Project leader. Ivo Bisognano // Project advisor. Gianfranco OlivottoTeam members. Ece Hanoğlu, Manalea Kakhia, Renuka Girishkumar, Yichen Lin

Master in Fashion Styling and Visual Merchandising. Academic Year Sept. 2015

Workshop 02. Window Display : A Strategy For Visual Communication For Atos Lombardini

retail & visual merchandising

History &

Brand

Atos Lombardini is an Italian Brand based in Bologna that boasts of “I AM ITALIAN”. As a family owned business it has established itself as a renowned global brand for over two and a half decades. The brand is Synonymous with heritage, consistency and innovation.

Born in BolognaFamily BusinessI am Italian

Womenswear and accessories

HeritageInnovation Consistency

dna

25 - 40years old woman

Awomanwhokeepsaneyeonnewfashiontrendsandstyleswhilepayinga5en6ontothequalityof

herownclothes.

Target

Competitor analysis

Company focus Infusing historical values such as culture, art, colours of the landscape, Innovation, Commitment, STRONG IDENTITY, EVERYTHING ITALIAN. Only Italian Fashion brand in Jewellery and Watch making segment.

Design focus Carefully thought-out selected moods of the season.

Refinement and Simplicity and tangibility focused communication and global expansion future plans.-1500 points of sale and selected showrooms -130 boutiques in Italy and 110 stores worldwide in Europe and Asia

Competitor analysis

Company focus Refinement of female aesthetics, Accurate study of latest trends, Close sense of Observation of Metropolitan taste, Coherence of Product imagery to Italian Identity, Determined, Simple and Sophisticated, Avant-garde, Timelessness.

Design focus Value of Femininity.

Established in 1998 as CEYLN in Bologna, re-established as Elisabetta Franchi in 2012. Elisabetta Franchi is the heart and soul of CELYN b. fashion line.

Communication message focus on Precision and Coherence Evolution from Fast Fashion brand to a Fashion Brand - More than 30 flagship stores across Europe, Russia, Africa and Middle East

Competitor analysis

Company focus Refinement of female aesthetics, Accurate study of latest trends, Close sense of Observation of Metropolitan taste, Coherence of Product imagery to Italian Identity, Determined, Simple and Sophisticated, Avant-garde, Timelessness.

Design focus Value of Femininity.

Company focus Timeless Contemporary Elegance, Technological Innovations, Value of craftsmanship, Feminine, Original.

Design focus Embroideries, Hand-made appliqués and Unconventional printing and dying techniques. From sweaters to Total Contemporary look.

Competitor analysis

Unique positioning

Made in Italy, Modern, Casual, Feminine

Why Atos Lombardini? The Atos Lombardini woman seeks self actualisation for she has transcended

the need for esteem from the world around!!

ContemporaryFeminine

Accessible

Easy to wearModernity

Dynamic Sensual but subtle

Sport StyleMetropolitan

Made in Italy

Keywords

CAREFREEbreezy・jauntyblithe・buoyant

FREEDOMunrestrained・liberty

laissez faireindulgence

FEMININEtender・dainty

effeminate

MODERNITYneoteric・newness

CONTEMPORARYmodern・mod

voguish

ACCESSIBLEEASY TO WEARcomfortable・upbeat

DYNAMICactive・compelling

charismatic

Display

Minimalism

GeometricStructured

Contemporary

Pristine

Symmetric

presentwindows

freedom in every step

Walking in the city “She walks in beauty, like the night

of cloudless climes and starry skies”

- Lord Byron

Creating urban spaces through windows

Objective

A theory of the city, or rather an ideal for the city, against the theories and ideals of urban planners and managers, and to do so, she does not look down at the city as if a high rise building- she walks in it. Walking in the city turns out to have its own logic - its own “ rhetoric”. The walker individuates and make ambiguous the “ legible” order” given to cities. She follows the crowd but in a different way.

Creating a moving window by using both imagination and technical semiotic analysis to show how everyday life of Atos Lombardini women have particular value when it takes place in the gaps of larger power structures.

Video

Story Inspiration

Story Spring Summer '16 - Story Inspiration

moodboardMovie scenes

moodboard

Freedom & Casual

moodboardShadows

moodboard

Box

moodboard

Light

Video

Window Inspiration

Story Spring Summer '16 - Window Inspiration

Sketches & 3d models

PARIS

NEWYORK

PISA

LONDON

Pisa

New York

Paris

London SS16’collection

Inside store

Dogville

NEW

YOR

K.

PARIS.

PISA.

LONDON.

3899

MILAN.

WhiteCardboard

Materials White

Polycarbonate

Budget Polycarbonate. € 4.5 / square meter

€ 0.60 per box

Metallic Strings. € 3 / kilogram

Cardboard. € 0.3 / box

Lights. € 0.5 / box

€ 310 for 4 windows

Card Board : € 225

Plus installation charges

Grazie mille

Ece Hanoğlu Manalea kakhia Renuka Girishkumar Yi Chen Lin