Professional Jeweler Archive: Big Pictures Pack a Punch

February 2001


Big Pictures Pack a Punch

Forget those little counter-top "posters" that so many jewelers use

For retailers who want an image boost, the trend in graphics is toward Big. Um, better make that Enormous.

When Macy’s West in San Francisco recently hosted the national launch of DKNY’s new fragrance, it wowed customers with 60-by-40-ft. images that hung over the store’s entrances and extended from the sixth to the second floors. “The Kiss,” a photograph of a man and woman kissing, was reproduced on a three-story backdrop in the escalator well and in prominent displays in the cosmetics department.

It’s all about customer reaction, Brian Preussker, senior vice president of visual merchandising and store design, tells Display & Design Ideas magazine. “(Billboard-sized signs have) always attracted the attention of the person passing by, so any opportunity that we have to work in that format we do,” he says.

In addition to simply making an impression, jumbo signs can make an obscure location more prominent and refresh one that is long-established. In California, for example, MCG Architecture used large photographs of models to draw attention to the Los Angeles Sporting Club store located under a stairway and often missed. Printed on perforated material that allows wind to pass through, the images are hung over the entrance and effectively double the store’s exterior visibility.

In Sydney, Australia, the David Jones department store used blown-up versions of vintage fashion photographs to draw attention to its 70th anniversary. Transposed onto low-grade 3M film, chosen for its transparency and easy installation and removability, the images were applied to more than 350 double-hung windows in the store’s vintage building. Originally, the display was to remain for just six weeks, but the buzz in the community was so powerful it continued for 16 weeks.

– by Mark E. Dixon

Copyright © 2001 by Bond Communications