shelf for the L'Eau Ambrée fragrance.

2 Display the L’Eau Ambrée product on the priority shelf.

3 Display the L’Eau Ambrée Shelf Tester stand in all distributions where one

complete shelf is dedicated to the launch.

4 Use the Shelf Animation element to decorate the shelf, to communicate

the campaign and to gain impact.

IN-S

TOR

E G

OlD

EN R

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S

100

IN-S

TOR

E G

OlD

EN R

UlE

S

101

WINDOW ANIMATIONS

12 Build decorations only when the window space is fully dedicated to our brand, implement FULL window decorations.

13 Transmit the l'Eau Ambrée concept in the Windows with huge visuals and mirror reflections.

14 Integrate a plasma screen to show the TV Spot in key Windows.

IN-STORE GOlDEN RUlES

IN-STORE OUTPOST ANIMATIONS

7 Plan outpost animations in key stores, high-traffic stores and Travel Retail environments.

8 Outpost animations should ALWAYS be placed close to the shelf or have product stock to promote purchase.

9 ALWAYS implement global decorations, creating a L'Eau Ambrée environment with the echoing mirror effect.

10 The OUTPOST MERCHANDISER is the nº1 priority element in outpost spaces.

It generates brand awareness, trial and purchase.

11 Place a Plasma Screen whenever possible to promote the Prada L'Eau Ambrée TV Spot.

SHELF

1 Gain at least one complete shelf for the L'Eau Ambrée fragrance.

2 Display the L’Eau Ambrée product on the priority shelf.

3 Display the L’Eau Ambrée Shelf Tester stand in all distributions where one

complete shelf is dedicated to the launch.

4 Use the Shelf Animation element to decorate the shelf, to communicate

the campaign and to gain impact.