Commissioned window display for optical concept store Clérigos IN (Oporto, Portugal).
 
The brief was to design and build an illustrated window display with some of the city's most well-known buildings and symbols. Located in the heart of the city's center, large numbers of tourists visit the store on a daily basis.
It was required to simultaneously pique their interest and show them a stylized view of Oporto. 
 
The chosen materials were foam board and wood, creating, both a luminous contrast with the dimly lit store interior and a super smooth transition with its raw materials interior design and furniture.
The trompe l'oeil effect was designed to direct the clients' gaze toward the interior of the store - inviting them in - and to provide placement tiers to the store's products (glasses, watches, shoes, purses, etc).
 
Because of the store's namesake and proximity with the Clérigos baroque Church, the dominant building in the composition is the iconic Clérigos Tower.
It is also the one element that's been drawn on a different colour. A dark shade of blue - in line with Oporto city's recent brand identity makeover.
The rest of the selected buildings reflect an ecclectic approach on the city's cultural heritage - ending with the contemporary Casa da Música.
Final window display (left to right) - The Ribeira Houses on the Douro river quais and "rabelo" boat; D.Luís bridge; Casa da Música; Clérigos Tower, Palácio de Cristal and its Gardens; Porto City Hall.
Final window display (detail) - Casa da Música and the tiered construction for product placement and highlight.

Merchandising Setup 
Final look of the window display after storeowner's merchandising setup
Final window display with storeowner's  merchandise setup
Final window display with storeowner's  merchandise setup (detail)
PROJECT DEVELOPMENT
 
Take a peek into the project's development stages
Research phase and rough sketches.
Before taking on any new project, I allow myself an extensive research and test phase, reflecting not only on the brief and how to best fulfill it, but also planning all stages to make sure everything turns out the way it should. Afterwards, I start testing different graphic approaches and upon client approval I tighten the design.
Testing the composition with a scale model.
After the approval of the 2D master composition, it is time to scale and try to figure out how it can all be built, keeping in mind the size limitations of the foam boards.
It is also at this stage that transport and assembly questions are adressed.
Object Planning - The brief required for a tiered construction, so some of the object support boxes could also act as standing points for the store's merchandise.
After rough sketching all elements, quick 3D testing to make sure everything is up to spec. At this stage, final structural project adjustements are made. Case in point: when confronted with the necessity of rising the whole set upwards, I decided to include a wodden dais.
At this point, I realized the wood from the dais could create a nice contrast zone - highlighting the objects - but also complement the store's interior design and furniture style. 
Object building (drawing stage) - Typical houses of Oporto's riverside neighborhood - Ribeira. Rows of drying clothes hanging on the balconies are one of Ribeira's most well known characteristics, alongside a certain degree of degradation and the buildings' narrow structure.
I used Posca Markers in the smaller details to reduce drying time and provide more line control.
Object building  - painting Torre dos Clérigos
This is the dominant element in the composition. In terms of placing; height and scale.
 It is also the only element drawn in a dark shade of blue -  to keep in line with Oporto city's recent brand identity makeover and to emphasise the store's physical proximity.
Object building - Cutting out the foam board - The Rabelo boat is a traditional Portuguese cargo boat used to transport people and goods along the Douro River.  
Its history is closely linked to the production and trade of port wine.
Final window display (left to right) - The Ribeira Houses on the Douro river quais and "rabelo" boat; D. Luís bridge; Casa da Música; Clérigos Tower, Palácio de Cristal and its Gardens; Porto City Hall.
 
Thank You
Brand Activation * window display for Clérigos IN store
37
646
2
Published:

Brand Activation * window display for Clérigos IN store

Commissioned window display for optical concept store Clérigos IN (Oporto, Portugal).
37
646
2
Published:
Attribution, Non-commercial, No DerivativesAttribution, Non-commercial, No DerivativesAttribution, Non-commercial, No Derivatives