Christmas windows in Au Pont Rouge. Part 3: Why work fo

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Christmas windows in Au Pont Rouge. Part 3: Why work for BJD was not accepted.

Alexandra Gritz for Au Pont Rouge

Fashion illustrator Alexandra Gritz was selected to create visual ideas for Christmas windows and NY 2018 in luxury store Au Pont Rouge. Every window should be unique and devoted to one designer or brand. Here Alexandra would like to share her experience working out sketches . Part 3: Brazilian Jewelry Design

Sketches by Alexandra Gritz

I was selected to create visual ideas for Christmas windows in luxury fashion store Au Pont Rouge. Au Pont Rouge located in a historical building. It was decided to decorate windows if the 1st floor which scores 14 windows.

Every window shows printed illustrations featuring one designer or brand.

Working with jewelry store "Brazilian Jewelry Design" (their corner located within Au Pont Rouge) I have made kids mistake. Brand manager of BJD liked my illustration but told me that they could not use it because of: 1. It doesn't fit the brand guideline 2. it does not show the product.

There are a lot of products which promotion and marketing allow you to interpret its message in more complex, metaphorical way. Designers call such images 'connotative'. It works good for products like fragrance. In the cases where you can't see the product, but you can 'feel' it. In those cases connotative imagemaking works really well.

Unfortunately that is not true about jewelry. Here comes 'denotative imagemaking'. Simply speaking, you have to show the product. No uncertainty, no metaphors.

Anyway, here I would like to show my sketches and references which I have got to use.

Follow the updates;) and feel free to contact me

Jewelry illustration for Christmas windows

Au Pont Rouge exclusive identity

Watercolor fashion portrait

Alexandra Gritz is a fashion illustrator and art director currently based in Saint-Petersburg (Russia). Alexandra collaborated with creative agencies from USA, Spain, France, Russia and UK. Contacts

Au Pont Rouge department store ("Near the Red Bridge") is a conceptual space in the center of St. Petersburg in the historical building. The Department store features niche brands such as MSGM, Each x Others, Etre Cecile, T by Alexander Wang, Christopher Raeburn, Marques Almeida, Japanese Issey Miyake and Y-3, MM6 Maison Margiela, NO.21.

The department store was opened after reconstruction in July 2015.

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