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VM choice: Giorgio Armani's light boxes

High-quality light boxes have become ubiquitous across stores worldwide for their eye-catching usefulness. Taking a single image from a current season marketing campaign, they can enshrine the inspiration for a collection and showcase a particular garment.

However, they are becoming somewhat wallpaper-like and in shallow windows they prevent the inclusion of a mannequin on which to display actual garments. Giorgio Armani’s main store in Hong Kong has showcased an interesting addition.

The right hand window of the open-backed store front in Alexander House contains a full height light box showing a series of blow-up images from the patterns of the current season’s collections. But at the front of the light box, wedged in to the frame, is a 3D add on, composed of projecting red fabric triangles, each supported by red painted rods under tension.

At the bottom of the window, a couple of neat screws in the Perspex face of the light box supports two clear shelves, sufficiently sturdy to support a pair of men’s trainers and a small bag.

This oblique view perhaps best demonstrates the illusion of movement created: as the customer walks from one side of the display to the other, the triangles appear to change shape against the undulating patterns on the light box, demanding attention. The merchandise, a pair of glasses on a plinth on a shelf and a small leather bag, are revealed and then concealed by the triangles of fabric.

At the top of the light box a screwed-on bracket extending down the face of the light box supports a single blouson jacket.

The left hand window has a similar display with a women’s jacket on a hook, and a handbag, purses, and a pair of shoes on Perspex shelves.

This is an interesting development, ringing the changes on a retail and we are likely to see more add-ons to light boxes.