In the world of luxury fragrances, Viktor and Rolf is a leading brand targeted towards females. Although every holiday appeals to women, Mother’s Day is the only holiday that’s exclusive to them. Viktor & Rolf is a leading brand in this category and the marketing team wanted a retail brand experience for their Mother’s Day special. As we live in a global society, not every mother is near their children, so a beautiful mailbox was created for these children to send a love letter to mom. This display was targeted to females 30+ who appreciate a sentimental gift from their children. This display is exclusive to Macy’s stores and was the focal point of their fragrance and cosmetic center. This showstopper exploded in the store capturing the attention of consumers passing through and those shopping in the cosmetic and fragrance sections. This unique design needed attractive flowers, a unique shape and an overwhelming theme of gift giving. The objective was to garner incremental sales, impulse purchases, and gift giving during the most popular day in May, Mother’s Day. Although targeted toward female consumers, this display was meant for all consumers looking for the perfect gift for a special person on this day.
by Bish Creative
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The Shop! Outstanding Merchandising Achievement (OMA) Awards are the Marketing at Retail Industry's most prestigious, largest and longest-running awards contest. The OMAs honor excellent displays that set the merchandising and design precedents of today and become the standards of tomorrow. Entries vie for gold, silver and bronze honors in their respective categories and divisions. In addition, all gold winners are eligible for "Display of the Year," which represents the highest recognition the industry can bestow upon an at-retail display.
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