Superdry

Snow

The brief

Superdry approached us looking to create a wintery themed window display for their flagship store in Regent Street, London and 48 of their nationwide stores to promote their range of quality sports skiwear.

The display would be part of their #SDMYWAY campaign, where the brand recognises individuals and their own unique styles.

The work

After a thorough detailed brief from the Superdry VM team, our trusted relationship, allowed us creative freedom over the initial window concepts. Our designers set to work coming up with ideas that could showcase at the flagship store and be implemented on a lighter scale at smaller stores as well.

We presented a number of options from which the scheme of snowy ski-like mountains was chosen. This used multiple material, lighting and print techniques to create a unique standout shopfront display.

To create depth, we created a layered mountainous backdrop by wrapping silver metallic vinyl to display board and printing the texture of snowy peaks on top. We also added LED lights behind the top edges of each mountain outline, designed lower-level hills at the front of the window and applied a foggy ski-mist using vinyl for added theatre. This created a contemporary look and feel whilst highlighting the bright colours of the skiwear range.

For the mannequins to stand on, we supplied acrylic, LED illuminating podiums designed to draw passing shopper attention. We then sprinkled sustainable display snow on the floor to hide any cables, plinths and stand feet from sight that could be recycled after use.

On the shopfront glass itself, to the bottom left-hand side we created 3D-effect lettering for the #SDMYWAY badge, giving the perception that the text was breaking through the glass. On the right-hand side we created an illuminated 3D badge.

As part of the campaign, we we’re asked to produce a take-down version to be rolled out across the UK / EU and beyond. Taking the variations in window sizes into account and working closely with Superdry’s in-house VM team, we were able to supply a simpler, yet impactful version of the flagship display across the Superdry estate.

The result

The display proved to be a real showstopper. The use of metallic vinyl, crisp printed white ink and clever use of lighting came together to smash the client brief.

Our client at Superdry said “The snow window really added a different element to our windows. Even with difficult specific requests on lighting the ski logo, KGK Genix stepped up to the challenge and really delivered what we had asked for. The additional props and suggestions made by them really brought the scene together. Really great collaboration as always and always delivering on the vision.”

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