When it comes to holidays and celebrations, there are four major trends impacting the retail trade including tender festivities, essential ceremonies, sweet traditions and luminous celebrations.
But how do these trends work in the real world? Designer Claudia Herke from design agency bora.herke.palmisano says in summer, the glamorous Christmasworld trend luminous celebrations really comes into its own.
“This theme is full of the glitzy, glamorous party spirit, sparkling looks and shimmering fashion which can all be easily and effectively transposed for private summer parties and for company events, as well as being applied more generally in the restaurant and hotel industries,” she explains.
Here, intense colours create strong accents to give a very modern and unusual look. With it, retailers can create an ideal shop window or floor display that attracts the attention of many customers from a distance and draws them in.
“The retail trade can concentrate on the following elements that form the core of this style scenario: elegant, luminous and dark shades with intense pigments and changing metallic colours, shimmering surfaces, sequins, spangles, ultra-glossy finishes and lurex effects, combined with velvet and feathers. This all fits in well with summer and brings a touch of exclusivity and exoticism to the shop.”
In shop windows and interior displays, hanging paper banners with a printed wallpaper effect might be used. Most suitable here, suggests the trend expert, might be colour-washed, informal surfaces, that merge into one another; best of all in a strong, vibrant colourway such as pink or purple, with powerful lighting effects.
“Use some exotic flower decoration as an eye-catcher, too, especially orchids, reed spikes, strelitzias. Decorative leaves like monstera and long, slim reed leaves underline the tropical atmosphere, which, in combination with decorative elements and figures such as beetles, dragonflies and butterflies, creates a stylish elegance.
“In order to provide a suitable context in which to display your goods, you can use a very simple high-gloss, lacquered pedestal or a black cube. These can be created quickly and easily with an appropriate foil or varnish,” recommends Herke.
Messe Frankfurt/photography: Pietro Sutera
