From art installations to curated social media campaigns, WGSN Editor of Retail & Buying Clare Scullion reports
As part of my Retail & Buying role at WGSN, I get to travel to some pretty cool places, my latest trip took me to Copenhagen where I spotted some cool examples of retail strategies, check out my favourites below:
Twice a year, Danish footwear brand Bianco selects an artist to develop artwork that will be showcased instore and for SS16 they have teamed up with London-based photographer and artist Elise.
Her work explores dimensions, juxtaposing light, shadow, graphics and everyday objects in colourful compositions to create hauntingly familiar images.
2. Ganni Postmodern
Danish brand Ganni (voted Brand of the Year at the Danish Elle Style Awards in 2014) launched the first Ganni Postmodern concept store in Christianshavn, Copenhagen, last fall. The Ganni Postmodern concept is being introduced to meet demand from customers to shop past Ganni collections, giving women the chance to snap up items they missed first time around, alongside samples and exclusive runway pieces.
Danish footwear brand Ecco uses its Copenhagen windows to promote its ongoing #partofmyworld campaign, inline with Ecco Intrinsic trainers. Quotes, sketches and a selection of favourite pieces add a personalised and curated feel to displays.
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