From on Display to the Display Window
This window display struck me as I have seen a very similar concept before. For the past few years I have been following the career of Tobias Wong. In the late 1990’s he had an exhibition in gallery space featuring fan walls. This Nike display window uses the concept but gently tweaks it with a windbreaker addition. The window features a wall of box fans mirroring the gallery pieces however a hanging windbreaker gently sways back and forth. This gives the fan wall a purpose differing from the initial conceptual viewing in the art gallery. It also provides context or “wind” for the jacket.
This tactic is not new by any means in 2006 Target hired high end designer Tord Boontje to design Christmas products as well as an all over store display. A majority of Nike and Target’s customer base is unaware of these designers and their contribution to the contemporary dialogue of design. Each time a mainstream store employs high-end designers the mainstream consumer is exposed to something that was previously confined to art galleries and high end design retail venues like Moss.
This form of marketing gives the company a refreshing feel for people who are unfamiliar with these designers. It benefits the designers as well because people are exposed to their objects and displays in a much more approachable venue opposed to an art gallery or high-end retail design outlet.
2 comments:
I think it’s a great idea that companies such as Target are hiring high end designers to design their products as well as displays for their store because it gives the general public an opportunity to be exposed to work that was once just viewed by individuals interested in design. By doing this it gives greater interaction between designers and the public.
It is good for me because I can get good design at low low low prices.
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