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VM Choice: Berluti Paris shoeshine windows

The Left Bank Berluti store in Paris has an impressive shoeshine display at present. The Italian shoe brand also has a menswear range, and the shoeshine theme enable a showcase of both merchandise ranges to their mutual advantage.

The store has a series of shallow, closed-back windows, which commence with a paneled grey and lemon display featuring three mannequins, their faces buried in the ‘Berluti News’ newspaper. The idea that a new collection is news has inspired endless fashion collections, but it is executed particularly well here as the mannequins are wearing near-white, and the newspapers are white against the darker ground. The mannequins wear tan monk shoes, Oxfords, and ski-laced boots, all contrasting beautifully with their white garments.

The next two windows include the shoeshine displays, on which two red-cushioned seats are decked with accessories and a single leather jacket. On the grey shelf below is a row of shoes, each on a brass shoe-rest. On the lowest shelf in the foreground is a further row of angled shoes, with an open shoe-kit. A large lemon-yellow panel hangs above the display in each window adding a chunk of fresh, complimentary colour.

Each window has a ‘Berluti News’ newspaper held with a wooden cane, gentlemen’s club-style, along with a stack of shoe-polish tins.

The furthest window has a mannequin with his shoe leisurely placed on a raised shoeshine plinth. He is, of course, reading Berluti News.

The last window, which is open-backed, shows three, giant, Berluti shoe-polish tins arranged as a drum-kit would be, each topped with a pair of brown or tan cleated-sole, ankle high, men’s boots. Altogether a well thought out, nicely executed window that showcases the ranges and suggests the attention to detail for which this premium brand is well known.