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VM Choice: Moncler and the metal fish

Fashion brand Moncler, with its distinctively narrow windows, always uses its window space well. But its current Sloane Street, London, window is even more excellent than usual. A single, inverted, mirrored diving mannequin is positioned in the window on either side of the door, each dressed in a silver blouson top, swimwear, and matching silver flippers. The mannequins dive before a background of rippled glass and metal fish.

With a mirrored side to the window and the floor, the steam-punk-inspired fish in shiny chrome seem multiplied. All have propeller tails, adding to their slightly menacing feel. All face towards the central door, the largest ones placed at eye-level.

An oblique close-up of the fish, each supported on a metal pole set in the back wall and protruding through the glass, shows that the glass is set some distance from the turquoise-painted back wall. The rippled glass adds the illusion of water when lit by the spotlights set beside the window glass.

The overhead lights have been turned out, focusing attention lower down in the window, and a quick check of the ceiling reveals how the mannequin has been suspended.

This effective, eye-catching window uses one colour, a few props, and original thought;the company name and logo in at the foot of the glass complete the professional installation.