Cutting Through the Clutter

Creating a standout campaign in a busy retail environment is always a challenge. Distracted consumers are so bombarded with messages that they often become immune to the promotions around them. The best promotions combine creative ideas with a detailed understanding of the mind-set of the consumers and the surrounding environment.

In a busy shopping environment most promotions are at eye level making it a cluttered space, so by looking higher and creating something much larger, you ensure that the promotion is seen from a distance and less likely to be missed. Fusion Imaging used both scale and originality to design a wrap of a huge glass elevator shaft in the center of a shopping concourse. This ensured the promotion would be seen from all sides and by more consumers.

The solution

The result was an impressive promotion for its client Ann Taylor with the very glamorous Kate Hudson taking center stage. In addition to creating a stunning campaign for the Ann Taylor brand, the promotion has been highly successful in driving traffic to the Ann Taylor concession in Bloomingdales, New York.

The unique qualities of see-through graphics make it the ideal product for environments with large areas of glass. Using a solid material would have blocked out all natural daylight and obscured the view, making the elevator feel very dark and claustrophobic. Choosing Contra Vision (Booth 1819) Performance, white on black material with 30 percent transparency ensured the image had real impact and that shoppers inside the elevator were able to see out. This proves yet again that see-through graphics can be added to any store window or glass fronted element to provide a sensational branding or promotion piece.

This installation was printed and installed by Fusion Imaging, who chose Contra Vision material for the quality of the see-through aspects, strength of image and of course, ease of application and removal which all combined to create an installation that delivers on all levels.