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Lorem ipsum dolor sit amet, vis augue posidonium no, unum nominavi partiendo no pro. An inermis percipit contentiones mea, ei duo facer sadipscing, no cum natum albucius. Verear sanctus sea ea, hinc verterem vituperatoribus ius cu. Verear sanctus sea ea, hinc verterem vituperatoribus ius cu. An inermis percipit contentiones mea, ei duo facer inermis percipit.
WHAT
The Global Visual Merchandising Book for the launch of Ralph Lauren Fragrance's new addition to the Romance collection; the Eau de Parfum Intense.
This year, the Romance brand underwent a revolution; from a soft and pretty aesthetic to a raw one that empowers the independent, wild, carefree and passionate woman.
The book was sent to Ralph Lauren Fragrance markets worldwide, enabling their local Retail Design teams to adapt the designs to their floor plans and construct them. It includes detailed pop-ups at every scale, materiality, animation-specific graphics, and more.
HOW
As the Global Retail Design team, we first receive a general concept from the Marketing team, typically consisting of a WIP Key Visual, an image of the product and its packaging, and a project statement. From there, I research, sketch and design a Visual Merchandising concept that tailors to the specific brand's target market and is closely aligned with Romance's brand identity.
Every fragrance line has its unique target market, which must perpetually be considered in the design. Romance is particularly strong in Asia and the USA. Therefore, I reached out to our Retail Design teams in those markets to ensure that my design met their customers' interests, needs and desires. Additionally, when markets are awarded flagship spaces, they come to us and we design these prime configurations for them to ensure top quality design and construction.