“All is colour” was the 2018 spring/summer store window campaign theme at German fashion & lifestyle premium multichannel department store Breuninger.
For the campaign, Swiss multimedia artist Michel Comte created a wall of 10.000 flowers from 130 different countries. Originally set up in Milan, the flower installation was photographed by Comte and became Breuninger’s spring/summer campaign visual. The flower wall became the texture of all of Breuninger’s advertising material, its visual merchandising and the department stores themselves.
The store windows’ back walls were covered floor to ceiling with the flower wall texture, printed on high-gloss material. In order to enhance the strong visual effect of the flower wall image, dramatic lighting and colored LED light stripes were added, and the windows’ floors were covered with mirrors. To add more depth and tension to the installation, images from the campaign look book – also photographed in front of the flower wall by Michel Comte – were printed on large acrylic circles, which were suspended from the windows’ ceilings.
Upscale chrome mannequins dressed in the latest spring summer 2018 fashion gave the powerful “all is colour” store window installations their finishing touch.
At Breuninger’s Stuttgart flagship store, an impressive 600m² mural of the flower visual mounted to the store’s facade, overlooked the city’s main plaza.