CNY, China’s New Year 2016, represents how the Chinese people celebrate their New Year, which falls on Monday, February 8. Also referred to as the Spring Festival, it is their most significant traditional festival, characterized by a grand feast filled with wonder and a week of official public holidays. People look forward to a fortunate year ahead, celebrating with their families through traditions and cultural practices that date back thousands of years. Numerous cultural activities, including setting off firecrackers, ancestor worship, and dragon dances, occur during this festival.
You might wonder how this relates to visual merchandising. This is where visual merchandising for special occasions and cultural settings comes into play. Brooks Brothers enlisted their long-time partners, Booma Group, to design and develop their inaugural worldwide launch window project, inspired by CNY 2016, for select stores in locations such as New York, Hong Kong, and Tokyo.
At the heart of the window display is a giant sheep crafted in the origami style, reminiscent of the Brooks Brothers logo in its Eastern aesthetic. And what about the monkeys surrounding the sheep? According to the Chinese 12-year Animal Zodiac, 2016 is the Year of the Monkey (considered an unlucky year for births, as per their beliefs). There’s no need to elaborate on the color red, which is China’s signature color and the primary hue of the festival, as it is thought to bring good fortune in life. Seventy-five gold leaf sheep in the background form the Chinese characters for Monkey. A strong focal point in the center, complemented by numerous sheep in the background, creates a sense of balance.
However, despite the diverse nature of such a vibrant celebration, Brooks Brothers opted for a minimalist approach, conveying a clear message through the Booma designers. The enchanting yet exuberant Chinese culture is presented in a straightforward setting. CNY appears as a representation of an ancient heritage being actively expressed in the present, and it is truly fascinating to see how visual merchandising intersects with tradition.
initial photos via retaildesignblog.net
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