34th and Broadway Times Square (New York)
CONCEPT: A faux wood backdrop shares the "Active by Old Navy" mantra and colorful neon styling on mannequins shows Old Navy's great active wear trends.
MATERIALS: Oversized lightbox, Duratrans inserts, Astroturf flooring, custom extra long boat oars, second surface window clings
34th and Broadway Times Square (New York)
CONCEPT: Backlit lifestyle photography illustrates the idea of "Active wear for play'
MATERIALS: Oversized lightbox, Duratrans inserts, Astroturf flooring, second surface window clings
Corner of 4th and Market (San Francisco)
CONCEPT: A suspended grid of real hoodies in different styles and color ways shows an abundant assortment of deals in-store
MATERIALS: Gator board and neon dimensional signage, Astroturf flooring, custom extra long boat oars, second surface window clings
34th and Broadway Times Square (New York)
CONCEPT: A motorized pinwheel of actual product coupled with a compelling offer engages the viewer
MATERIALS: Wood, Gator board and motorized t-shirt pinwheel, oversized lightbox, Duratrans inserts, Astroturf flooring, and second surface window clings
TECHNICAL PROGRAM FOR RENDERING: Adobe Illustrator CS5, Adobe PhotoShop CS5
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Old Navy Flagship Windows Spring/Summer 2013, San Francisco and New York
For the spring and summer months, the window concepts had an overall seasonal theme, and each promotional change out was price point driven and very product proud. Here are a few examples that illustrate a successful balance of marketing, product and propping.
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