Brooklyn Clothing Co:
Window display pitch, design, and installation for a local Vancouver-based menswear boutique
The Pitch & Design
Brooklyn Clothing Co. needed a new window display. Given the owner’s parameters, my team and I developed a proposal based on merchandise carried in-store.
My display concept (above) titled ‘laser legs’, featured KATO-brand jeans which used laser technology to distress denim as opposed to standard stone-wash distressing, which involves significant water waste. This addresses sustainability concerns in the industry while acting as a conversation piece.
This mockup shows the denim, backed by wood and illuminated with LED strip lights for visibility, shows KATO denim suspended with industrial-looking clamps (mens workwear reference) and used fake lasers to catch the eye of window-shoppers. The idea was that the display would prompt customers to come inside to learn more [about why pants had lasers pointed at them] and open up a selling opportunity.
The Installation
In the weeks to follow as the display boards were being assembled, the owner decided he preferred a display that could be easily switched out month-to-month. He feared the precarious nature of the fake lasers would be too much of a hassle for store staff to maintain, and therefore the ‘lasers’ themselves were abandoned. However, in the end the team and I were still able to remove the unsightly window bars to improve visibility (installed 20 years prior when Yaletown was crime-ridden) and install 3 handmade wooden display boards as permanent fixtures in the store. 2 boards were hung from the 30-ft ceiling (one with shelves and hooks for smaller items), and the third was built as a standing display. Pictured above is the single-pant hanging fixture.
Pictured above is the hanging fixture with accessory shelves, positioned beside the store entrance.
Pictured above is the free-standing fixture, positioned furthest from the store entrance.