Out of This World Retail Displays

The brief was to metamorphose five stores across Europe from their cocoon into the celestial moth motif. The concept stores included London, Milan, Paris and Berlin and the team at Imageco was tasked with turning the gothic designs into ethereal live creations. For the Oxford Street Circus East store, we would be joined by Formd to support with the creation and build. The project would encompass a mixture of print and build techniques to give the retail displays an out-of-this-world experience.

Following the cosmic theme, and applying the celestial moth motif of this collection, we curated PVC-free window clings that featured cosmological graphics of constellations and moths with stars and moons in their wings. Each of these were curated using our Efi Vutek printer, which is able to produce high-definition graphics on a variety of substrates, including our PVC-free material.

To draw attention to this impressive collection and to immerse shoppers into an otherworldly experience in-store, plinths were created and surrounded by moss and foliage.

The plinths showcased the celestial boots which were built from bendy plywood and then wrapped in green silver vinyl where the detailed cosmic graphics were intricately printed. The moss base was created from CNC’d plywood with the moss glued into place, and the foliage inserted into a florist oasis.

Aside from the plinths, product displays were dotted throughout the store. To draw attention to the boots and to tie the retail displays into the celestial theme multiple spherical shapes were curated with multi-dimensional layers featuring high-definition product photography. These spheres were created entirely from Xanita board meaning they could be easily recycled after the collection showcase ends. And whilst the full store celestial transformations were only for the five concept stores, the POS displays were rolled out to 93 stores across Europe to support the ‘Celestial Moth’ campaign.

This project spanned two months from the initial conversation with syn. to the final implementation, and when you consider the high volume of POS displays that required printing, it was an impressive feat. From the celestial window graphics to the incandescent plinths, the print and build project brought a truly gothic experience to Dr. Martens’ shoppers, where they could step into the twilight amongst the celestial moths. Once again, the team at Imageco showed our infinite potential.