DIXONS TRAVEL ~ MOUNTAINS OF TECH @ UK AIRPORT LOCATIONS
Brief
To design eyecatching displays which will highlight the MOUNTAINS OF TECH campaign and draw in travellers to the Dixons Travel store on their journey through the UK airports. Encouraging them to make a purchase of smaller TECH products for their trip (digital cameras, headphones, watches and video action cameras).
To design eyecatching displays which will highlight the MOUNTAINS OF TECH campaign and draw in travellers to the Dixons Travel store on their journey through the UK airports. Encouraging them to make a purchase of smaller TECH products for their trip (digital cameras, headphones, watches and video action cameras).
Execution
I focused on enhancing the simple clean subtle graphics and ski resort mountain theme, using different materials and cardboard engineering techniques to bring the ski resort display to life. I worked closely with our graphics team to make sure the subtle graphics were balanced with simple mountain and pillon constructions. The innovative use of a snowboard shape made from foam PVC heat bent at the ends creates a platform to display the smaller TECH products.
Reaction
The initial reaction from the marketing team at Dixons Travel on seeing the colour prototype in their mock shop was that it created immediate interest and exitement for the launch of the campaign. The instore team said that the display caught the eye of the TECH minded traveller, during their journey through the airport and created excitement for their trip, encouraging them to make a purchase.
I focused on enhancing the simple clean subtle graphics and ski resort mountain theme, using different materials and cardboard engineering techniques to bring the ski resort display to life. I worked closely with our graphics team to make sure the subtle graphics were balanced with simple mountain and pillon constructions. The innovative use of a snowboard shape made from foam PVC heat bent at the ends creates a platform to display the smaller TECH products.
Reaction
The initial reaction from the marketing team at Dixons Travel on seeing the colour prototype in their mock shop was that it created immediate interest and exitement for the launch of the campaign. The instore team said that the display caught the eye of the TECH minded traveller, during their journey through the airport and created excitement for their trip, encouraging them to make a purchase.
MOUNTAINS OF TECH DISPLAY - Ski & Snowboard Resort
Constructed from a variety of materials (corrugated cardboard, foam PVC & clear PVC).
MOUNTAINS OF TECH DISPLAY - 3/4 View
Heat bent foam PVC snowboard creates a plinth to display tech products. Strong foam PVC pillons give a base for product signage, which is interchangable with velcro dots to allow the tech products to alternated.
MOUNTAINS OF TECH DISPLAY - Mountains & Pillons
Simple 3D mountains adding depth and natural shadows to the display.
These are symmetrical on either side of the display and are brought to life with the
skiers & snowboards.
These are symmetrical on either side of the display and are brought to life with the
skiers & snowboards.
MOUNTAINS OF TECH DISPLAY - Close up pillons & cable attachment
An elasticated cable is wound and tensioned around the pillons, providing a strong and flexible cable to hang the clear PVC printed cable cards.
MOUNTAINS OF TECH DISPLAY - 3D Mountains on each side
Picture shows multiple layering of mountains and snow field on either side of the display.
MOUNTAINS OF TECH DISPLAY - Cable cars suspended on elastic cable
Cable cars simply printed on clear PVC and folded in half to give a double density of print.
MOUNTAINS OF TECH DISPLAY - Double sided symmetrical display
TECH lettering mounted off the backboard with foam tape to create depth and shadowing.
MOUNTAINS OF TECH DISPLAY - 3/4 view
Showing the multi layering combined with a simple colour pallet, allowing the
TECH products to stand out against the ski & snowboard resort scene.
TECH products to stand out against the ski & snowboard resort scene.
MOUNTAINS OF TECH DISPLAY - Instore Images
Images to follow
